‘Our designs are contemporary today, classics tomorrow’

Gautam Singhvi and Prasanna Shetty, directors, The Diamond Factory, tell us how suburban Mumbai is the new jewellery hub.

When was ‘The Diamond Factory’ set up?
The Diamond Factory (TDF) retail outlet, our flagship store, was launched in 2008 at Hill Road, Bandra. After the tremendous response we received from our clients, we opened stores at Andheri and Vashi and added one more at Turner Road in Bandra. Being into the diamond manufacturing business for the last 12 years has given us an advantage over others. We are able to give our clients unique designs along with superior quality certified diamonds at attractive rates. Our designs are contemporary today, classics tomorrow. We have diamond-studded gold and platinum jewellery, solitaires, lightweight daily jewellery pieces, kadaas, bridal jewellery, men's jewellery, etc. Recently, we launched our heritage collection of uncut jadau and hand-carved temple jewellery, too. We also advise our clients about the latest trends during their visits to our stores.

What factors led you to open outlets in the suburbs?
Not just the residential colonies, but also the central business districts have moved to the suburbs. Even the largest MNCs are coming up in the suburbs, so it automatically becomes a large and attractive market. Also, having grown up here, we know the potential and buying pattern of the people here. They know and trust us, are loyal to our brand, and refer us to their friends and family. We also cater to celebrity clients, including Supriya Sachin Pilgaonkar, who swears by our designs and always recommends us to others.

Do you feel that suburban areas are now the new jewellery hubs?
There was a time when Zaveri Bazaar was the jewellery bazaar, but today places like Bandra and Andheri are the most happening places for jewellery. If we provide the latest and most exclusive designs to customers at attractive prices at a place close to their homes, why would they travel all the way to South Mumbai? People in the suburbs are quality conscious, have a great sense of design, and are willing to spend for superior quality.

What are your promotional offers?
Currently we are running a flat 25% discount on all diamond jewellery at our Andheri and Lokhandwala outlets. Our promotional offers help us understand better what our customers are really looking for. We have held exhibitions like the heritage collection, bridal jewellery, cocktail rings festival, men's jewellery exhibition and a bangle and kadaa mela. We create unique designs for such exhibitions, thus giving us an edge in the industry.