Kalyan Jewellers and iDNA Graphics launches the Helix – DNA collection

Now get jewellery that has your very own DNA engraved on it. India’s largest directly operated jewellery chain, Kalyan Jewellers, has tied up with iDNA to launch the unique and customized ‘HELIX – DNA Jewellery.

The HELIX – DNA jewellery collection entails unique designs encrusted with your own DNA. The HELIX – DNA jewellery collection, with its range of rings, bracelets and pendants is an innovation in the field of jewellery design that expresses your individuality on something as personal as jewellery, said Sanjay Raghuraman, COO, Kalyan Jewellers.

Having DNA inscribed in jewellery is a simple procedure. All a customer has to do is visit a Kalyan Jewellers store and ask for a DNA collection kit. The DNA kit is used to collect the sample and it is sent over to technology partner, iDNA, , where a graphic image of the DNA sample is generated. This image is then embossed on the jewellery.

Speaking on the occasion Mr. Yash Moghe, Co-founder iDNA Graphics said “We are proud to have found a synergetic partner in Kalyan Jewellers. With a wide distribution network and loyal consumer base we will be able to promote this unique concept across the country. We are particularly happy with the trust that the Kalyan brand enjoys among its large customer base.”

Bringing a personal touch to jewellery, HELIX immortalizes your essence in pure gold. These will initially be available across 15 showrooms of Kayan Jewellers. Each person on the face of the earth has his or her own unique DNA pattern. HELIX Jewellery will have a graphic image of this on the piece of jewellery.

The company plans to open 17 more showrooms in the current year.Kalyan Jewellers has been at the forefront of pioneering efforts to educate the public about cheating and malpractices in gold quality and transparency in pricing through their campaign ‘Fight against Impure Gold”.