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    Pankaj and Gulan Chetan enter the e-tailer race and tap into India’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 ‘‘the modern Indian woman who may or may not be married, is net-savvy and is a first-time diamond jewellery buyer.’’ Anchor (5)
    With about 1,500 designs—including necklaces, earrings, rings and bracelets—Pankaj is most excited about their jhumka collection. “Our store in the city, Khwaaish, is renowned for its diamond jewellery,” he explains, “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.”
    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 Gulan’s portal feature lightweight versions of traditional jewellery. The ‘satin finish’, 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
    —Sneha Jalan

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