Tried & Tested: Store Review
They say diamonds are a girl’s best friend. Khevna Pandit visited Diagold on Hughes Road to find out if the claim holds true for this new store
It’s easy to end up awestruck on Hughes Road. From swanky showrooms to larger-than-life boutiques, there’s room for everyone here. And, after being holed up in Atria Mall for a long time, Diagold opened its doors at a new location in February, greeting a new set of patrons. Your first glance at the heavy wooden door will make you feel like you’re about to step into something right out of a fairytale — and it helps that everything inside aims to make you feel like a princess.
While it may appear to be a small space, the store is divided into an upstairs and a downstairs section — all furnished with wooden interiors and a set of tables showcasing the jewels under clear white lights. The lower section deals with a very small part of their collection, which begins and ends with a vast assortment of earrings, bangles and neckpieces. The other half of their collection features heavier jewellery that consists of bridal accessories and wedding wear. The top half of the store leads you to a sitting lounge — a place for customers who want to spend time speaking to their designers and going through their designs for a more detailed look. Even though they specialise in diamond jewellery, they also have some gorgeous options available in gold. Since the collection deals with wedding accessories, Diagold also offers a unique feature that allows the customer to pick pre-existing designs and modify them. And, unlike the case with most other jewellery stores, Diagold gives customers the liberty to present their own designs to be crafted by the store’s craftsmen. The store holds an impressive assortment of 3,000 designs, not just of diamond jewellery, but also jewellery made with other precious stones, so choose whatever your heart desires here!
With this opening, Diagold, which has been strategically placed across India, has its fourth store in Mumbai. The location and the collection do seem appropriate for the crowd they want to cater to. However, keep in mind that anything customised will require at least a month’s notice. The store may take a while to kick-start into business, but considering the prime location it is set up at, it will probably be a while before everyone wants to have their hands on the available collections! This eye-catching range is all that you need this wedding season.
Where Diagold Jewels, Shop No. 11, Sukh Sagar Housing Society, Hughes Road
Contact 9320406313