Indian Jeweller (IJ) Magazine August -September 2019

Does your consumer know where the
center stone of her ring comes from?
Can your client pinpoint which
region of the world has produced her strand
of ruby beads? Since trust and transparency
form the foundation of any lucrative business,
how can our industry, which has placed trust
at the centre of its business model, survive
in the long run without transparency? Gold,
diamonds, gemstones and other precious
materials are used in making a piece of
jewellery. To strengthen trust in the mind of
the consumer, important details like where
the stones have been mined from, are they
responsibly mined and what processes have
been followed while cutting and polishing
etc should be given. The responsibility of
procuring and divulging these details lie with
the jeweller if he wants to survive in the long
term.
Saumya Sanjjay of AVR Swarnamahal, a
Salem based chain of jewellery stores says,
“It definitely has an impact when you know
the entire history of the diamond that you
own. Gemstones such as emeralds, rubies,
sapphires and other stones also have their
own stories. When manufacturers provide us
these details, it is another piece of valuable
information that helps us give confidence to
our consumers. It is well within the rights
of the consumers in wanting to know more
information about the stone they are buying.”
The million-dollar question
With increasing awareness and exposure
to information on these precious stones,
consumers should be asking the right
questions to their jewellers. Elaborating
on this trend Saumya adds, “Nowadays,
consumers are extremely aware as they visit
several retailers before deciding on one
particular purchase, and sometimes they end
up giving us information. So, when you have
more information, it definitely adds a lot of
value and impact and helps build a stronger
relationship with our clients. Diamonds and
gemstones need to have their own stories;
they need to have certification and origin
reports. All jewellers should make the effort
to give consumers the right information and
make themselves as transparent and genuine
as possible.”
However, in the city of Nizams, this
trend is almost non-existent. Consumers
prefer trusted jewellers who they have been
patronizing for decades and are unaware
of terms like gemstone origin or tracing.
Abhishek Chanda of Hyderabad based
Kalasha Fine Jewels says, “In our jewellery
segment, diamond jewellery forms 40-45per
cent and gold and jadau jewellery forms the
rest. When our consumers purchase diamond
jewellery from us, they are not too concerned
with origin rather they are price sensitive
and concerned with hallmarking of gold and
It definitely has an impact when
you know the entire history of the
diamond that you own. Gemstones
such as emeralds, rubies, sapphires
and other stones also have their
own stories. When manufacturers
provide us these details, it is another
piece of valuable information that
helps us give confidence to our
consumers. It is well within the
rights of the consumers in wanting
to know more information about the
stone they are buying.
Saumya Sanjjay, AVR Swarnamahal
When our consumers purchase
diamond jewellery from us, they
are not too concerned with origin
rather they are price sensitive and
concerned with hallmarking of gold
and buy back policy. However, they
are interested in certification from
reputed institutes .
Abhishek Chanda, Kalasha Fine
Jewels
INDIAN JEWELLER | august-september 2019 | 95