UAE consumers are taking a fancy to lab-grown diamonds, and that is just fine for Siroya Jewellers

UAE consumers are taking a fancy to lab-grown diamonds, and that is just fine for Siroya Jewellers

Dubai: With gold prices holding steady at $1,970 an ounce plus, UAE’s jewellery retailers are making a strong case to get more shoppers thinking of diamonds. Recent promotions from leading jewellery houses have focussed on cutting making charges on diamond jewellery, while there are also plans to elevate diamonds to the same status the yellow metal enjoys in the ‘City of Gold’. And more retailers are . Many of them made the exploratory moves in gauging shopper interest in lab-made diamonds last year, and now these are being brought to market as full-fledged collections. Siroya Jewellers is one of them, and is backing it up with the ‘Evermore’ brand that will initially be sold through six boutique stores, here and in Bahrain and the UK. These are priced from Dh2,000 to Dh100,000 and over. “Our initial stock (of lab diamonds) sold out - so we are surpassing initial projections and industry benchmarks already,” said Rohan Siroya. “This lab-grown diamond journey of ours began the day we chanced upon the concept. “Months of research and brand positioning discussion followed, not to mention testing the market by placing products at select retailers to start the conversation late last year. ”The price of