DW JAN - FEB 2020

Special Feature
SOUTH
Brides love bling
In bridal jewellery, the younger
generation is more into rings, tops,
pendants etc. In the south, long
chains are more in demand especially in a
set with choker, bangles and earrings. Hair
accessories is yet another thing people
like to wear in south Indian weddings
and these days they like the accessory to
be in diamonds instead of gold. “Earlier,
the trend was to buy gold pieces, however,
now the trend is changing and people
are looking forward to buying diamond
jewellery and incorporating one or two
pieces of the same to their bridal looks.
Mid-level customers prefer carat sizes
from .50 to 1 ct and for people with more
disposable income one cannot predict, as
they could buy anything over and above 1
ct ,” says Joy Alukkas of Joyalukkas.
Earlier, the trend was to buy gold
pieces, however, now the trend is
changing and people are looking
forward to buying diamond
jewellery and incorporating
one or two pieces of the same
to their bridal looks. Mid-level
customers prefer carat sizes from
.50 to 1 ct and for people with
more disposable income one
cannot predict, as they could buy
anything over and above 1 ct
Joy alukkas, Joyalukkas
Under 1 ct diamond rings
for the win
The new-age brides in
the south are informed
jewellery buyers. They
always look for wearability, quality
and above all a reflection of their
individual style statement while
buying jewellery. As a result, they
now prefer to include diamond
jewellery in their bridal ensemble.
Lightweight and delicate
necklaces, diamond earrings,
diamond mangalsutra, diamond
rings and diamond bangles are in
the demand at the moment. “We
have witnessed sizeable demand
for diamond necklaces in the
recent past, as they act as a graceful
style statement on the D-Day.
Engagement rings under 1 ct size
are in demand at the moment. As
India is a gold consuming nation,
Light & Breezy
the demand for gold jewellery will
always be there. However, due
to evolving fashion sensibilities,
there is a consumer segment
emerging in the country which
is showing inclination towards
buying diamond jewellery,” says
Ahammed MP of Malabar Gold &
Diamonds.
We have witnessed
sizeable demand for
diamond necklaces in the
recent past, as they act as
a graceful style statement
on the D-Day. Engagement
rings under 1 ct size are in
demand at the moment
ahammed Mp, Malabar
Gold & Diamonds
Southern brides these days prefer smaller jewellery pieces with the
rise in the price of gold. People are spending less these days so
with less budget, they can afford to buy light-weight jewellery.
“Earlier for weddings, consumers would come looking for heavy jewellery
but nowadays they have become extremely confused in buying jewellery.
They don’t spend like earlier. The average budget for a piece of diamond
jewellery is 1 to 2 lakhs and with engagement rings, they prefer buying
50 cent rings ,” adds Varghese Alukka of Jos Alukkas.
Earlier for weddings, consumers would come looking
for heavy jewellery but nowadays they don’t spend
like earlier. The average budget for a piece of diamond
jewellery is 1 to 2 lakhs and with engagement rings, they
prefer buying 50 cent rings
Varghese alukka, Jos Alukkas
88 | january-february 2020 | DiamonD WorlD