INDIAN JEWELLER (IJ) Dec - Jan 2020

Special Feature
Gold jewellery is an inherent part
of Indian culture. Since marriage
is a once in a lifetime occasion,
brides and families are ready to
splurge on gold jewellery and
buy heavy necklaces, oversized
earrings and chunky bangles.
The charm and elegance of
traditional jadau and polki
continues to this day and will
also remain timeless. But at
the same time women have
become practical as well and are
also moving toward lightweight
jewellery featuring intricate
carving and coloured stone
studded jewellery
Arvind Chordia, Saaz Jewels
When we have millennial
customers in the store, we
make sure that the experience
of buying is fantastic. This
involves a very patient &
understanding sales executive,
good ambience, excellent
beverages and an easy going
approach of not pushing for
sales
Ishu Datwani, ANMOL
are seeing now days. Even for brides, parents
would earlier buy 80 per cent heavy jewellery
while 20 per cent would be wearable,
everyday jewellery. But now it has become
50-50. Transformative jewellery has taken the
industry by storm. Versatility is the one thing
women are looking for so that they can wear
one piece in multiple ways .”
Gold which is considered a symbol of purity
and prosperity has played an invaluable role
in Indian weddings, not only because of its
inherent value but also due to its underlying
meaning. It is undeniable that gold jewellery
plays an essential role during the lives of many
women from birth to marriage to festivals
and feasts. Indian culture is deeply associated
with gold and gold jewellery and the role
of gold jewellery in Indian society is crucial.
Strong emotional response of the buyer joined
with a compelling traditional bent of mind
emphasizes the role of gold. The trend has seen
several changes over a period of time and it
also helps to transfer customs and rituals from
one generation to the other.
Arvind Chordia of Saaz Jewels shares,
“Gold jewellery is an inherent part of Indian
culture. Since marriage is a once in a lifetime
occasion, brides and families are ready to
splurge on gold jewellery and buy heavy
necklaces, oversized earrings and chunky
bangles. The charm and elegance of traditional
jadau and polki continues to this day and will
also remain timeless. But at the same time
women have become practical as well and
are also moving toward lightweight jewellery
featuring intricate carving and coloured stone
studded jewellery .”
Jewellery was previously seen as a valuable
investment and Indian parents would save
up money for their daughter’s marriage. But
today, jewellery faces stiff competition from
experiences, travel, branded apparel and
electronic gadgets which are increasingly
becoming a part of Indian fabric. Sharing her
perspective, Varda Goenka of Diagold revealed,
“Earlier jewellery was seen as an investment
but now it’s no longer true. Women are
increasingly spending money on travel
or electronic gadgets instead of jewellery;
however when it comes to marriage they do
invest in heavy jewellery. Today brides decide
Saaz Jewels
90 | december 19-january 2020 | INDIAN JEWELLER