Soha Ali Khan, Sharmila Tagore raise diamond awareness

Mumbai, Sept 22 (Calcutta Tube / IBNS): Leading Jewelers of the World (LJOW), a platform committed to quality and transparency in jewellery retail, has unveiled a new consumer awareness drive – the ‘Check Your Diamond Certification’ campaign — that will help consumers make the right decisions about how and where to purchase their diamond jewellery.

The campaign is being presented by two well known faces from Bollywood – the mother daughter duo of Sharmila Tagore and Soha Ali Khan, and puts forward the key message – when purchasing diamond jewellery always ask for a certificate from a reputed international diamond laboratory.

The message of the campaign is that while consumers need to be aware of the basics of the 4C’s – cut, colour, clarity and caratage – that determine the value of a diamond,  they do not need to struggle with grasping the intricate details of these parameters before they make an informed purchase.

The LJOW campaign is being presented in association with International Gemological Institute (IGI) and Independent Gemological Laboratories (IGL).

Premium brands of the Gitanjali Group like Nakshatra, Asmi, D’damas, Gili, Gitanjali Jewels, Sangini, Diya, Parineeta and Shuddhi Jewels are also associated with the campaign.

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