 Prince Fashion for the princesses
 The opening of Prince Jewellery's third showroom in Chennai on Cathedral Road was marked by a chic fashion show with leading models from Chennai displaying the latest variation of fashionable ornaments, a la mode, ranging from diamonds, rubies, emeralds, platinum jewellery, gold, coloured gold and antique jewellery. Actress Reema (the Sen is silent now) unveiled the Eterna collection of jewellery.
Ironically, it was a show for the princesses and the glamour girls, though the products were that of Prince Jewellery! There were a few male models as well to provide some variety but it was obvious that the customers would essentially be women. The outlet will showcase the limited edition - Eterna Collection - a tribute to the eternal quality and charismatic beauty of diamonds. Each piece in this collection is unique and is priced from Rs. 25,000 onwards. However, for those who have an eye for exclusivity, the professionally trained team at the Prince Jewellery design studio would custom design and fabricate a piece of art. These pieces of marvel include the one, which bagged an award for DTC's Diamonds: Nature's Miracles competition. This particular design was one among the 39 jewellery designs that have been chosen to be exhibited at the final round, which was selected from 1500 entries.
The showroom will also showcase lightweight diamond collections along with DTC's collection of Solitaire collection, Sangini, Nakshatra, Arisia and Asmi Diamond Jewellery. The new showroom is spread over two floors, with the first floor dedicated to diamond and designer jewellery The store houses separate counters for Platinum, Gold and Antique Jewellery
Walking down the ramp in a cramped hall were girls trying to get some space in between the rows of photographers, TV units and well-dressed guests. Some long-flowing dresses were also in danger of being trampled upon by some energetic cameramen. What provided some comic relief was the advent of two cameramen up the staircase leading to the ramp area just when the anchor announced the entry of some beautiful girls, decked in jewellery! And the girls followed the gentry with the camera. Needless to mention, the men had no idea why there was so much fuss.
 Sheeba Prince, the moving force behind the Eterna Collection, says, "We at Prince Jewellery have always been trendsetters and are a benchmark for quality and design. With diamonds, one has to be extremely careful and we are one of the very few showrooms to have professionally trained diamond assorters and graders, who ensure that only the best reach the customers. We would always thrive to give the best to the customer, be it quality or designs and this is the reason behind investing in a design studio that would focus on bringing innovative designs and processes in fabrication of jewellery. "
The new showroom will also showcase other collections such as the lightweight collection, the Subha-muhurtham collection, the Antique Collection in Gold, the His & Hers collection and the Vibe collection in Platinum, the Working Woman collection, among others. It is to be noted that Prince Jewellery was the first to bring out the lightweight gold collection which is ideal for gifts and the showroom also boasts the widest collection in antique jewellery.
Prince Jewellery provides opportunities for young, enterprising designers.
The Designer Studio is one such initiative and students from a number of design institutes have been trained on the job. Princeson Jose, Managing Director, Prince Jewellery is himself a qualified jewel designer and personally oversees the designing and other aspects of quality. He frequently travels abroad to spot new international trends in jewellery design and often introduces them in Chennai. He is one of the leading exporters of designer jewellery from India to UK and US and also has a distribution warehouse in the UK for facilitating exports.
About 'Eterna Collection'
 Billions of years ago, the earth formed her first secrets. She made them flawless, and she made them strong. Man found these little glittering mysteries and called them diamonds. He cut and polished them, made them shine in the best way he knew how, and adorned his woman.
The designers at Prince Jewellery have fashioned the most fabulous necklaces, ear pieces, bracelets, bangles and rings. This limited edition range - called 'Eterna' - is a tribute to the eternal quality and charismatic beauty of diamonds. These pieces from Prince Jewellery are so adaptable that they can be worn every day, making statements in style, creating a personal identity or can be kept for special occasions, like weddings and parties, a spokesperson said.
"While creating the Eterna range, we have kept every angle in focus - including price. The pieces begin at Rs. 25,000 and go up to fit any budget. It is quite ideal for the new bride who wants class and creativity. She is looking for designs that suit her personality, and of course her pocket, " says Princeson Jose, Managing Director, Prince Jewellery about his new collection.
In 1925, partly as a hobby and partly to cater to the demands of the women of Ponkunnam, a hill-town in the lush plantation region of Kerala, Jose, the grand mother of Princeson Jose exhibited gold jewellery that she had designed at her husband's cloth and garment shop. Never did she realise that it would be the start of a saga which one day her grandson Princeson Jose would inherit.
In 1956, late P V Jose opened his first jewellery shop in Madras with an idea of exploring the demand for jewellery from Kerala. In 1982, as part of expansion and diversification, he opened his second jewellery shop in Chennai - Prince Jewellery -- named after his youngest son Princeson.
 Prince Jewellery was the first to launch a lightweight jewellery collection in addition to jewellery for working women. To facilitate the accessibility of premier jewellery to the common man, Prince Jewellery has a variety of schemes - the Prince Gold Plus savings scheme and Precious Poetry - the diamond jewellery savings scheme, which offers the option of buying contemporary jewellery in easy instalment schemes.
With the setting up of its 100% export oriented unit, Prince Jewellery entered the global market to tap the export potential for gold Jewellery from India. Prince Jewellery exports gold and diamond jewellery mainly to US, UK, UAE and Singapore. Foreseeing the demand from UK, Prince Jewellery had set up its own distribution centre named Jewels of India (UK) Limited in London.
Indian Designer:
Venice played host to the Diamonds: Nature's Miracle' exhibition organised by the Diamond Trading Company from the 20th to 21st of October. The highly talented jewellery designer from Prince Jewellery, Chennai, Smita Sarah Fenn's design - The Great Journey took centre stage along with stunning jewellery pieces from Diamond Houses like Bulgari, Tiffany & Co, Van Cleef &
Arpels.
Elegantly erratic, that's the choker necklace that Smita designed, was fabricated into a masterpiece with the help of able mastercraftmen at Price Jewellery, where she works as a Jewellery designer. The choker necklace which is abroad now, be displayed at the new Prince Jewellery outlet, which will be inaugurated on 20th of October, 2004.
 Diamonds: Nature's Miracle' is a unique international design competition initiated earlier this year by DTC. Applicants of the Diamonds: Nature's Miracle' contest were asked to create a collection of diamond jewellery that reflected the intrinsic values of natural diamonds, took inspiration from the dramatized fact that diamonds are a miracle of nature. Smita's design has been chosen as the winning entriy from India to the exhibition.
A native of Coimbatore, Smita had a penchant for fine arts since childhood. She graduated in fine arts from Stella Maris College, Chennai, before moving on to New Delhi for a PG Diploma in Jewellery Design and is currently part of the team that works for the design studio of Prince Jewellery, Chennai.
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