Bangalore: Tanishq has launched a stunning new diamond earring collection called "Hoopla" – the first of its kind in India. With over 40 brilliant designs, Tanishq's "Hoopla" collection begins at an affordable price of Rs 8,200.

Diamond hoops are the current international rage. From Hollywood celebrities and models to CNN reporters, diamond hoops have enamoured women coming from vastly diverse backgrounds. Julia Roberts was spotted wearing diamond hoops at the People's Award 2001. Katie Harman, Miss America 2001 wore it during her coronation ceremony. Vanessa Williams wore it at the opening of the NBA season on October 30.

In keeping with its tradition of design innovation and leadership, Tanishq has created a wide and exclusive collection of diamond hoops for Indian women. Gold hoop earrings have been worn by Indian women since time immemorial - but this launch marks the debut of diamond hoops, with unusual designs in white gold, which will appeal to all Indian women – from the trendy fashionista to those that prefer their jewellery understated.

Speaking at the launch of Tanishq's "Hoopla" collection (and wearing a pair of beautiful diamond hoops herself), Ms Saroja YL, senior manager, sales and marketing, said: "If you haven't worn diamond hoops before, you are missing out on one of the thrills in international fashion. Diamond hoops make a woman look and feel glamorous and youthful. Tanishq's Hoopla caters to the eternal desire of women to look forever young!"

Diamond hoops suit women of all ages. They enhance every woman's look, and complement a variety of facial types. They are perhaps the only diamond jewellery products which go well with all types of dresses — sarees, the salwar kurta as well as Western wear. They are suitable for all occasions — weddings, parties, business meetings, or even just a leisurely, romantic stroll by the seaside.

"The uniqueness of the Hoopla collection is that it combines traditional designs with designs that have a more modern appeal — geometric shapes, for instance. I do believe that this collection will ignite the passion for diamond hoops amongst all fashion conscious Indian women. We are confident that this collection will be as successful in India as it has been in the West. Everyone who has previewed the collection has been extremely excited by it," Ms Saroja said.

In line with Tanishq's high quality standards, all the diamonds used in the "Hoopla" collection have been carefully selected by qualified gemologists and are backed by Tanishq's unique certificate of diamond quality.

In a short span of five years, Tanishq has become India's Jeweller of Choice. Even today, Tanishq is the only national jeweller in India with an unmatchable consumer reach through 48 exclusive boutiques in 37 cities. This brand today commands the respect of over one million customers.

The company's constantly evolving range begins from gold jewellery in 22 karat gold and extends to reasonably priced diamond-studded jewellery. Tanishq's jewellery prices start from Rs 600 and extend to special custom designed high value sets at the top end. Tanishq offers exchange for any jewellery and also offer a savings scheme called "Golden Harvest".