Chennai: The Mumbai based jewellery company Surya Golds Pvt Limited plans to open one showroom in all the major Indian cities.

Says Ramesh K Shoor, director, "Our idea is to have at least one showroom in major cities showcasing our entire range of products. We hope to start the process in a year."

The Rs10 crore turnover company currently reaches its jewellery to more than 2,000 outlets in India. Started two decades ago in Jalandhur, Surya Gold, four years ago shifted operations to Mumbai. Today the company employees around 400 people at its three units crafting diamond, artificial stone studded jewellery.

Surya Gold has sewed up an ingredient branding deal with Signity, the Swiss based precision cut genuine and created gems manufacturing company. Signity is a joint venture between Swarovski (crystal products) and Golay (pearls and gemstones).

Referring to the Indian practice of buying plain gold jewellery or the ones studded with diamond/precious stones, Shoor says the potential for jewellery with artificial stones is huge.

"The trend is changing fast now. People buy 18K and 22K gold jewellery studded with artificial stones for daily wear as well as for gifting purpose."

Adds Jean Michel Roux, vice president - Operations- Middle East, Indian Subcontinent, Signity, "The sales ratio of stone fitted jewellery to plain gold jewellery in India is set to rise." Signity distributes its stones in India through its four wholesalers.

The Swiss company recently launched its latest Diana cut stones in India embedded in Surya Gold's jewellery. The Diana cut collection is priced between Rs900 and Rs25,000. Shaped in an elongated hexagon, resembling a bow, the Diana cut jewel incorporates innovating 90 degree facets on the crown and pavilion offering excellent light reflection. The collection is available in white, black, light pink, light yellow and light green colours.

Last year Surya Gold launched a range of jewellery collected set with Signity Star, the new quality standard cubic zirconia.

According to Shoor, the active promotion of diamonds has a positive rub off effect on the sales of artificial stone jewellery sales.