INDIAN JEWELLER (IJ) Dec - Jan 2020
How did we fair in 2019? It was one of the toughest years for jewellers. From the rise in gold prices to hike in import duty and a lack of demand from consumers - jewellers faced all kinds of challenges insights from Industry Experts
How did we fair in 2019? It was one of the toughest years for jewellers. From the rise in gold prices to hike in import duty and a lack of demand from consumers - jewellers faced all kinds of challenges insights from Industry Experts
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Elvee Jewels<br />
their entire look before coming to a jewellery<br />
shop and know exactly what they want. They<br />
research extensively on social media and also<br />
present us with photos of how they want to<br />
look on their wedding day and accordingly<br />
buy jewellery. Gone are the days when brides<br />
would decide their jewellery first and buy<br />
RK Jewellers South Extension 2<br />
clothes to match it. Now they are very clear<br />
on the look they want to achieve and buy<br />
jewellery to match their vision .”<br />
As we move towards a more progressive<br />
society, women are increasingly making<br />
practical purchases rather than impulse<br />
purchases. “Compared to previous<br />
generations, today’s women are modern,<br />
working professionals, well-travelled and have<br />
a lot more exposure to the world around<br />
them. Women today prefer statement, but<br />
aesthetically classy pieces of jewellery. They<br />
would rather have three light weight, small<br />
stackable bracelets to wear close to their watch<br />
when rather than one or two chunky bangles<br />
,” says <strong>Jan</strong>ak Jethani of Jet Gems.<br />
Luxury items come with a hefty price tag<br />
which not all consumers are willing to pay.<br />
However, a desire to own them causes women<br />
to take it on rent for a special occasion without<br />
outright buying the product. Jewellery as a<br />
luxury item could potentially see this trend<br />
catching up as jewellery commands premium<br />
pricing.<br />
“I do believe renting jewellery will gain<br />
momentum in the years to come. How it will<br />
affect the industry I cannot say at this point.<br />
Earlier jewellery was seen as an<br />
investment but now it’s no longer<br />
true. Women are increasingly<br />
spending money on travel or<br />
electronic gadgets instead of<br />
jewellery; however when it comes<br />
to marriage they do invest in<br />
heavy jewellery. Today brides<br />
decide their entire look before<br />
coming to a jewellery shop and<br />
know exactly what they want.<br />
They research extensively on<br />
social media and also present us<br />
with photos of how they want<br />
to look on their wedding day and<br />
accordingly buy jewellery. Gone<br />
are the days when brides would<br />
decide their jewellery first and buy<br />
clothes to match it. Now they are<br />
very clear on the look they want<br />
to achieve and buy jewellery to<br />
match their vision<br />
Varda Goenka, Varda Goenka Fine<br />
Jewels by Diagold<br />
The millennials buy<br />
for themselves<br />
rather than for<br />
investment, and<br />
they prefer more<br />
everyday wear<br />
diamond jewelry<br />
which is low priced. The preference<br />
of design is classic but more<br />
edgy and something they can<br />
personalize. Fashionable fresh and<br />
alluring<br />
Darshan Jariwala, Zunda<br />
<strong>INDIAN</strong> <strong>JEWELLER</strong> | december 19-january <strong>2020</strong> | 91
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