Shrenuj Enters Into JV with SWA

The Mumbai based Shrenuj Group and the Israeli SWA Trading Co. have announced a joint venture to promote the SWA's Trapz brand. The brand is a line of special diamond cuts such as half moon, leafz, stepped trapezoids, and brilliant trapezoids.

The diamonds are manufactured in Israel by SWA and will be distributed through Shrenuj Group’s worldwide distribution network. Shrenuj said in a release that the new JV “will add to the special cuts as side stones in addition to the regular cuts” produced by the company.

The 100 year old Shrenuj Group, a DTC Sightholder, is publicly traded on the Mumbai exchange and is valued at 6 billion rupees ($130 million). Shrenuj recently acquired a 50 percent stake in SN Jewellery in SEEPZ and has set up a subsidiary in Dubai

SWA Trading Co, sells mostly in the U.S., and has a distribution office in Hong Kong that serves the Far East and South East Asia.

Shreyas Doshi, Managing Director of Shrenuj Group, said, “Shrenuj has been aggressive in retailing and branding in the past few years. This JV will strengthen our position as a one stop shop for niche products as well.” SWA’s Abe Hazan said the company will concentrate on expanding its marketing in the Far East and India. SWA expects a 25-40 percent growth over the next several years as a result of this JV.