Suashish Pushes Diamonds during Hindu Holiday

India’s Suashish Diamonds, a DTC Sightholder, is offering jewelry buyers a free diamond-studded pendant on the Hindu holiday of Akshaya Tritiya, when it is customary to buy gold jewelry.

The company says sales of its Ishi’s diamond jewelry collection jump an average of 30 percent on the day.

Observers of the holiday are now also buying diamond as well as the traditional gold jewelry as gifts, according to Suashish.