The most sought after gem in the world is DIAMOND. It was first mined & discovered in India in 500 B.C. A Diamond is valued using the 4 C's: CUT, CLARITY, COLOUR & CARAT weight.

  • Cut : Brilliant cut diamond has 64 facets or more. Brilliant diamonds are said to reflect the best spectrum of light. Diamonds also have different shapes like: princess, pear, marquise, etc. The brilliance of a diamond depends on its cut. But, a 'diamond cut' does not mean the same thing as 'diamond shape'.
  • Clarity : Since diamond is formed naturally, they might have certain black spots (known as 'inclusions') in them. The clearer the stone the more expensive it is and vice versa. Hence the choice of a diamond with no inclusions is always considered the best.
  • Colour : Diamonds, again as naturally formed, do come in different colours like: black, pink, yellow, blue etc. A clear coloured diamond is also very expensive. But the most commonly used diamond is white in colour. For your reference, the prince of Pink Diamond might go higher than white Diamond.
  • Carat Weight :Basically, the bigger the stone is, the more expensive it will be. Although a cluster setting may look bigger but if it's carat weight is the same as the solitaire, the solitaire will be more expensive as a rule.
SRJ Diamond Jewellery

Pure. Perfect. Possession. Gold is exotic and simply beyond compare. All worships gold, no one excluded. Gold is one metal that reflects integrity, transparency, prosperity and sanctity.

Gold is such a beautiful metal & there is so much choice in gold jewellery today. Click on our COLLECTIONS section and choose from our wide selection of gold, diamond jewellery, rings, pendants, bracelets, bangles, earrings, etc.


Unlike gold, silver has hundreds of industrial and medical applications and its usage is on the rise.  Silver's molecular arrangement and chemical properties make distinctly unique among earth's elements.  In Mike's words:  

"Of all the elements, silver is the indispensable metal. It is the most electronically conducive, thermally conductive, and reflective. Modern life, as we know it, would not exist without silver"

In the last two decades alone, usage has increased substantially to include an array of electronic and digital products, medical appliances due to its anti-microbial properties, and even clothing.   Product such as cellphones, cameras, laptops, mirrors, monitors, etc. all contain trace amounts of silver which is never replenished or returned to stockpiles.  As our information age progresses and silver's chemical uniqueness is more fully understood, demand for this irreplaceable metal will only continue to rise. 



The increasing demand for platinum jewellery in India has prompted us to study whether a Popular Jewellery Brand (PJB) which has a significant market presence in gold, diamond and contemporary categories of jewellery should consider the possibility of entering the platinum jewellery market in India through an exclusive brand. The entire study is to explore the attractiveness of the branded platinum jewellery market in India and to identify any existing gaps between consumer needs and product availability in the branded platinum jewellery market. This will help the PJB to develop platinum jewellery collections that are more in line with the consumer needs. The study also explores if there are any social barriers behind the low preference for platinum jewellery by Indian women. Identification of any such barriers can help the company to develop better marketing or communication strategies to increase platinum consumption amongst Indian women.

The platinum jewellery designs are considered to be contemporary and hence appeal to the young and trendy. Respondents believe that these contemporary designs go well with western formals and party wear. Some users also feel that platinum is the jewellery for the modern, independent woman. Consumers feel that gold jewellery needs more effort in terms of maintenance compared to platinum jewellery. Since platinum is stronger than gold, it is sturdy and scratch-resistant. Platinum jewellery can be worn every day. Some consumers preferred platinum because of its exclusivity. It is costlier than gold, so only the rich can afford it. It helps the wearer make a status statement.