Jewellery stores gear up for Valentine's Day

Valentine's Day is an important holiday for the gold jewellery industry with D'damas attempting to get a greater portion of the market with its new Art of Gifting campaign.

Indian jewellery brand to the stars D'damas is bringing out some special offers for the day of love which it hopes will tempt people to give as gifts to loved ones on February 14th.

Running from February 1st to 20th, the Art of Giving campaign will see perfumes, makeover vouchers and body sprays being given away with gold and diamond jewellery.

Mehul Choksi, the chairman of D'damas, said: "After the festivals and the wedding season, Valentine's Day is another important day in our lives.

"In the US, the day sees maximum sales of jewellery, next only to candies. This can be repeated in India too."

D'damas is a glamorous brand throughout India and has the patronage of Bollywood actress Celina Jaitley.

The company is aiming to have 1,000 outlets in India soon.