Kalyan Jewellers, iDNA Graphics launch customised DNA jewellery

May 30 2014, 15:34 IST
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SummaryiDNA will generate a graphic image of the sample which is then embossed on the jewellery.

Kalyan Jewellers today said it has tied up with iDNA to launch customised jewellery - HELIX – DNA, that will carry a person's unique DNA pattern.

"The HELIX – DNA jewellery collection entails unique designs encrusted with your own DNA. The HELIX – DNA jewellery collection, with its range of rings, bracelets and pendants is an innovation in the field of jewellery design that expresses your individuality on something as personal as jewellery," Kalyan Jewellers COO Sanjay Raghuraman told reporters here.

For inscribing DNA in a jewellery one has to go to a company store and give DNA sample through a collection kit which is then sent over to technology partner iDNA.

iDNA will then generate a graphic image of the sample which is then embossed on the jewellery.

"The HELIX – DNA jewellery collection will initially be available across 15 showrooms of Kalyan Jewellers and can be embossed on bangles, rings and pendants," Raghuraman said.

The company will gradually expand the HELIX – DNA jewellery collection, like mangalsutra, he added.

Kalyan Jewellers, which have 55 retail stores across the four southern states, Gujarat, Punjab and Maharashtra and UAE, is planning to add another 17 this year.

The company has set a target of 100 showrooms by 2016, Raghuraman said.

Kalyan Jewellers is the flagship of the 100-year old Kalyan Group with its origins in textile manufacturing and retailing.

The group forayed into jewellery retailing two decades ago in 1993.

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