Perfume Retailer Launches Diamond Jewellery Line

Published on 04/08/09

Perfume retailer Rasasi has launched a diamond jewelry brand named Rasasi D'or. Siraj Kalsekar of Rasasi said the company felt it was time to expand its brand into new luxury product categories. After extensive customer research, Rasasi Perfumes concluded that the 18-karat gold diamond jewelry market was a good niche category in which to launch Rasasi D'or. The brand aims to boldly distinguish itself from the rest of the diamond jewelry retail segment by means of "technological innovation, shopping ambience and value," according to the company. Rasasi D'or jewelry is available at Dubai Mall, Dubai Festival City, Gold & Diamond Park and Deira Gold Souk.

Kalsekar said, "Our business objective is not to create a 'me too' brand, nor to compete directly with existing brands and stores in the category. Rasasi will be positioned in a unique segment as pioneers of a new concept in luxury shopping, an experience where diamond jewelry crosses over into the realm of fashion, reflecting superlative design, image, attitude and experience."