We have looked at the picture-perfect advertisements of brands dealing with diamonds for the longest time. Here’s one of the most significant names in the diamond jewelry business - EF-IF Diamonds, a brand that is synonymous with providing the best quality diamonds at the best possible prices. Situated in the jewelry hub of Chennai - T-Nagar, EF-IF boasts of selling dosham-free diamonds of the topmost quality in DEF Colour and IF-VVS1 Clarity. Every piece of jewelry at EF-IF is in-house manufactured leading to intermediary costs being subtracted as there is no involvement of any middlemen. This gives a direct benefit to the end customers in the form of wholesale pricing.
A vibrant team behind every business is imperative for its growth and EF-IF is no exception. The brand is run by an all-women team headed by Ms. Lathika Sandeep and Ms. Shruti Bothra. Lathika aims to provide skilfully crafted diamonds set in beautiful designs and believes in educating people about the right way to buy diamonds. She is a gemologist and holds a Masters's in Management, making her the perfect blend for a business in jewelry. Shruti on the other hand is a Chartered Accountant by qualification. She kick-started the international and e-commerce sales of the brand and is striving every day to provide superlative products and services to EF-IF’s clientele.
One of the biggest USPs of the brand is bespoke jewelry. Having their own manufacturing unit gives them the leverage to churn out designs that are classic and contemporary. With a strong team of talented jewelry designers and skillful artisans, EF-IF is well known amongst its clients to bring to life their jewelry imaginations.
For decades together, jewelry advertisements have been filled with glitz and glamour showcasing perfect-looking models adorning priceless jewelry. EF-IF wanted to break this stereotype and ventured on to do something very unconventional in their recent shoot. Instead of using picture-perfect models who are skinny and fair in complexion, the brand used models who were quite the opposite looking. They wanted to emphasize how one should feel comfortable in one’s own skin and embrace imperfections. The jewelry you wear should not be intended to take the spotlight away from your personality but instead should be a medium to enhance the same. The brand wanted to show how their jewelry would look on real women. The clientele that the common Indian Market has is quite different from the models that are being used to depict this.
The 21st century is loaded with picturization of flawless and fair-skinned models with skinny body frames which, often makes us question ourselves about whether we would be able to carry off a piece of jewelry or any other product beautifully or whether it would look good only on models. EF-IF aims to bring out the message that there is no perfect skin tone or body type that defines a woman. The only thing that sets a person aside from the rest of the herd is the confidence with which they wear what they wear. So here’s to all the women out there, tall or short, fair or dark, plus size or skinny, you’re beautiful just the way you are!
EF-IF Diamond Jewellery has been Awarded Most Trusted Diamond Jeweller By The Times Group for the year 2018, 2019, 2020 & 2021.
Link - https://navhindexpress.com/lifestyle/the-most-unique-brand-dealing-with-diamonds/cid5589432.htm