The Hindu Business Line : Bringing glitter to ties

A TIE is a tie is a tie and it is just another part of a gentleman's accessories, right? Wrong! The humble tie that gentlemen wear to add that formal touch to their attire is all set to become a lifestyle statement, thanks to Suasish Diamonds, the company that supplies diamonds to the likes of global majors Tiffanys and Zales.

Come Diwali this year and the Indian male with a penchant for the woman's best friend can look forward to a special treat. The company, in a strategic tie-up with designer Satya Paul, is all set to launch a range of ties embellished with diamonds.

"We are all set to launch a range of diamond jewellery for men. Our research has shown that Indian men spend a lot on their suits, shoes and other accessories but have little choice when it comes to innovation in their selection of ties," Mr Manoj Subramanian, Marketing Manager, told Business Line.

`Ishi's for Satya Paul', the range that is being launched with the designer, will initially feature at least 25 designs in ties fashioned out of raw silk and diamonds and will be available at prices starting from Rs 15,000.

"We plan to catch the Diwali season which is also when a lot of Indian weddings happen," he said. The company plans to have a network of 80 stores through which the range will be available in addition to the designer's outlets in Delhi, Kolkata and Mumbai, among others.

The Rs 1,000-crore company kicked off its foray into the men's jewellery business a few months ago by making what is probably the most expensive tie to be made in India till date — a Rs 1-crore tie fashioned out of burgundy raw silk, 150 gm of white gold and 261 diamonds weighing 77 carats!

Bollywood hunk Salman Khan went topless for the high-profile show where he walked the ramp bare-chested showcasing the tie. The company is now taking the tie on a road show across the country in a brand building exercise, which will also simultaneously announce its foray into the men's jewellery line.

Suasish Diamonds, which entered the domestic branded jewellery business with `Ishi' a little over a year ago, is rapidly expanding its operations with outlets now planned in cities such as Ahmedabad, Coimbatore, Hyderabad and Chandigarh.

"The branded diamond jewellery market valued at Rs 800-900 crore is growing at 25 per cent annually which is much higher than other lifestyle products. Diamonds are no longer the indulgence of the rich and we are specialising in providing diamond jewellery for special occasions since it is very much now an occasion-based purchase," points out Mr Subramanian.

The company's range of such products include diamond-studded rings and pendants in designs with the word `Mom' or Maa inscribed on it for Mother's Day and custom-made rings for Valentine's Day.

The company closed the year with revenues of an estimated Rs 9 crore.

More Stories on : New Products & Services | Fashion | Gems & Jewellery

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
Taj Hotels forges tie-up with Raffles International

Airtel pre-paid tariffs slashed by 60 pc

2 new schemes from Chennai Telephones

IPR courts needed to curb counterfeit: Govt

Chennai to host 2-day workshop on marketing

Everest bags Rs 25-cr biz

`Fake auto spares market near $1 b'

SEA gets ISO certification

Kuoni launches revamped e-booking platform

Grasim unveils two new suiting fabrics

Bringing glitter to ties

ITC launches agarbathi in Kerala