For decades, Sri Lanka is recognised as the key source of world-class, superior quality precious and semi-precious stones in the international gem and jewellery industry. Being the cradle of these "treasures", the country’s gem and jewellery trade has been widely acclaimed even in the early recorded historical accounts. Today, the industry has become a part of the local culture and tradition becoming the main source of livelihood to many. As the industry progressed, Sri Lanka has become the venue for international exhibits and trade shows, an opportunity that mirrors the aptitude of the local jewellery designers and manufacturers, and while several jewellery houses have been put up throughout the years, Swarna Mahal Jewellers has remained the leading manufacturer and retailer of gold jewellery in the country. Swarna Mahal Jewellers is one of the most recognised companies in Sri Lanka operated by EAP Holdings Limited. The name Swarna Mahal literally means "house of gold". The brand has become a household name for quality and trust among Sri Lankans; its jewellery line is synonymous with beauty and sophistication. With decades of experience in the trade, Swarna Mahal continues to lead the jewellery industry commanding over 65% of the market share. The company takes pride in its workshop that is fully equipped with state-of-the-art machinery, internationally trained designers, and its experienced team of goldsmiths, qualified in the manufacture of traditional and western handcrafted jewellery. Today, Swarna Mahal operates 16 outlets throughout the country. AURA, which Swarna Mahal introduced in 2000, carries a large collection of ultra-modern designs of white gold jewellery, in contrast to the "all in yellow gold" designs of Swarna Mahal. The brand Aura is committed to bringing inspirational and never-before-seen pieces and to create a jewellery line that is both urban and stylish. Within a couple of years of its launch, AURA has successfully established itself as a novel jewellery brand earning its special niche in the market, appealing to those with finer tastes. Today, the name AURA has achieved iconic status and its products have continued to embody elegance and style and have wooed the hearts of its growing clientele.