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RAPAPORT... Lypsa Gems & Jewellery Ltd. will launch the Lypsa Atelier and Oropel brands to enter the diamond-studded jewelry marketplace, according to a company statement on the Bombay Stock Exchange. The group intends to offer the brands through ecommerce channels. The Lypsa Atelier brand will primarily focus on creating "moderately priced" fashion diamond jewelry, set in 9-karat and 14-karat gold to attract a younger, female demographic. The product line will be initially marketed online at various ecommerce channels and then Lypsa intends to sell the collection through its own ecommerce solution, using augmented reality-based trials. The Oropel brand will feature higher-quality diamond jewelry, set in 18-karat gold, with options for customers to design their own pieces with Lypsa design experts.
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