From Rashtrapati Bhavan To Exhibitions: $2.7 Million Diamond Ring Travels Globe

From Rashtrapati Bhavan To Exhibitions: $2.7 Million Diamond Ring Travels Globe

The magnificent peacock-shaped ring features diamonds meticulously embedded on both its front and back surfaces, constructed in seven distinct parts.

Jeddah:

Abhishek Sand, the co-founder and director of Savio Jewellery based in Jaipur, has transformed his company's Guinness World Record achievement into a formidable marketing asset by deliberately choosing not to sell their record-breaking peacock-shaped ring valued at USD 2.7 million.

The prestigious Guinness World Record for "most diamonds set in one ring" was awarded to the company for their elaborate peacock design, symbolizing India's national bird.

This extraordinary piece, meticulously crafted in seven sections with diamonds adorning both front and back surfaces, received special recognition from the late President Pranab Mukherjee at Rashtrapati Bhavan.

"We deliberately made a strategic business choice to never sell this masterpiece. It has evolved into our brand's signature identity," Sand revealed to PTI during the recent Saudi Arabia Jewellery Exhibition (SAJEX).

Savio Jewellery held the prestigious record from 2015 through 2018, with Guinness officials establishing the piece's value at USD 2.7 million, a valuation that continues to stand.

Instead of considering the ring as inventory for sale, Savio Jewellery showcases it as the focal attraction at international exhibitions and industry trade shows.

"At major exhibitions featuring over 4,000 exhibitors, standing out is essential. A Guinness World Record provides that crucial differentiation. People recognize us as record holders," Sand elaborated.

This marketing approach has proven remarkably successful, with the ring consistently drawing crowds and sparking conversations wherever it appears.

"Whenever we exhibit it around the world, it becomes the centerpiece of conversation. Every visitor to our display discusses the ring," he further added.

Sand indicated that the company isn't currently pursuing another Guinness record attempt, instead concentrating their efforts on producing diamond jewellery incorporating authentic gemstones.

The Jaipur-based enterprise capitalizes on the city's traditional advantages in gemstone access, incorporating emeralds, rubies, blue sapphires, and tanzanite in creations designed for both domestic and international markets.

While the precise business impact is challenging to quantify, the record has substantially enhanced the company's brand recognition and trustworthiness, according to Sand. "The brand value generated is significant," he emphasized.