When Nihar Mehta, partner at Bombay Jewellery Manufacturers in Mumbai, partnered with a U.K. retailer three years ago to make a pink and colorless diamond ring for a retail price of just £800, sales expectations weren’t high. Mehta expected to sell about 50 pieces, but much to his surprise, he was inundated with more than 300 orders within a matter of days. This was his lightbulb moment: There was a gap in the market for the aspirational consumer. ?

Fast forward to today, and Mehta is poised to launch the Naturally Pink collection of diamond jewelry at JCK Las Vegas next week. Made in 14k and 18k gold, with natural pink and colorless diamonds—as well as two different qualities of stones— the line features suggested retail prices that range from $500–$5,000. The tag line for the collection is “Less Than One in a Million,” which speaks to the scarcity of natural-color pink diamonds: Some in the industry maintain that an entire years’ worth of production of pink stones would be small enough to fit into the palm of a hand. The collection aims to offer mainstream consumers an opportunity to own a piece of this rare luxury product. ?

“Bombay Jewelry Manufacturers developed a customized grading system encompassing 54 different grades of the pinks in differing colors and intensities,” Mehta told the press this week. “By going into finer details of defining hues from rose pink and purplish to champagne pinks, we have been able to match jewelry suites, especially in pave work, thereby giving consistency as well as using a wider range of material.”??

Bombay Jewelry Manufacturers? opened a U.S. branch in Los Angeles in January 2011. Visit them at JCK Las Vegas at booths S12187 and S12188.

Marquise-shape ring in 14k white gold with 0.50 ct. natural pink and colorless diamonds; $3,300

Diva Dress ring in 14k white gold with 0.75 ct. t.w. natural pink and colorless diamonds; $4,500

JCK