SWA Diamonds

SWA Diamonds is a leading ornament manufacturer from Kerala which has been in news for bagging Guinness World Record for the most number of diamond studs in one ring. The ring named ‘The Touch of Ami’ has 24,679 studs and surpassed previous record of a ring with 12,638 diamonds.

With international media including Fox Business, CNN and Washington Examiner widely covering Guinness World Record achievement, SWA Diamonds has showcased Indian diamond artisan’s skills and also upheld pride of India before the world.

SWA, is the brand owned and manufactured by CAPESTONE which entered the ornament manufacturing business in 2012 by manufacturing machine made chains and other jewellery. In 2011, SWA introduced diamond studded jewellery in 18k gold under the brand name ‘Mugal Diamonde’ and also launched platinum jewellery which were huge success. CAPESTONE now supplies gold and diamond jewellery to more than 600 retail jewellers in South India. We offer diamond ornaments at affordable prices. The plan is to make our products available across the length and breadth of the country. Our objective is to make diamond jewellery accessible and affordable among common people of the country.

Our Objectives

Our objective is to achieve the target of 200 stores in Kerala by the end of 2022 and plans to have a combination of own stores franchise network of achieve a retail stores target of 1000 stores across South India by 2023.

Product Lane

SWA’s commitment to crafting extraordinary includes traditional, contemporary and fashionable designs in 18k yellow gold, white gold, rose gold and in platinum. Our collections include lady’s rings, gent’s rings, couple band, nose pins, bracelets, bangles, earrings, half bangles, navaratnam, necklaces, pendants, mangalsutras, kids jewellery and solitaire collections. Our products start from Rs 5000 to 6,00,000. All our products are IGI certified and BIS hallmarked.

After-sale service

Under after sale service, life time repair warranty, life time buy back policy and life time insurance are offered on diamonds. Besides 24X7 customer support, we offer buyback and exchange facility at any SWA outlets.

Success Factors

SWA DIAMONDS is uniquely qualified to succeed due to the following reasons:

Products: Our Products are superior to our competitors because of the quality and unique designs.
Human Resources: Our management team has unique experience in the industry including ornaments designing, manufacturing, supply & sales.
Location: Our store helps us to better serve customers because of the easy access.
Operational Systems: We have developed systems that enable us to provide high quality products/services at a lower cost. These systems include our sophisticated diamond ornaments manufacturing factory and complete Human Resource tracking system.
Intellectual Property (IP): We have Intellectual Property that gives us an advantage over our competitors. Our IP includes, thirty years of experience in manufacturing and sales of gold and diamond ornaments, so far 150+ retailers has accepted the brand SWA diamonds in a time period of two year.
Customers: We are already serving key customers which our competitors are not. These customers include small and medium jewelry retailers both in metro cities and rural areas, who wish to deal with diamond ornaments retailing.