Kalyan Jewellers has tied up with iDNA to launch customised jewellery – HELIX – DNA, that will carry a person’s unique DNA pattern, according to a PTI report.
“The HELIX – DNA jewellery collection entails unique designs encrusted with your own DNA. It comprises range of rings, bracelets, and pendants to expresse your individuality on something as personal as jewellery,” said Sanjay Raghuraman, COO, Kalyan Jewellers.
For inscribing DNA in the jewellery, the customer needs to go to a company store and give DNA sample through a collection kit which is then sent over to technology partner iDNA.
iDNA then generates 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,” stated Raghuraman. The company will gradually expand the HELIX – DNA jewellery collection, like mangalsutra, he added.
Kalyan Jewellers, which has 55 retail stores across the 4 southern states, Gujarat, Punjab and Maharashtra and UAE, is planning to add 17 more outlets this year. According to Raghuraman, the company has set a target of 100 showrooms by 2016.
