Renowned jeweller Joy Alukkas, is tapping consumer sentiments of wanting to buy ‘pure’ jewellery, with the launch of its latest diamond jewellery collection ‘Shudh Diamonds’ which was unveiled at its Mumbai outfit at the hands of Mr. Tehmasp Printer, Managing Director IGI India. The inauguration was also highlighted with popular film personality Madhavan purchasing a special gift for his wife. %% On the launch, Mr Printer said; ‘Joyalukkas has always been ahead in bringing out exclusive offers for their clients. We are also grateful to Joyalukkas for launching the brand Shudh and to join hands with IGI in bringing about the much wanted change in the industry.’ %% Mr Joy Alukkas stated; ‘We have launched this collection in the Indian market so that our customers choose to have the best in the diamonds they buy and express their love with purity.’ %% ‘Shudh’ means ‘pure’. The collection is designed to translate this by offering diamonds in their purest form. In southern India, the purity of a diamond is a vital factor while buying one, and diamonds with impurities are considered inauspicious. %% The diamonds in the collection are certified by International Gemological Institute (IGI) ensuring consumer confidence in their good quality. The jewellery has been priced at Rs 15,555/- onwards, and will be retailed at Joy Alukkas showrooms. The designs in the collection evoke modern motifs to suit current market demand.