Diacolor - Luxe Hub

The capital city, Delhi is known for its love for fashion, glamour, luxury and jewellery. With the top jewellers competing against each other to woo the Delhi patrons there are only a few that really win hearts. Ready to make their mark in this race and set a benchmark for its competition is Diacolor. Diacolor is a renowned name in the field of manufacturing of diamonds and colored stones. After cementing their presence in the manufacturing field, the third generation of the family has taken the next step and has launched their first ever retail outlet in the glitzy DLF Emporio. Diacolor, the luxury retail outlet is the brainchild of Rishabh Tongya, the young and dynamic entrepreneur who believes in creating trends rather than following them.

One step in and one realizes that this is not any ordinary family jeweller’s store. This is a boutique, a design destination, a place where the glittering gems and gleaming precious metals amalgamate to create a symphony so striking, that it feels like entering a wonderland. The attention to detail and simplistic vogue stands apart from the ordinary garishly decorated store. The soft pinks accentuate the Silver Grey color scheme, creating an ambience that only a style connoisseur like Rishabh Tongya can create.

“The core design aesthetic of Diacolor conforms with the architecture and interiors of our boutique. The lines are clean and minimal. Like our jewellery designs, optimum elegance is the key in the boutique as well. The dash of Pinks creates a lively ambience. Pink is about femininity, delicacy and playfulness and most importantly, Pink spells romance. We believe that jewels are ultimately a celebration of Love itself. The boutique is designed to create a warm, inviting environment for the client and to showcase our jewels at their best,” informs Tongya.

When quizzed about the inspiration of foraying into retail after a long and successful running in the manufacturing field, Tongya explains, “As third generation manufacturers of diamonds and colored stones, we are well established in the wholesale industry, both in India and across the globe. Fine jewellery is a personal passion. Foraying into retail is our way of bringing the best to the end consumer. India is where our story began so it made perfect sense to begin by launching our first boutique in this geography.”

But, when asked to choose between his two passions, manufacturing or retail, Tongya smiles and says, “Both fields have their own unique charm. The manufacturing sector is indeed fascinating since every stone and diamond, requires an entire process of research and development as well as skill and precision in order to cut and polish it to perfection. On the other hand, retail’s need is to interact with the clients and see to it that your creativity finds its ultimate destination. To see a beautiful piece bring pleasure to someone is a priceless joy. A Diacolor product is about making a dream come true for the discerning customers. Hence, both retail and manufacturing are extremely vital.”

But, why Delhi as the first locale was our next question and pat comes the reply, “Delhi is the capital of the country. Over the years it has also become India’s Style Mecca and a hub for luxury. The North Indian High Net worth Individuals (HNI) are well versed with wanting and getting the best. People from all over the country come to Delhi in order to shop at the city’s design destinations. We found it the perfect place to launch the flagship store. Diacolor is a high-fashion and luxe brand, so we needed to begin where the biggest market for high-end jewellery is and Delhi fit the bill, perfectly.”

While walking around the store, one cannot help but notice the striking simplicity and modernity of the precious jewellery displayed. The purchasing power of the youth is on an upward graph and the jewellery here, has the power to strike an instant cord with young and stylish ladies of the 21st century. When asked about this, Tongya agrees and explains, “Our collections cater to every occasion, from the impulse purchase right up to engagement rings and the wedding trousseau. The jewels are signature, select, and even the smallest piece exudes a statement due to its superlative quality and design. We are not interested in being a jack of all trades, instead we choose to specialize in modern white diamonds and colored stones. It is our intention to elevate jewellery from being adornment to becoming a piece of wearable art. Our jewellery is very contemporary and modish. We aren’t dabbling in reproductions or traditional pieces but are focused on creating original and distinctive designs. Our motto is simple, we wish to make impossibly beautiful, highly-specialized pieces that satisfy our inner aesthetic and only then present them to the discerning consumers via the retail model.”

DLF Emporio has established itself as India’s premier luxe destination. It has a perfect blend of international and Indian labels, and is perceived as the place to be when it comes to shopping for luxury products across all lifestyle verticals. It receives a walk in clientele that comprises the crème de la crème of India as well as international luxury consumers. When quizzed if the HNI walk-ins were the reason he chose DLF Emporio, he concurs but goes on to explain further, “The boutique is of course open to all and we value all our clients alike. However, since our jewels are precious, we prefer to welcome our clients to the Diacolor experience via appointment. This allows us to introduce our brand and our creativity in the best manner possible. These aren’t just tiny trinkets but very high-end luxury pieces. We value our clientele too highly to not provide them with our full consultation. Luxury is a holistic experience and client service is the key. Our team is trained to help you pick the piece that is perfect for you.”

Speaking about the competition present in DLF Emporio, he articulates, “Competition is both fair and healthy. If one has a superior, original product there is no need for either fear or insecurity. Each jeweller at DLF Emporio has his own aesthetic and uniqueness. We see it, as a wonderful thing that the discerning client has an opportunity to experience an entire bouquet of India’s finest, all under one roof.”

While wrapping up the intriguing conversation he states, “This store is just a beginning. It’s like a first-born. The excitement, hopes and expectations are therefore huge. We have set ourselves big goals. We wish to become trendsetters in the industry and establish ourselves as a brand, which can stand next to Graff and Cartier in any geography of the world. To become India’s finest is our mission.”

With the confidence so high and the jewellery designs so unique and innovative, we are sure that Rishabh Tongya’s dream of achieving the pedestal of Graff and Cartier is not too far away.