Ankit Gems, a De Beers sightholder, has entered the retail diamond jewellery market with the launch of Eyora Jewels.
The company will offer natural diamond solitaire jewellery, with contemporary designs in 14 carat and 18 carat gold, and natural diamond solitaires of up to one carat.
Eyora’s jewels are positioned in the price range of ₹50,000 to ₹2.5 lakh, creating multiple entry points into natural diamond solitaire jewellery, while retaining the qualities associated with the category.
Ankit Singh Kimtee, Founder and CEO, Eyora Jewels, said as we surveyed jewellers across the market, they were not questioning the value of natural diamonds, but were concerned about the risk of investing in them.
They need greater confidence, better inventory flexibility, and a partner who could help them grow their business, he added.
The company’s strategic growth plan and vision include initial plans to establish a presence in Mumbai, Delhi, Indore, Bengaluru and Hyderabad with retail partners, followed by expanding to over 25 stores across 10 major cities and target 100 locations nationwide.
Samyak Kataria, who manages the digital front-end said alongside the physical inventory, Eyora offers a digital bank of 5,000 jewellery designs, accessible through the Eyora website and mobile app.
The move allows retailers to showcase a much wider selection beyond their physical display, giving them greater flexibility to present designs and options based on individual customer preferences, he said.
Eyora has developed its natural diamond solitaire jewellery programme to work with existing jewellery retailers, allowing them to introduce a natural diamond category using curated collections, standardised merchandising, website and mobile app support, unified brand experience with 100 per cent buyback and exchange and access to solitaire inventory of over 25,000 natural diamonds.
All Eyora jewellery is IGI certified, with every solitaire carrying an exclusive Eyora inscription on the diamond’s girdle, while the natural diamonds are conflict-free and responsibly sourced, delivering complete peace of mind for the retailer and the consumer.