Financial Daily from THE HINDU group of publications Tuesday, Oct 19, 2004 |
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Marketing
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Strategy Great Journey of Prince Jewellery Our Bureau
Chennai , Oct. 18 A PIECE of jewellery that aims to capture the creation of a diamond in nature, made by the Chennai-based Prince Jewellery, is going to rub shoulders with brands such as Tiffany, Bvlgari, Cartier and Escada in an international exhibition at Venice, Italy, organised by Diamond Trading Company. Speaking to Business Line, Mr Princeson Jose, Director, Prince Jewellery, said that the piece, to be worn around the neck, was called The Great Journey. It was one of 39 winners from 119 finalists and over 1,500 global participants in a competition organised by DTC. The judges included representatives from designer labels Stella McCartney, Vivienne Westwood and Christie's. The ornament costs around Rs 17 lakh and is made of 18 K white gold set with diamonds. According to Smitha Sarah Fenn, the designer, diamonds cut as baguettes and tapered baguettes in an "erratic" design have been used to convey the constant change in temperature and pressure that makes a diamond what it is. The necklace weighing 342.32 gm contains 1,225 stones totalling 61.55 carats. Prince Jewellery is setting up a new store in Chennai's Cathedral Road which will focus on designer jewellery, Mr Jose said. The exhibition in Venice, called Diamonds: Nature's Miracle, will start on October 21. Each piece on display contains more than 25 carats of diamonds, says a press release.
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