<p>Britain-based jewellers Real Effect, in the business of manufacturing diamond jewellery for over three decades, has opted for the diamond look alike cubic zirconia jewellery -- made of synthesized material that is hard, optically flawless and usually colourless -- and which are both stylish and affordable.<br /><br /></p>.<p>Said Real Effect director Suveen Kapoor “Before entering the Indian market, we did a survey and what we found was that there were hardly any companies here that offer the kind of jewellery that we do.”</p>.<p><br />Added co-director Sonu Malik: “None of our pieces are made here. These will be imported. The designs are international and workmanship is very fine. We have over 3,000 designs.” </p>.<p><br />From pendants, rings, bracelets, earrings, necklaces and cufflinks, the variety on offer stretches wide, with the price band ranging from Rs.400 to Rs.5,000.</p>.<p><br />However, for products with intricate designs -- like that of a pendant in which four tiny hearts are clubbed together in a flower shape, or a delicate teardrop earring -- prices are not mentioned.</p>.<p><br />“We don't offer ethnic jewellery because that is something already available," explained Malik. <br /><br />"What we are offering are modern, designed, elegant jewellery that one can wear to work at day or to a party in the evening without costing too much."</p>.<p><br />Besides this, the product line includes coloured jewellery. According to Kapoor, who pegged the branded silver jewellery market in India at Rs100 crore (about Rs 1 billion/$200 million), more designs in the coloured jewellery category would be added in 2010. </p>.<p><br />Kapoor said his company would enter the Mumbai and Chennai markets by this month-end and Gurgaon by October-November.</p>
<p>Britain-based jewellers Real Effect, in the business of manufacturing diamond jewellery for over three decades, has opted for the diamond look alike cubic zirconia jewellery -- made of synthesized material that is hard, optically flawless and usually colourless -- and which are both stylish and affordable.<br /><br /></p>.<p>Said Real Effect director Suveen Kapoor “Before entering the Indian market, we did a survey and what we found was that there were hardly any companies here that offer the kind of jewellery that we do.”</p>.<p><br />Added co-director Sonu Malik: “None of our pieces are made here. These will be imported. The designs are international and workmanship is very fine. We have over 3,000 designs.” </p>.<p><br />From pendants, rings, bracelets, earrings, necklaces and cufflinks, the variety on offer stretches wide, with the price band ranging from Rs.400 to Rs.5,000.</p>.<p><br />However, for products with intricate designs -- like that of a pendant in which four tiny hearts are clubbed together in a flower shape, or a delicate teardrop earring -- prices are not mentioned.</p>.<p><br />“We don't offer ethnic jewellery because that is something already available," explained Malik. <br /><br />"What we are offering are modern, designed, elegant jewellery that one can wear to work at day or to a party in the evening without costing too much."</p>.<p><br />Besides this, the product line includes coloured jewellery. According to Kapoor, who pegged the branded silver jewellery market in India at Rs100 crore (about Rs 1 billion/$200 million), more designs in the coloured jewellery category would be added in 2010. </p>.<p><br />Kapoor said his company would enter the Mumbai and Chennai markets by this month-end and Gurgaon by October-November.</p>
