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Bhima Jewellers launches affordable collection

Mumbai, 17th April: Bhima Jewellers, a name synonymous with trust and innovation, is set to redefine the diamond market in India with the launch of its new collection. Traditionally viewed as a luxury reserved for the affluent, Bhima Jewellers is reshaping this perception by launching affordable diamond jewellery priced upto 1 lakh, making diamonds more attainable and appealing to a wider audience. The collection offers plenty of options everyday wear diamond jewellery under 1 lakh. This is a move to make diamonds more inclusive and accessible in the world of fine jewelry.


Diamonds, renowned for their timeless elegance and sophistication, are coveted for their brilliance and allure. Despite their aspirational appeal, diamonds are yet to dominate as the primary choice for most customers. However, in response to the increasing demand for lightweight jewelry suitable for daily wear, Bhima Jewellers has identified an opportunity to cater to contemporary customers who seek versatile pieces that effortlessly transition from day to night, complementing both casual and formal attire in the diamond segment. This collection not only satisfies the need for lightweight, everyday jewelry but also provides an excellent option for young couples seeking elegant and affordable gifts. Customers can buy a chain, stud, and pendant in 1Lakh.

Speaking on the collection, Mr. Vishnusharan Bhatt, Managing Director, Bhima Gold Pvt. Ltd. said, “At Bhima Jewellers, we’re committed to making diamonds more accessible. We want to make diamonds a part of everyday life, not just reserved for special occasions. Our affordable diamond collection aims to educate customers that diamonds can be part of their everyday attire, adding luxury to their look. We’ve seen a 25% increase in diamond purchases, especially for weddings and gifts. Diamonds currently contribute 7-8% of our business, but with focused efforts like this introduction of affordable diamond collection, we aim to change the perception about diamond purchases and see an increase of 10-12% in the next financial year. We believe that the demand for diamond jewellery stems from aspiration. Our goal is to cultivate a market that emphasizes on the adaptability of diamond pieces, illustrating how they can complement various outfits and occasions, enhancing one’s overall look and style.”

Bridging the gap, and fulfilling the commitment to democratize diamond ownership, Bhima Jewellers has meticulously crafted the selection of pieces. Whether worn as a statement piece or layered for a subtler look, these diamonds add a touch of sophistication to any outfit.

Bhima Jewellers’ affordable diamond collection is a testament to their commitment to innovation and inclusivity. By making luxury accessible to all, Bhima Jewellers is paving the way for a new era of diamond purchasing in India.


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