Bhima Jewellers launches affordable collection, aims to have a stronger play in the under 1 Lakh diamond category

Bhima Jewellers, a name synonymous with trust and innovation, is set to
redefine the diamond market in India with the launch of its new collection. Traditionally viewed
as a luxury reserved for the affluent, Bhima Jewellers is reshaping this perception by launching
affordable diamond jewellery priced upto 1 lakh, making diamonds more attainable and
appealing to a wider audience. The collection offers plenty of options everyday wear diamond
jewellery under 1 lakh. This is a move to make diamonds more inclusive and accessible in the
world of fine jewelry.

Diamonds, renowned for their timeless elegance and sophistication, are coveted for their
brilliance and allure. Despite their aspirational appeal, diamonds are yet to dominate as the
primary choice for most customers. However, in response to the increasing demand for
lightweight jewelry suitable for daily wear, Bhima Jewellers has identified an opportunity to
cater to contemporary customers who seek versatile pieces that effortlessly transition from day
to night, complementing both casual and formal attire in the diamond segment. This collection
not only satisfies the need for lightweight, everyday jewelry but also provides an excellent
option for young couples seeking elegant and affordable gifts. Customers can buy a chain, stud,
and pendant in 1Lakh.

Speaking on the collection, Mr. Vishnusharan Bhatt, Managing Director, Bhima Gold Pvt. Ltd.
said, “At Bhima Jewellers, were committed to making diamonds more accessible. We want to make diamonds a part of everyday life, not just reserved for special occasions. Our affordable
diamond collection aims to educate customers that diamonds can be part of their everyday
attire, adding luxury to their look. We seen a 25% increase in diamond purchases, especially for weddings and gifts. Diamonds currently contribute 7-8% of our business, but with focused efforts like this introduction of affordable diamond collection, we aim to change the perception about diamond purchases and see an increase of 10-12% in the next financial year. We believe that the demand for diamond jewellery stems from aspiration. Our goal is to cultivate a market that emphasizes on the adaptability of diamond pieces, illustrating how they can complement various outfits and occasions, enhancing one overall look and style.”

Bridging the gap, and fulfilling the commitment to democratize diamond ownership, Bhima
Jewellers has meticulously crafted the selection of pieces. Whether worn as a statement piece
or layered for a subtler look, these diamonds add a touch of sophistication to any outfit.

Bhima Jewellers affordable diamond collection is a testament to their commitment to
innovation and inclusivity. By making luxury accessible to all, Bhima Jewellers is paving the way
for a new era of diamond purchasing in India.