Fine jewellery brand PNG Jewellers is focusing on promoting lightweight jewellery to boost sales. The brand has teamed up with actress Saiee Tamhankar to launch a new campaign named ‘LiteStyle’ to promote everyday diamond jewellery for women.
“As we introduce LiteStyle by PNG Jewellers, we celebrate not just the beauty of jewellery but the strength and independence of women all around us,” said PNG Jewellers’ chairman and managing director Saurabh Gadgil, the Gem and Jewellery Export Promotion Council reported on its website. “LiteStyle, introduces a range of ornaments that understand and celebrate the multifaceted lives of women, offering a symbol of their resilience and versatility. We are proud to present this collection across all our stores in India and hope that it will find resonance with every single woman out there, moving the world one day at a time.”
The campaign features PNG Jewellers’ 18 karat and 22 karat diamond rings, necklaces, and earrings among other designs. Products in the collection are priced from Rs 9,999 onwards and are designed to enable the wearer to transition from the office to a party or dinner.
The move follows the trend of more women purchasing jewellery both for themselves and for everyday wear. The more affordable prices of lightweight jewellery and the fact that it can be worn with both traditional and western style clothing has made the product category an increasingly important one for jewellery brands in India.
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