Jaipur Jeweller Refuses to Sell $2.7M Record-Breaking Diamond Ring
Jaipur jeweller keeps $2.7M peacock ring as brand icon.
Abhishek Sand, co-founder and director of Jaipur-based Savio Jewellery, has masterfully converted a Guinness World Record into a cornerstone of the company's branding strategy, steadfastly declining to sell the iconic peacock-shaped ring appraised at USD 2.7 million. Crafted as an exquisite representation of India's national bird, the ring secured the title for "most diamonds set in one ring" in 2015 and was honored by the late President Pranab Mukherjee at Rashtrapati Bhavan.
Composed of seven meticulously assembled parts with diamonds encrusting both the front and back surfaces, the piece held the Guinness record until 2018. Rather than liquidating this extraordinary asset, Savio Jewellery has positioned it as an enduring emblem of innovation and craftsmanship. "We made a strategic business decision never to sell this piece. It has become our brand identity," Sand shared with PTI during the Saudi Arabia Jewellery Exhibition (SAJEX).
At major international trade shows featuring thousands of exhibitors, the ring serves as a magnetic centerpiece, ensuring Savio Jewellery stands out amid fierce competition. "At exhibitions with 4,000 plus exhibitors, you need differentiation. A Guinness World Record provides that edge. People remember us as record holders," Sand elaborated. The strategy has yielded tangible results, with the ring consistently sparking engaging conversations and attracting throngs of visitors to the company's displays worldwide.
Also Read: Rajasthan Launches 160 RSRTC Buses and Jaipur–Kathgodam Super Luxury Route
Sand emphasized that the ring's value transcends its USD 2.7 million appraisal—set by Guinness officials and unchanged since 2018—extending to immeasurable enhancements in brand recognition and customer trust. "Wherever we take it around the world, it becomes the centerpiece of conversation. Everyone who visits our display talks about the ring," he added.
Shifting focus from record pursuits, Savio Jewellery is now concentrating on producing high-quality diamond jewelry featuring authentic gemstones such as emeralds, rubies, blue sapphires, and tanzanite. Leveraging Jaipur's rich heritage in gemstone sourcing, the firm caters to both domestic and global markets.
While quantifying the exact business impact remains challenging, Sand affirmed that the record has profoundly elevated the company's profile and credibility. "The brand value is significant," he concluded.
Also Read: Torrential Rains Paralyze Jaipur, Kota Amid Severe Flooding
