The love for soccer knows no boundaries, quite literally. The Economic Times reports that Shrenuj, a Mumbai-based diamond company, recently formed a joint venture with Israel's SWA Trading for the development and marketing of sports diamond jewelry specifically for the world’s soccer lovers. The JV comprises the manufacture of special diamond cuts for such illustrious clubs such as InterMilan, Manchester United, Real Madrid and Barcelona, with a collective fan following of over a billion people worldwide.



The Economic Times quotes an anonymous Shrenuj senior company official who stated that the diamonds will be specially cut and polished to resemble the logo of the individual club and set in jewelry pieces such as medals, trophies, rings, pendants, and bracelets. The sports accessories will be patented worldwide.



As the sports jewelry industry is valued at over $2 billion worldwide, it could well serve as a shot in the arm for the diamond industry which is currently beginning to recover from the aftershocks of the global financial crisis.



The diamonds for the sport clubs will be cut and polished in a diamond manufacturing facility of Shrenuj. A dedicated Strategic Business Unit (SBU) will exclusively control the supply chain and promote the sports jewelry and mementos, co-branded with various national and international sports clubs and team sponsors. A dedicated team has been formed for product development and manufacturing of the products.



Trapz, a division of Israel based SWA Trading whose expertise lies in unusual diamond cuts, has developed the three unique diamond cuts for Shrenuj, which will polish the new cuts in India and distribute the jewelry in India and the Far East. SWA Trading will market the exclusive sports jewelry in mature markets like the US and the Europe.