Priority Jewels Pvt Ltd & Aaron Shum Jewelry Limited Sign Agreement

On March 6, 2011, India based Priority Jewels Pvt Ltd and Hong Kong headquartered Aaron Shum Jewelry Limited signed an agreement on the sidelines of the recently held Hong Kong International Jewelry Show.

Under the agreement, Priority Jewels has been given the licence to manufacture and sell the Aaron Shum Jewelry’s Coronet Solitaire brand of jewellery in India.

“It is an excellent product for the Indian market,” says Shailesh Sangani of Priority speaking exclusively to Diamond World. “It is basically seven stone jewellery with a larger centre stone, elevated and set without prongs, so that the entire piece looks like a larger solitaire.” Further, the brand is known for precision of cut, symmetry and polish.

Coronet Solitaire is a worldwide patented design of Aaron Shum and won the prestigious Hong Kong Top Brands Award in January 2011. Its achievement is further heightened as it is the first and only jewellery brand to be named a winner for these Awards.

Sangani says that Priority will use existing manufacturing facilities to manufacture Coronet Solitaire jewellery. “I expect to roll out somewhere around the beginning of May,” he says, adding, “Coronet Solitaire jewellery will be sold as a brand with all that it entails. We have seven offices all over India and we will use this network to sell the brand.”