Rio Tinto Diamonds just launched a new jewellery line in India under the name Nazraana. The firm’s strategy is to work with prime Diamantaires and diamond jewellery retailers in India to develop and promote Indian diamond consumption.
Market research by the brand indicated that the bridal market in India is massive and offers a perfect opportunity to provide jewellery items as gifts apart from the traditional pieces that the bride wears.The Nazraana initiative is a medium for Rio Tinto Diamonds to encourage customers to use diamond jewellery as gifts and initiate a retailer network in India to market Nazraana products.
Nazraana has launched several collections to mark the wedding season in India. These collections include Heritage, Floral, Men’s luxury, Contemporary, Spirituality, Infinity and Love. The brand ambassador for Nazraana is Bollywood actress Yami Gautam.
The India representative and manager for Rio Tinto Diamonds, Vikram Merchant stated that in India weddings are not just a union between a bride and groom but a union of two families and the stunning new jewellery collections are designed to be a memento of appreciation and love between family members on important occasions.