Rio Tinto Debuts Nazraana at Pure Gold Jewellers in Time for Diwali
October 27, 15
(IDEX Online News) – Rio Tinto has partnered with Pure Gold Jewellers to make its aspirational diamond jewelry collection Nazraana exclusively available in store. The brand is focused on the wedding and festive gifting segment.
The diamond and 18-karat gold collection includes necklaces, earrings, bracelets and rings and is designed to capture a higher share of the wedding gifting market with affordable diamond jewelry.
“We see a great opportunity here to work with Pure Gold Jewellers to fill a gap in the market for affordable diamond jewellery accessories for festive occasions,” said Vikram Merchant, manager Indian Representative Office, Rio Tinto. “Pure Gold Jewellers, with more than 25 years’ experience in the region and their fast growing jewelry retail network, was the obvious partner to launch Nazraana in the region.”
The brand is being launched in time for the upcoming Diwali festival, which is a key gift-giving period. “Diwali celebrations are not complete without gifts to loved ones; and diamond jewelry is a preferred gifting item as it captures the brilliance of the Festival of Lights,” said Karim Merchant, CEO and managing director of Pure Gold Jewellers.