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03 December 2023

The jewel in the TV crown

By Reena Amos Dyes



Diamond-encrusted phones, computer mice, ties, pens, desks, baths and wedding gowns have already dazzled the market. Just when we thought designers could not possibly find any more products to splash the precious stone on, they come out with yet another diamond-encrusted product – this time it is a television set.


Named the Yalos Diamonds, this LCD TV set is produced by Atelier, the luxury arm of Italy-based Keymat Industrie.


Talking to Emirates Business, Marco Formica, business director of Yalos Atelier, said: “It all started as part of a publicity campaign. Keymat was going to participate in the consumer electronics trade fair, IFA, that was held in Berlin in September 2006. I wanted to do something to draw attention to our company and also to the new LCD TV we had produced.


“Even though the TV itself was quite special because we used glass on the front and the back, we still needed to stand out. So it was then I came up with the idea of embellishing our basic Yalos TV with diamonds.


“I went to Takehide Sano, the Japanese architect who had designed the Yalos for us in the first place. Together we worked to create the Yalos Diamonds, a TV on which diamonds have been used to create the starry-sky effect. After that we held a press conference at the IFA show, where we showcased both our television sets, and the Yalos Diamonds created  a huge sensation. I would say our marketing technique  paid off because not only did we get extensive coverage worldwide, we are still getting enquiries from individuals interested in buying the Yalos Diamonds.


“Even though it all started as a marketing concept, now we are actually producing the TV and selling it through our luxury tailoring laboratory named Yalos Atelier because people love it and want to own it,” he said.


The Yalos Diamonds is embellished with 155 diamonds of VVS purity in three different sizes of 0.10, 0.15 and 0.32 carats. The front glass has specific holes, accordingly with the defined layout any single stone is placed on its 18-carat gold holder.


“We have also introduced the Ruby Rain version, which is similar to the Yalos Diamonds, but instead of diamonds we have used rubies and the surface is white instead of black,” Formica said.


The price of a Yalos Diamonds LCD TV starts from Dh541,000, but it varies according to customers’ needs.


“We design our sets depending on the taste of the customer. We can customise the glass on the back with pictures, while on the front we can provide stones such as rubies and emeralds in different designs and colours.


“And it is not just the looks, we can provide sets with up-to-the-minute technology, such as full HD, digital tuner and other features.


“We take three months to create a bespoke set once the pattern, sketch and specifics have been agreed with the clients. But it is worth it in the end as the final effect is gorgeous and the usual response that we get from our clients is ‘wow’.”