Cristiano Ronaldo’s Sister Elma Aveiro Inaugurates Sparkle Diamond Fest in Kozhikode

Elma Aveiro, sister of football legend Cristiano Ronaldo and Brand Director of the CR7 brand, visited Kozhikode on Saturday to inaugurate the ‘Sparkle Diamond Fest’ at the Boby Chemmanur International Jewellers showroom, drawing attention from residents and football enthusiasts in the city. Aveiro received a warm welcome during her visit, bringing an international football connection to a jewellery festival in a state where Ronaldo enjoys a massive following.

The inauguration was attended by Dr. Boby Chemmanur (boCHE), Chairman and Managing Director of the Boby Chemmanur International Group, Managing Director Sam Sibin, Director Anna Boby and General Manager-Marketing Anil C.P. As part of the festival, boCHE selected the winner of an Instagram contest, who received a gold biscuit. Customers can also participate in a lucky draw to win a Kia Seltos as the bumper prize. The festival offers up to 50% discount on making charges for diamond ornaments, along with an extensive collection of lightweight and contemporary jewellery designs.

The event comes as the Chemmanur group continues to build on its long jewellery heritage, which the company traces to 1863. It says the group now operates across India, the US and UAE, employing more than 41,000 people and supported by over 500,000 affiliates and sales officers. Its diversified portfolio covers jewellery, gold loans, resorts, travel, e-commerce, food, retail and other ventures, including boCHE Gold & Diamonds, while the group has also promoted concepts such as Parakkum Jewellery, Rolls-Royce taxi and helicopter taxi services.

Beyond business, boCHE is known for sports and philanthropy. His reported 812-km run promoted the message “Give blood, save life,” while his ‘YaachakaYatra’ campaign helped raise around ₹34 crore for Kozhikode native Abdul Rahim’s case in Saudi Arabia. His boCHE Fans Charitable Trust operates Life Vision Charity Homes, providing food, medicine and shelter to destitute people.

BoCHE says he has received more than 200 awards and recognitions, including the Mother Teresa Award, Glory of India Award, Best Humanitarian Award and Kerala State Business Excellence Award.

The Kozhikode event thus combines global football appeal, jewellery retail, business expansion and philanthropy, with Aveiro’s presence giving the Sparkle Diamond Fest an international spotlight.