Priority Jewels & Aaron Shum to Market Patented Diamond Brand in India

(IDEX Online News) – Priority Jewels, an Indian jewelry manufacturing and distribution group, today (Thursday) announced a joint venture with Hong Kong’s Aaron Shum Jewelry to market the latter’s Coronet Solitaire illusion-set diamond brand in India.

Priority, which supplies product to some 500 retail outlets in India, will manufacture a range of jewelry using the patented Coronet Solitaire illusion setting technique.

The Coronet Solitaire illusion setting technique has won a worldwide patent for a system that uses seven diamonds to create the illusion of a single solitaire.

It differs from other illusion setting techniques in that the central diamond is slightly raised above the surrounding six stones, giving a more complete illusion of a single large stone. Despite the raised setting, the central stone’s setting is completely invisible.

Priority’s founder Shailesh Sanghani and Aaron Shum explained at a press briefing in Mumbai today that using just 0.30 carats of small diamonds, the technique could generate the look of a one carat stone.

The joint venture plans to target 100 retailers in the first year with a range of rings, earrings and pendants in the $338 (Rs.15,000) to $2,256 (Rs.100,000) range, using VVS to SI clarity diamonds in the G-H color range. The diamonds will be certified by IGI.