Press Release

CORONET BY REENA AHLUWALIA LAUNCHES ‘SOUL CAROUSEL’ SPINNING JEWELRY COLLECTION

Immediate Release
Hong Kong (September 15, 2017) – Aaron Shum Jewelry and designer Reena Ahluwalia are all set to reveal new colorful collection through their jewelry brand ‘Coronet By Reena Ahluwalia’. Today, the duo present latest design innovation by introducing ‘Soul Carousel’ – a spinning jewelry collection set with natural diamonds and Swarovski^® Created Stones at the first day of September Hong Kong Jewellery & Gem Fair at HKCEC.

The ‘Soul Carousel’ is top on fashion, colorful, interactive and interchangeable jewelry collection. The natural diamond jewelry pieces are patented and have multi-layered, spinning forms that can easily be detached to be worn in multiple-ways. The collection is an explosion of color, and uses Swarovski^® Created Stones in a hyper-energized rainbow palette. The central element is the patented Coronet^® natural diamonds setting, where seven stones come together to create one grand solitaire effect. A signature ‘pointer’ design element points to the true center of our being, and reminds us to experience all colors of life and live our life to its fullest.

Collection starts at USD $1000 retail. The Coronet By Reena Ahluwalia is using a combination of natural diamonds with Swarovski^® Created Stones to add a punch of color and provide an unmatchable price point to their retailers worldwide. Additionally, Coronet By Reena Ahluwalia's other key collection is "Inner Brilliance" - an all-natural diamonds collections.

According to designer Reena Ahluwalia, “Soul Carousel collection is a fun, pick-me-up, celebratory collection that centers around the idea of our colorful souls that spread happiness and joy. Like a carousel, the jewelry spins and displays its vibrant rainbow palette. Moreover, each jewelry piece can be detached and worn in multiple ways, allowing you to express your unique individuality. It’s a happy collection!”

Coronet By Reena Ahluwalia is a design collaboration between Hong Kong’s top brand Coronet^® of Aaron Shum Jewelry Ltd., which is also an official Ingredient Branding Partner of Swarovski.

Aaron Shum, President of Aaron Shum Jewelry, adds, “We’re delighted to launch a series of stunning new pieces with Reena and Swarovski. Our partnership delivers inspiration, technical excellence and unrivaled creative craftsmanship to the industry. ASJ as the trend setter of the industry, we place our great hope on the collection for inspiring the jewelry market.”

Stephen Kahler, SVP of Global Sales Operations of Swarovski Gemstones Business said, “The latest Coronet By Reena Ahluwalia - Soul Carousel collection has come to differentiate itself as more than jewelry.  This collection’s unique spinning movement, patented Coronet natural diamond setting, along with Swarovski^® Created Stones captures the essence of the brilliant, sparkling and vibrant way of life. We are truly excited to work with Aaron Shum and Reena Ahluwalia.”

‘Soul Carousel’ collection from ‘Coronet By Reena Ahluwalia’ will premiere on September 15, 2017 at the Hong Kong Jewellery & Gem Fair. HKCEC, Aaron Shum Jewelry – Hall 1C, Booth 701. Both ‘Soul Carousel’ and ‘Inner Brilliance’ spinning diamonds collection will be on view.
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ABOUT CORONET
Coronet^® is the signature brand of Aaron Shum Jewelry. With its worldwide patented design, each piece of Coronet^® made from 7 high caliber diamonds set WITH NO PRONGS holding the center diamond, along with precision of cut, symmetry and polish, which attribute to the best fit proportion to conceiving a luminous solitaire diamond effect yet at exceptionally competitive value. Thus, this patented Coronet^® technique stands out above any other similar products on the market. To their pride and joy, Coronet^® had received the Hong Kong Top Brand Awards in 2010, and it is the first and only jewelry product brand in the history of Hong Kong industry winning this prestigious award. Besides, it had won the Hong Kong Famous Brand Award in 2012 and Hong Kong Star Brand Award in 2013 respectively.

Throughout the past years, Coronet^® has established a global reach of over 1000 POS. In 2015, the Coronet^® diamond guitar set with more than 400 carat of diamonds on 1.6kg of 18k gold was verified as the world’s Most Valuable Guitar by Guinness World Records; in the consecutive year, Coronet^® collaborated with Hollywood superstar Jermaine Jackson in creating “Circles of Life”, a Fender bass set with 16033 jewels, and attained the Guinness World Records “Most Jewels on Guitar” title.

ABOUT REENA AHLUWALIA
Recognized as one of the Top Masters of Jewelry Design in Canada, Reena Ahluwalia is an award-winning jewelry designer, painter and professor. Along with creating jewelry with deep meaning and symbolism under her own brand, Reena is a strategy adviser and design consultant to some of the top brands. One of handful of living jewelry artists whose work is featured on a postage stamp. She designed a historic diamond piece for the Legislature of Ontario (Canada) with De Beers Canada. Reena created the inaugural collection for India's Rio Tinto Bunder Mine, diamonds found 100 years after the Golconda mines depleted. As a tribute to the Royal Wedding, Reena created a Diamond Tiara for HRH Kate Middleton. As an accomplished painter, Reena paints highly nuanced, hyper-realistic diamonds with ultra-magnified facets. Among other charities, her artwork benefits 'Jewelers For Children' (JFC) charity, to help children victims of catastrophic illness. Reena is a Fellow of (IwB) Institute without Boundaries.

ABOUT SWAROVSKI CREATED STONES
Swarovski delivers a diverse portfolio of unmatched quality, craftsmanship, and creativity. Founded in 1895 in Austria, Swarovski designs, manufactures and markets high-quality crystals, genuine gemstones and created stones, such as zirconia, as well as finished products such as jewelry, watches, accessories and lighting. A family-owned company for more than 120 years, with values rooted in integrity, respect, and excellence, Swarovski is noted as much for its ethics in business as for its contemporary artistry and innovative flair.

Swarovski^® Zirconia is the first zirconia in history to adhere to the comprehensive set of standards for grading diamond cut quality of the Gemological Institute of America (GIA), the world’s foremost authority on diamond grading. The unmatched brilliance of Swarovski Zirconia makes it the finest and most diamond-like zirconia available today. Perfectly saturated colors and sophisticated cuts, which were inspired by the most famous fancy diamonds and stem from Swarovski’s history of more than a 120 years of precision-cutting expertise, place Swarovski Zirconia in a class of its own. The vivid shades are created with Swarovski’s patented surface enhancement process TCF™ (Thermal Color Fusion) that is environmentally sound and does not expose the stones to irradiation. The colors are durable and of proven resistance for daily wear.

MEDIA ENQUIRY
Ms. Annie Wong, [email protected], www.aaronshum.com
Ms. Reena Ahluwalia, [email protected], www.reenaahluwalia.com

SOCIAL MEDIA. Please join us in our journey of creation
Instagram: @reenaahluwalia, @swarovskigemvisions, @aaronshumjewelry, @coronetboutique
Facebook: @Reena.Ahluwalia.Design , @coronetaaronshumjewelry, @Swarovski.Zirconia.Original
Twitter: @reenaahluwalia,
LinkedIN: Reena Ahluwalia
Hashtags: #ReenaAhluwalia, #CoronetByReena, #SoulCarousel #AaronShumJewelry, #CoronetDiamonds, #SwarovskiZirconia #SpinningGemstones #SpinningDiamonds, #Rainbow