Shree Ramkrishna Exports Pvt Ltd (SRK) launched at JCK Las Vegas its new brand identity and portal, which company leaders said are representative of SRK’s vision and transformation into a forward-thinking and dynamic diamond manufacturer. The milestone event, which centred on the company’s new brand promise – “Pure Light” – was led by SRK founder Govind Dholakia.
The new website, SRK.One, offers excellent user-friendly experience, and is equipped with virtually every tool that can help a client make the right decision when purchasing a diamond, according to SRK Director Shreyans Dholakia.
“One” also takes on a deeper meaning for SRK, Shreyans said.
“’One’ is the first whole number. SRK believes in wholeness, which is reflected in the SRK family culture where SRK counts all its customers, stakeholders, associates, vendors, including its craftsmen, as family members,” he said.
The new logo symbolically “puts the diamond on a pedestal,” the company official said. The placement of the letters S, R and K resembles a diamond being held up by pillars, which are representative of the four essential elements of a diamond – Cut, Carat, Colour and Clarity. “The ‘Diamond,’ standing tall, resembles SRK’s stature in the industry, owing to its strong principles,” Shreyans said.
To mark the occasion, SRK hosted a panel discussion featuring Tom Moses, executive vice president and chief laboratory and research officer at the GIA; Erik Jens, member of the management team for international clients and CEO for Diamond & Jewellery Clients at ABN Amro Bank NV; and Paul Rowley, executive vice president for De Beers Global Sightholder Sales. The discussion was moderated by Rob Bates.