DTC, the new avatar of De Beer's in India, has embarked on a drive to popularise branded diamonds and diamond jewellery called Arisia. The success of its Nakshatra range has provided a filip to DTC to promoting branded diamonds. Arisia will be a top-end range and will be priced above Rs 2 lakh per piece. It will target the upper middle class and the affluent besides lady professionals. S K Doshi, managing director, Shrenuj & Company, one of the two manufacturers of Arisia range, said, "This is the first nationwide jewellery brand and its success could be precursor for launching other high value brands. It is an exclusive range of jewellery using superior solitaires of one carat and above."
NSTL
