Q: What is the USP of illusion setting done at Achal Jewels?

A: Our unique selling proposition is two-sided, it consists of: 1) Planning and coordination with the supply chain which enables us to fulfill customer demands. 2) Skilled and Experienced craftsmen working specifically for illusion setting jewellery.

Q: What made you set up a unit in India?

A: One of our company’s core values is innovation and development. Having a successful uncut diamond jewellery manufacturing since 1985, made it relatively easy in beginning full cut diamond jewellery manufacturing in India in 2012.

Q: How long did it take to train Indian staff?

A: We already had a production team with a growth mindset that was not afraid of new challenges. With their support, we took the decision to bring in foreign experts to train our existing production team. Having their support meant that the training time was cut down and the result was a product of industry leading level finishing.

Q: Do you think illusion setting in the country is at par with international standards?

A: International standards are well within the reach for Indian companies as I look at what we have achieved in a short span of time.

Q: What needs to be done?

A: Companies can invest in technology, human capital and move towards a premium category customer in order to make illusion setting that would meet international standards. This customer would then be accustomed to a higher quality product that they would be willing to pay a higher price as they see there has been no compromise in the quality. In addition, the standards are evolving and we must continue to invest in our own research and development departments so that we can become global trend setters.

Q: Which metal is widely used in illusion setting and why?

A: To ensure proper safety of the diamond and the perfect finish, the preferred metal is 18K White or Rose Gold.

Q: What are the jewellery trends that see illusion setting largely? Is it used in traditional or contemporary jewellery?

A: Illusion setting is not limited to any particular trend; any design that has a solitaire of any shape (round, pear, oval, etc.) can incorporate illusion setting into it to make it fall within the customer’s budget and give them the same satisfaction as they would get from a solitaire. It is a classic style statement and does not fall in short term trends.

Q: What size, shape, cut and colour and quality of diamonds are widely used in illusion setting?

A: Illusion setting consists primarily of fancy shaped diamonds. Sizes and shapes are determined by the designs of the jewellery and customer preferences. Colour and Quality of diamonds, too, is as per customer preferences.