To com­mit to bet­ter qual­ity goods that are 100% Forever­mark. If we can do that, then we can drive up our mar­ket share.

Solitaire - - RETAIL VIEW -

So what is the de­mand like in In­dia?

Each mar­ket has its own pref­er­ences. Amer­i­cans tend to buy larger di­a­monds up­wards of half a carat. The Chi­nese tend to buy goods be­tween 30 points and 60 points, which is the av­er­age size for an en­gage­ment ring. One of the things that dif­fer­en­ti­ates In­dia from some of the other mar­kets is that the soli­taire seg­ment is a growth area. The de­signs are In­dia-cen­tric so medium goods ac­count for a larger share, but it is a good way to in­tro­duce the con­sumer to soli­taire-type de­signs.

Are there any plans to sell Forever­mark di­a­monds online in In­dia?

No, be­cause it would mean that we are com­pet­ing with our part­ner jew­ellers and we would not want that. You can’t see the beauty of a Forever­mark diamond on pa­per. We want peo­ple to ex­pe­ri­ence a Forever­mark diamond first-hand, and for this, our part­ner jew­ellers play an ex­tremely im­por­tant part.

What are the chal­lenges you fore­see when it comes to ex­pand­ing your foot­print in In­dia?

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