Press Release 08/01/2005

For Immediate Release

Contact: Carolyn Kamii PR July 29, 2005 Tel. 310.441.8404 carolyn@carolynkamii.com

The O.C. Welcomes a Lustrous New Star--Anandia Pearls

BOUTIQUE SHOWROOM OFFERS WORLD-CLASS PEARLS, BRIDAL PEARLS, DIAMONDS AND CUSTOMIZED OPTIONS FOR WOMEN & MEN

(Los Angeles) – Traditionally, diamonds have been considered a girl’s best friend, but the elegance of pearls due to their wide range of varieties, colors and shapes have made them increasingly appealing to discerning women and, now, also to men. In recent times, they have become luxurious choices as fashion accessories and treasured heirlooms.

“Pearls, in general, are underrepresented in the world of fine jewelry,” states Erica Sueng Lim, Product Designer and Co-Founder of Anandia. “I chose to open Anandia out of my passion for pearls and desire to share my detailed expertise with individuals who also appreciate them. I wanted to show customers the infinite design possibilities with pearls and let them experience their beauty.” The boutique is located in chic Newport Beach, California on Pacific Coast Highway, part of the now-famous Orange County. While pearls have traditionally been available only to a niche market with only a handful of specialized retailers, Lim decided to make her high-quality selections available to a larger audience with the opening of her boutique in August 2005 and an E-Shop anticipated to launch in September 2005.

Anandia is distinguished by being the first independent, non-chain retailer of its kind and it boasts the largest selection of premium quality pearls. Lim’s family has been in the jewelry business for two generations. “We purchase from the same pearl producers and wholesalers as the highest-end retailers in this business, yet don’t charge the astronomical prices that one normally sees from global luxury brands,” she explains. “And we are not formal or rigid in our approach. Seeing lots of smiles and joy is our greatest satisfaction.” Derived from the word ananda which means joy in Sanskrit, Anandia believes in cultivating the customer’s experience and catering to the individual through attention and offering customized work, allowing for flexibility in the designs.

The contemporary showroom characterized by dark chocolate-colored wood floors, custom-made leather furnishings, and accented by fresh orchids, offers four categories of pearls: South Seas, which are available in mainly white and golden colors from 10mm to 17mm sizes; Tahitian, which are usually black; Akoya, which are white and commonly known as (Japanese) cultured pearls; and Freshwater, which are more abundant and come in a myriad of colors and shapes.

Anandia prices their pearls according to several criteria: size; surface quality; luster; color; and shape. Shapes include: drop or pear; round; baroque, which are irregular and include the sub-category of keshi. Other price considerations include: the setting, clasp, and other enhancements such as diamonds and colored gemstones. Retail prices for Anandia pearl jewelry range from a few hundred dollars for simple jewelry to six figures for magnificent South Sea Pearl necklaces. According to Lim, pearls of high quality generally hold their value over time and function as heirloom pieces to pass on from generation to generation. While, in the case of rare pearls, which are extremely hard to find because of their origin, unique color or blend of colors, luster and size, their value will increase over time.

Lim and husband Eric Rautman, CEO of Anandia, together selected Newport Beach as the location for the pearl showroom because they liked the casual, relaxed, resort-like atmosphere of the city and its proximity to the ocean. They believe that Orange County clients, similar to Los Angeles area residents, are increasingly sophisticated with an appreciation for luxury products, and understand style, value, and trends. Notes Rautman, who sports a men’s necklace with a single black Tahitian pearl, “Pearls are starting to become popular with men, especially Tahitian pearls, as they can be dressed up or down, and can be placed in very simple settings and mixed with newer materials such as titanium to look very masculine.”

Other products Anandia retails include bridal pieces such as tiaras and necklaces, certified diamonds, as well as luxury watches for men. Anandia is located at 377 E. Coast Highway in Newport Beach. For more information about Anandia and its products, please call the showroom at 949.200.7526 or visit online at www.anandia.com.