Chennai, January 17, 2022.

Prince Jewellery’s Tia collection is crafted for the confident modern woman who moves seamlessly between different roles in her life, and expresses herself through a unique style statement. Comprised of lightweight gold and diamond jewellery (including necklaces, bangles, earrings, haath phools, rings, charms, bracelets and more), the collection is notable for its high quality craftsmanship, unique designs and an affordable price point that starts at ₹9999.

Tia was conceptualised in response to an interest from customers. “We noticed that customers who were visiting the showroom from around 2016 onwards were looking for lightweight jewellery that could be worn daily, and that was versatile in its usage,” says Joseph Prince and Antony Prince, Directors of Prince Jewellery. “Many women were also looking for pieces that could be worn at home, and the demand for this only increased during the pandemic. We released the first edition of Tia in 2016, which consisted of rings, chains and bracelets. The latest Tia collection is our largest and most diverse yet.”

“As we develop the Tia range, we have been focused on what we call the 3A’s,” says Mukund J, Brand Consultant, Prince Jewellery. “These are accessibility, which indicates our omnichannel, customer-centric approach; affordability and aesthetics, which indicates eclectic and minimalistic design that help lower the price point without affecting value; and assurance, which is all about how the customer knows that they can trust Prince Jewellery’s 85-year long heritage, and that purity, quality and craftsmanship are uncompromised.”

When it comes to the diamond, craftsmen’s standards of quality go beyond the 4Cs. From the smallest pendant to a necklace, the diamonds are checked and re-checked ensuring that only the very best go into the making of any design. The designs and quality of the new collection are overseen by Joseph and Antony Prince, both certified gemologists from the prestigious institute GIA. Each piece of  Tia is certified by premier diamond institutes like IGI (International Gemological Institute) and GIA (Gemological Institute of America).

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