Design Art and Photography

August 28, 2008

Bollywood star Sameera Reddy is the brand ambassador for Rivaaz, Gitanjali’s new line of cubic zirconia and diamond jewelry. Mumbai, India—Indian retailer Gitanjali Group has launched a new line of gold and cubic zirconia (CZ) jewelry, the company announced this week.

The line, called “Rivaaz,” marks the Mumbai, India-based company’s first foray into the CZ market.

The collection features delicate and lightweight pieces in 18-karat gold with Signity CZ and showcases more than 500 designs in rings, pendants, earrings, necklaces and bangles. Pieces in the Rivaaz line come with a lifetime warranty.

Price points range from Rs. 2000-12000 (about $43-$273).

Bollywood star and Indian style icon Sameera Reddy will serve as brand ambassador for the Rivaaz line.

R.K. Menon, head of Gitanjali’s jewelry and retail division, said the Rivaaz line gives consumers the chance to own affordable gold and CZ jewelry.

“With all the fantastic and aggressive plans that we have put together to popularize Rivaaz, I am confident that Rivaaz would become the consumers first choice in this segment, like other brands from the Gitanjali Group,” Menon said in a media release.

Gitanjali brands include Gili, Nakshatra and D’damas.

In addition to having retail stores in India—as well as owning the Rogers and Samuels chains in the United States—Gitanjali is also a Diamond Trading Co. sightholder. It is one of the largest diamond and jewelry manufacturers and retailers in India.