Sarine Profile™ Reports Being Launched in Thai Market

Technology company Sarine said its Sarine Profile™ light performance reports are being provided for the first time in Thailand by Aurora Design Co., Ltd.

Headquartered in the center of Bangkok, Aurora Group has had an established presence for more than four decades in Thailand, with over 200 retail stores nationwide. A subsidiary of Aurora Design Co., Ltd., Aurora Diamond will provide comprehensive imaging and grading information by adopting Sarine’s light performance technologies, Sarine said in a statement.

“Aurora Diamond’s decision to adopt our light performance report is another step in the continuous penetration of Sarine's digital retail solution in the Asia Pacific (APAC) region. The Sarine Profile™ light performance report will be provided at Aurora Diamond in addition to the traditional 4Cs documentation. The Sarine LightTM report aspect of the Sarine Profile™ presents an accurate evaluation of the diamond's Cut and its interaction with light, resulting in a light performance grade. Available in digital display or printed format, the Sarine LightTM report provides Aurora Diamond’s customers with an in-depth understanding of the diamond's unique beauty, along with a powerful visual experience that enhances the in-store sales process.

Aniwat Srirungthum, CEO of Aurora Group, expressed his intention to strengthen the brand's presence in the diamond business. Aurora Diamond has enjoyed fast expansion in recent years under the supervision of General Manager Ms. Lapatlada Ruetivarangkoon, and the company is committed to maintaining its robust growth momentum in the Thailand market. Ms. Ruetivarangkoon sees solid commitment towards consumer satisfaction as Aurora's key responsibility.  “We need to foster the consumers' understanding of diamonds in the Thailand market. I am very delighted to be partnering with Sarine Technologies, to introduce a new advancement in our customers' experience. Our main objective is to be the leader in disseminating diamond knowledge, and giving diamond buyers the understanding that the quality of diamonds is something that can be proven and seen with their own eyes.”

David Block, CEO of Sarine, commented that "Sarine Technologies is delighted to be working with Aurora to enhance the in-store diamond sale experience, and equally excited by this opportunity to serve the diamond jewellery retail industry in Thailand. The continued expansion of Sarine Profile™ into Thailand is further proof of consumer demand for technology-based information pertaining to their diamond at the point-of-sale."