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Targeting youngsters, the Malappuram-based Safa Jewellery group is all set to launch the Clarus range of premium wedding designer jewellery in the market.
Kerala is no longer a traditional gold ornament market and the worldwide trend in designer jewellery is slowly catching on in the state, especially among the youth.
The company has now shifted its focus to international designs and the opening of the Clarus showroom in Perinthalmanna on August 20 will be the first step towards achieving this objective, said K.T.Muhammed Abdussalam, Managing Director, Safa Group.
Another 20 such showrooms will be opened in the next three years in various parts of the country and also in the Gulf countries, for which the company has earmarked an investment of ₹750 crore, he said.
Clarus will design jewellery in keeping with customers' choice by utilising the service of experienced designers who have passed out from the Gems and Jewellery Institute run by the organisation at Inkel Educity in Malappuram, he said.
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