Muscat – Elite Jewellery, a trusted name in Oman’s jewellery market for over 30 years, is stepping into a new chapter with a refreshed identity and expanded offerings. The company, which has the distinction of being the first Indian jewellery store in the sultanate, will now be known as Elite Gold and Diamonds, signalling a broader focus and a refined brand identity.

The announcement was made at a press conference attended by Managing Director PV Nihas and Manager Raju Chacko, who shared the company’s vision for the future. The rebranding marks the beginning of a new era for the jewellery house, with plans underway to expand operations further across Muscat.

The official grand launch of Elite Gold and Diamonds will take place at the Ruwi Rado Market showroom this coming Friday at 5:30pm, and will be graced by Indian film star Isha Talwar. Adding to the glamour of the event will be the launch of the brand’s much-anticipated new diamond collection – Azra Diamond – which features an exquisite range of lightweight, innovative and eye-catching pieces crafted to suit modern tastes.

Ahead of the main launch, a soft opening of the showroom is scheduled for Monday, offering a preview of the revamped space and its elegant collections. To celebrate the rebranding, Elite Gold and Diamonds has also announced exclusive launch-day offers valid on April 18 and 19.

Customers can look forward to a 70% discount on diamond jewellery, no processing fees on local items, a minimal 5% processing fee on special collections, and gold coins without any processing fees. Furthermore, gold exchange will be available without any additional discount deductions, making it an ideal time for patrons to refresh their jewellery collections. All offers will be subject to terms and conditions.

With its legacy of trust and craftsmanship, Elite Gold and Diamonds is poised to continue delighting customers while expanding its footprint in the Sultanate. The management has confirmed that, in addition to its three existing branches, the brand is actively planning further expansion across Muscat in the near future.