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    Pankaj and Gulan Chetan enter the e-tailer race and tap into Indiaa��s thirst for affordable jewellery

    THIRD generation jeweller Pankaj Chetan has just joined the e-tailer race with ilovediamonds.com. Launched last month, with its registered office in Chennai and flagship store in Bengaluru, it hopes to appeal to a�?a�?the modern Indian woman who may or may not be married, is net-savvy and is a first-time diamond jewellery buyer.a��a�� Anchor (5)
    With about 1,500 designsa��including necklaces, earrings, rings and braceletsa��Pankaj is most excited about their jhumka collection. a�?Our store in the city, Khwaaish, is renowned for its diamond jewellery,a�? he explains, a�?We have diversified from the heavy, traditional jhumkas and created miniatures with a comtemporary feel. If a good quality jhumka from a reputed jeweller starts at Rs.2,50,000, ilovediamonds will have a range for contemporary styles.a�?
    The brand has three brick-and-mortar stores in Bengaluru and Coimbatore, besides Chennai (Teynampet), where customers can examine and buy jewellery. Pankaj, an internationally-certified gemologist, and his wife Gulana��s portal feature lightweight versions of traditional jewellery. The a�?satin finisha��, and gemstones like mozambique rubies and tanzanite from Australia and Tanzania add to the glamour of the otherwise ruby-and-emerald dominated Indian jewellery. Plus, if the purchaser is not satisfied, there is a return policy within 30 days of purchase.
    Rs.4,100 onwards. Details: ilovediamonds.com
    a��Sneha Jalan


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