Commodity Online
MUMBAI: Even as Kerala’s jewellers are desperately trying to woo customers with campaigns on the quality of gold they sell, Titan’s retail chain Tanishq has also come up with a novel idea to spread awareness about the purity of diamonds and jewellery.

This has come at a time when national newspapers like The Times of India reported huge adulteration of gold with iridium. Following these reports customers trust in jewellers has gone down.



Realising this factor, Tanishq, in association with HRD Antwerp, has organised a diamond purity check public awareness campaign.

The 9-day campaign from May 16 will allow customers to evaluate the clarity of the diamonds they own, get them cleaned, weighed and certified by Nelissen Marc, grader from HRD Antwerp, Belgium.

The diamond certificate issued by HRD Antwerp, Belgium, enjoys huge respect from its patrons around the globe, primarily due to their specialised and trusted equipment and techniques.

One can also learn all about diamonds; from being Flawless (the rarest and most beautiful form) to Imperfect (brilliance obstructed by inclusions such as tiny crystals, feathers or clouds) to the range that fall between the two kinds. This is a free consumer awareness service by Tanishq.

Meanwhile, Tanishq is looking for an investing partner for its two US stores.

The two US stores, located in Schaumburg, Ill., and Paramus, NJ, are not meeting the goals the company set for them due to the economic crisis.

As a result, the company is searching for an investing partner.

A division of Indian jewelry manufacturer and retailer Titan Industries Ltd., Tanishq first emerged onto the US retail scene in August, opening a store in the Chicago suburb of Schaumburg.

It followed with the opening of its New Jersey store in November, with both stores garnering praise from industry experts for offering a relaxed, unique retailing experience.

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