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Sunny Diamonds: Going Above and Beyond in India’s Diamond Industry


Conventional thinking will suggest that a pandemic will not bode well for fine jewellery. But for Sunny Diamonds, India’s first all-exclusive diamond jewellery brand, the year has defied expectations at every turn.  

“The pandemic has created a shift in consumer spending pattern. In a typical wedding, the lavish expenses were primarily for event management and venue decoration. With the size of the weddings being reduced, people have started spending more on jewellery,” says Prem Sunny, Director - Operations, Sunny Diamonds.

The brand had a very minimal sale in the first quarter of 2020. “But once the lockdowns were relaxed, by the third quarter, we were able to pick up and be back on track,” he added.

Diamonds as an investment

Sunny Diamonds, the only Belgium diamond jeweller in Kerala, has been in the trade since 2006. They are the first brand to introduce a brand authenticity certificate for diamond jewellery. The certificate discloses information such as the number of diamonds, colour, clarity, and most importantly, the diamond value, the factor that makes the jeweller unique. “Liquidation for cash is one thing the diamond industry lacks compared to other metals like gold, platinum, or silver. The authenticity certificate discloses the diamond value and guarantees 100% money back on diamond value,” pointed out Prem. “This was introduced at a time when the market was filled with 100% buyback or 100% exchange. Sunny Diamonds initiated this move, and I believe this has played a major role in the diamond industry boom as more and more people have started considering diamond as an investment and as a status symbol,” he added.

Another innovative measure added by the brand is the insurance option for customers. “We have tied with an insurance company to provide insurance to all diamonds purchased from Sunny  Diamonds. This option gives peace of mind to customers, especially when they are indecisive about whether to keep the jewellery at home or in a bank locker,” Prem added.

Also, when it comes to making a high-value purchase online, customers tend to exhibit hesitance as they are purchasing without touching or feeling the actual product. The brand puts the buyer at ease with its 100% cashback and free insurance options. 


Design inspirations

The brand takes design inspirations from the simplest of things. The recent trending concept was the diamond-studded teeth braces. Measures of dental print are collected using 3D technology, which the craftsmen use to create custom teeth braces. Also, Sunny Diamonds was nominated for Screen Actors Guild Awards, Academy Awards, and Met Gala for the product Tapis D’OR in collaboration with Forevermark. The brand's other famous design creations are the human-sized crown, pink and diamond solitaire rings, the ever-popular daily wear jewellery including stackable ornaments, and the latest addition of diamond-studded face masks.

Sunny Diamonds has branches in North, South, and Central Kerala. Jewellery can be purchased online, with worldwide shipment, via the official website www.sunnydiamonds.com

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