Kirtilals launches Solitaire Lab to help buyers know their diamonds

L N Revathy Coimbatore | Updated on January 23, 2018

VIJAYAWADA, ANDHRA PRADESH, 03/07/2014. Models displaying exlusive diamond jewellery collection that were launched as part of their 75th year celebrations of Kirtilals Showroom at Vijayawada on Thursday. PHOTO: V_RAJU.

Want to know more about the quality of the diamond in your possession or one that you are contemplating to buy? Noted jewellery and diamond house, Kirtilals, has launched a mobile Solitaire Lab aimed at empowering the buyer to take informed decisions while choosing the right diamond.

Claiming it to be the first effort extended by the jeweller to customers, Suraj Shantakumar, Director – Business Strategy, Kirtilals, said the initiative is aimed at creating awareness about the quality, cut and symmetry of the diamond amongst buyers.

“There has been a growing demand for diamonds in recent years. While diamond certification can affirm the quality, certain dimensions such as cut, symmetry, and fluorescence add to the value of the stone. With equipment in the Solitaire Lab, the customer would be able to evaluate the true value of the diamonds in their possession,” Shantakumar told BusinessLine.

The lab consists of the Diamond Analyser Machine commissioned by leading diamond mining company De Beers, the Sarin Machine, and the Fluorescence Machine, all in a caravan that will move across Kirtilals branches.

The diamond analyser will help detect lab grown (synthetic) diamonds among hundreds of natural diamonds, while the Sarin machine can identify the cut of the stone and symmetry, and grade the same from excellent to poor.

The fluorescence machine detects the light of a diamond by exposing it to long-wave ultraviolet radiation, Shantakumar said, adding “customers can get the stone graded and tested for free. These machines are used in our daily process.”

The van, currently stationed at Kirtilal’s Raja Street showroom in the city, would move to the branch on Cross-Cut road in four days and travel around its various showrooms in South India as well as part of the jeweller's awareness drive.

The investment on the lab is around Rs 70 lakh, Shantakumar said

Published on May 15, 2015

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