Indian Jeweller (IJ) June - July 2020

Special SpecIal Feature
Image & Jewellery courtesy:
Raniwala 1881
Bangle & earrings: Rosentiques
Design Decree
How tHe pandemic
is cHanging tHe
Language of design
From using less gold to focusing on pieces that are rich in tradition
and craftsmanship, to embracing old-world techniques and
exploring Nature as an inspiration even more, here’s how India’s top
manufacturers are getting ready for the world ahead
The gems and jewellery industry has
been the closest to Nature, whether
it was mining for her treasures or
polishing it to match the natural shine
of the sun and stars. Nature has always
bestowed its best on artisans of this
industry.
Jewellery manufacturers from every
part of the country and all over the world
work in sync with the glories of Nature,
capturing it in their designs.
The pandemic-induced economic
decline has set a New Normal for one
and all, so also when it comes to design
elements. There’s a fine balancing act,
which manufacturers need to strike,
especially since gold prices are at an alltime
high; demand is low and there’s
less scope for experimentation. They
have to bring in new designs, which are
affordable, cost efficient and irresistible at
the same time.
Jewellery that is high on trust &
emotional quotient
Says Abhishek Raniwala of Raniwala
1881, “People are inclined to buy jewellery
from the brand they trust.They are
looking for security of their investment;
if it can give them good returns on
investment. Emotional quotient will play
an important role in buying of jewellery
in the post pandemic world.” Gold prices
are reaching a new high. Most G & J
retailers are trying to assure customers
that they are getting the best buy at the
current prices. They are getting value for
money. Customers want to buy believable
jewellery. They may not choose to do a
casual purchase. Adds Abhishek, “We are
trying to bring in better aesthetics and we
have improved our customer relations and
provide best prices and best service to our
customers.”
14k gold for the win
Interestingly, as gold prices increase,
demand for gold has not reduced, unlike
the trend that is generally observed
for other goods. “We manufacture
bridal jewellery and polki in particular.
Weddings are going to happen,
irrespective of the pandemic. So we will
not make dramatic changes in the timetested
bridal jewellery designs. In a post
pandemic world, these typical pieces of
jewellery will be of great value ,” informs
Amish Kothari, Rosentiques. Most
manufacturers are striving to make more
of 14 carat jewellery – and are using more
studded gems and diamonds, primarily
because gold has become expensive, so
People are inclined to
buy jewellery from the
brand they trust.They are
looking for security of their
investment. Emotional
quotient will play an
important role in buying
of jewellery in the post
pandemic world
Abhishek Raniwala,
Raniwala 1881
Weddings are going to
happen, irrespective of the
pandemic. So we will not
make dramatic changes
in the time-tested bridal
jewellery designs. In a post
pandemic world, these
typical pieces of jewellery
will be of great value
Amish Kothari,
Rosentiques
38 | june-july 2020 | INDIAN JEWELLER
INDIAN JEWELLER | june-july 2020 | 39