For Goldiam—Origem, the brand needs to establish credibility since it is new. A fledgling brand must offer everything that will enhance the perceived value of its products. In contrast, established brands like Tanishq, Caratlane, and Kalyan are providing their own invoices and certifications. These businesses thrive on brand value and trust, which is why customers prefer them.
In rare cases, particularly for high-value transactions exceeding 5 to 10 lakhs+, clients may request external certification due to being more informed consumers. However, these customers typically opt for natural diamonds rather than lab-grown diamonds (LGD), as they have the resources to make such purchases.
Recently, I visited the Pome counter at a Westside store to explore their offerings and was amazed to see LGD starting at INR 5999.00. For those unfamiliar, Pome is a new brand recently launched under Trent’s business line in Westside stores.
Catalogue Pome.pdf (4.2 MB)
I have attached their product catalog and pricing strategy for your reference. It clearly positions their diamonds as affordable options for the general public. With prices starting at just Rs. 5,999, it raises the question: why would anyone even consider getting certification or bother to ask for one?
So far, everything seems promising. However, when I asked if we would receive IGI certification, they informed me that they would only provide the Pome/Westside authentication certificate. The representative mentioned, “Sirji, it’s Tata’s brand; the name is enough.”
This situation confirms that while these new brands may make LGDs more affordable for the masses, I remain skeptical about the benefits of this expansion for certification players like IGI, which still seems uncertain.
Note: De Beers is actively running multiple marketing campaigns through blogs, videos, and advertisements. You may check them out for further insights.
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