A source of beauty and a symbol of eternity and everlasting love, there are few objects you can choose that will surpass a diamond's perfection. Diamonds have inflamed man's passions since the first moment at which they were discovered, and their power over our emotions and desires has only grown since then. As a timeless and beautiful gift to yourself or as an emblem of your commitment to another, a diamond is an excellent investment.

My team focused on some selected characteristics like :-

• Consistent premium quality,
• A heritage of craftsmanship,
• A recognisable style or design,
• A limited production run of any item to ensure exclusivity,
• An element of uniqueness and
• An ability to keep coming up with new designs when the category is fashion-intensive.

Luxury products are prestige products characterised by high-involvement decision-making that is strongly related to the person's self-concept. Sensory gratification and social approval are the primary factors in selecting a prestige product. Cutting prices or giving discounts can be detrimental in case of luxury products. A higher price implies a higher level of quality and also suggests a certain degree of prestige. Similarly, distribution should be restricted. Status-sensitive consumers may reject a particular product if the feeling of exclusivity goes away.

Shashi Bhushan

Bangkok, Thailand