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'SWARANJALI'
Adora Diamond Jewellery's Alliance with Lata Mangeshkar
By: Administrator
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Jun 9 2005 12:00AM
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Reference: 2281  

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"Jewellery has always held a fascination for me and designing diamond jewellery has been a long-standing passion." - Lata Mangeshkar

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adora_diamond_lata_mangeshkar
Adora Diamond Jewellery, the popular diamond jewellery brand forget a strategic brand alliance with India's greatest singing legend, Bharat Ratna, Lata Mangeshkar recently. The alliance saw the unveiling of "SWARANJALI", a Signature Collection in premium diamond jewellery created by Lata Mangeshkar at a glittering function held in Mumbai. The Chief Guest for the evening was Gareth Penny, Director of Diamond Trading Company (DTC) who flew in from London for this great event. SWARANJALI is a collection of very special designs inspired by Lata Mangeshkar and launched as a special Collection by Adora Diamond Jewellery. Each design in this Collection reflects a significant moment in the life of Lata Mangeshkar and has been introduced in limited edition selections. Each SWARANJALI diamond jewellery piece hold immense value with the personal signature of the legend engraved through laser imprint.

The event witnessed Javed Akhtar, noted lyricist, shower praises on Lata Mangeshkar for her new passion in designing diamond jewellery. Prabir Chatterjee, Managing Director, Adora Diamond Jewellery welcomed the audience and put into perspective the alliance between Lata Mangeshkar and Adora Diamond Jewellery. He said; "Today is indeed a moment of pride for the retail diamond industry in India and for Adora in particular. The launch of Swaranjali would open up a new spectrum branded diamond jewellery in India. We are delighted that Lata Mangeshkar has reposed her faith and trust in Adora, to deliver upon her own creative passion in fine diamond jewellery."

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manish_pethani_lata_mangeshkar_prabir_chatterjee
The creator of the brand, Lata Mangeshkar addressed the audience and members of the media. She said, "Jewellery has always held a fascination for me and designing diamond jewellery has been a long-standing passion. My music career has taken me to many places and I have observed many art forms across the world. Each art form tells a story and I have tried to recreate some of these forms in Swaranjali. I am delighted to partner with Adora Diamond Jewellery to introduce my Signature Collection. Swaranjali is an acknowledgement of the love and support my fans have reposed in me all these years."

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gareth_penny
The Chief Guest Gareth Penny, spoke is praise of the innovative marketing and promotional efforts of Adora Diamond Jewellery. He reiterated the need to grow the branded diamond jewellery market in India and felt that Swaranjali is a right step in this direction.

The launch of Swaranjali had many celebrities in attendance. These included politicians, prominent singers, eminent film celebrities, media personnel, distingui- shed guests from Diamond Trading Company, Diamond Promotion Service and the diamond industry and well-wishers of Lata Mangeshkar.

It may be recalled that Lata Mangeshkar's romance with Adora Diamond Jewellery began when she visited Adora Avenue, the exclusive Adora boutique almost a year ago and was fascinated by the designs, the service support and the contemporary marketing outlook of the brand. It was these factors that set the rationale for Lata Mangeshkar resting her choice in Adora to deliver her Signature Collection under the Adora brand.

Adora: Best Expression in Love:

Born into a lineage that has served generations with perfection in jewellery craftsmanship and trendsetting designs, Adora, the trendsetting 18 kt. gold diamond studded jewellery retail brand from the M. Suresh & Co. stable, has already designed new standards in affordable diamond luxury in India. With the launch of Adora in July 2003 branded diamond jewellery realized a new marketing and promotional paradigm in retail diamond jewellery in India. The Indian women and most certainly for the first time, the Indian male had an opportunity to bask in ownership of fine pieces in studded diamond jewellery and diamond accessories respectively.

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varda_shine_stephen_lussier
Adora stormed the Indian retail market with splendid in-vogue jewellery designs backed by a marketing and public relations customer approach that was non-conforming to the traditional approach in diamond jewellery marketing in India. From rings to pendants, tanmanias, bracelets, bangles, necklace sets, earrings, nose pins, women's pendants, men's rings, kurta buttons, cuff links, wristlets, suit pins, the Adora range is replete with perfections in diamonds set in 18 kt. gold jewellery. With a price range just upward of Rs. 2,500/-, Adora began to realize dreams that every girl world over would behold. What defines these affordable price points is the Adora family of in-house experts, consolidating an experience of cutting and polishing, design and manufacture, quality assessment and packaging - all reflected in one brand. Adora is now present in just over 18 months in over 150 outlets across 22 states in India. And if one must feast on these fine pieces of art, all one needs to do is walk into any high powered retail outlet across these cities. Adora drew limelight when it was registered by the Limca Book of Records for among other efforts, being the first jewellery brand to implement the E-Commerce backed 'shop in shop' business model in its glass kiosk.

Adora also offers its customers a unique Certificate of Authenticity, reposing the faith and trust evoked by patrons, also a promise of trendsetting seasonal innovations, to ensure that both diamond ownership and gifting become a suitable and valued purchase proposition. Adora is available to diamond lovers across India through mail order and on-line internet purchase. A unique zero per cent EMI facility with Citibank enables the first time diamond customer to take ownership of a fine piece of Adora Diamond Jewellery or make that immediate Adora diamond purchase for a special occasion. Adora has also entered into another very distinct innovative marketing platform where patrons encouraged to buy that fascinating Adora piece can also have it insured, where yet again Adora pays the first year premium on the insurance and the patron can continue to do so the following years. The highlight of the Adora Diamond Jewellery lies in its unique designs, crafted through intricate workmanship and painstakingly set to quality, perfection and an affordable price structure. As if to add shopping pleasure to an Adora purchase, the packaging has also been finely designed to support a premium look and feel experience and make Adora gifting a cherished proposition too. Adora is strongly supported by well trained sales personnel to ensure that customers are appropriately guided in their purchase decisions, ensuring that diamond jewellery purchase becomes a cherished delight.

Various Collections:

Adora has always thrilled diamond lovers through its seasonal collections. Among these are: The Love Collection, The Divine Collection, The Patriotic Collection, The Casual Collection, The Men's Collection, The Solitaire Collection, and now, The 4Teen Love Collection.

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Manojit Poddar
(Mumbai)
Hi,I am a Jewellery Designer, Nice ,Time less Collection.Very Good collecyion.Thanku...
JACKSON DANIEL
(PUNE)
ANY ADORA DIAMOND JEWELLERY SHOWROOMS FORTHCOMEING IN PUNE CITY......... I HAVE BEEN WORKING FOR ADORA IN PUNE BUT DUE TO CLOSURE FROM PUNE I WAS TOLD TO QUIT.... BUT STILL...NOT TO LATE...I WILL BE MORE THAN HAPPY TO WORK WITH THE BRAND FROM WHERE I HAVE STARTED MY DIAMOND SALES CAREER.... WAITING FOR YOUR REPLY. IF ANY SHOWROOM OPENING IN PUNE DO REMEMBER ALL YOUR SINCERE STAFF. THANKS & REGARDS JACKSON DANIEL.
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