Coronet Jewellery launched in India

On Thursday July 7, 2011, Coronet Solitaire jewellery was formally launched in India. The Coronet Solitaire is patented for both its design – composed of seven diamonds with a raised centre stone; and its technology – as the centre stone is set without prongs. The Coronet Solitaire brand is owned by Hong Kong-based Aaron Shum Jewelry; and brought to India through a joint venture with Shailesh Sangani’s Priority Jewels Pvt. Ltd.

Speaking at a press conference, Sangani said, “What excited me most about the Coronet Solitaire is the basic concept behind it of seven diamonds forming a single unit. The seven-stone concept is well-known in India, and most women would be able to relate to it.” He said that Coronet Solitaire jewellery would first be introduced through about 100 outlets in the top 10 cities of the country and distribution would soon be ramped up to cover 500 outlets nationwide. In the introductory phase, jewellery priced between Rs. 15,000 to Rs. one lakh will be available. Priority Jewels will be both manufacturing and distributing the jewellery under the agreement with Aaron Shum.

On the occasion Aaron Shum said he was happy to be launching the Coronet Solitaire brand in India, which was one of the most promising markets. He explained that a Coronet Solitaire of 60 cents gave a look of about one carat. The proprietary technique which enabled the centre stone to be raised made it different, and more dazzling.

Shum said that Coronet Solitaire Jewellery was a sponsor of the Miss India 2011 contest having designed the crown. Amongst the many accolades it has received, the Coronet Solitaire won the prestigious Honk Kong Top Brand Award for 2011. This made it the first and only product brand in the jewellery category to have achieved the honour.

A notable aspect about the brand is that it has spun out several designs keeping the Coronet Solitaire as the basis. As this allows for a virtual limitless scope for spinning out designs at varying levels of simplicity or opulence and therefore at different price points, the result is that unlike many other brands, there seems to be a freshness to the collection which was evident in the display set up for the press conference.