Indian Jeweller (IJ) June - July 2020

Special Feature
Earrings & necklace: Achal Jewels
Earrings & necklace: GDK Jewels
We need to refrain
from designs which
will involve more
gold per piece. For
many customers, the
disposable income has
come down, so while
designing one has to
make jewellery which
is affordable, light in
terms of gold weight,
attractive, trendy yet
unique
Shashwat Shah,
Umrao Jewels
as to offer fresh designs to retailers and
customers at large.
Value for money
The mass buyers will be looking for value
for money when it comes to jewellery
buying. “Value is going to be the deciding
factor. With our jewellery, we give good
value on their investment. We are telling
our designers to bring in that kind of
value in their work. We are striving to
give customers the best value in terms of
jewellery for the price they are paying,”
explains Abhishek Raniwala.
Heirloom & tradition are
constants
Heirloom pieces are going to be in great
demand – some jewellery aficionados
may get these pieces redesigned and blend
them with contemporary fashionable
pieces so as to complement their attire.
But surely, these pieces are going to be
moving more often now.“We usually
make antique jewellery. Our product is
heavy and our client segment includes
niche buyers, who aren’t much bothered
about price,” explains Mehul Solanki,
Solanki Jewellers. He explains antique
pieces with a bit of fusion will be popular
going forward.
Light & affordable
The changes in design will be dependent
on change in gold price. “We need to
refrain from designs which will involve
more gold per piece. For many customers,
the disposable income has come down, so
while designing one has to make jewellery
which is affordable, light in terms of gold
weight, attractive, trendy yet unique,”
explains Shashwat Shah, Umrao Jewels.
The customers should feel like buying
jewellery despite the crisis. While Toshiba
Jariwala explains that they are working on
special orders, bridal jewellery along with
light weight pieces – there are no stock
orders from retailers. “We are getting
only special orders and gifting jewellery
is in demand. Retailers are telling us what
their client needs and we are designing
accordingly,” she adds. After the pandemic,
the jewellery purchasing process won’t be
as extravagant as before. Hence jewellery
designs will have to be modified from
being bold & beautiful to being unique
& affordable in order to meet the
consumer demands. “Currently there is a
huge demand for light weight jewellery
and this will persist in the coming years
as well. Traditional jewellery can never
go out of style especially for the special
occasions. Therefore we contemplate
on creating scaled down jewellery with
traditional approach ,” says Anand Shah of
Anand Shal Jewels.
Nature, nature & nature
Nature has always been the eternal
muse for different artists, and so also for
talented jewellery designers and artisans.
“Nature holds immense importance,
ancient jewellery too holds a lot of value
in terms of inspiration. We are striving
to revive ancient design. For bridal
jewellery, necklaces will be in demand. In
diamonds we are concentrating more on
earrings. We prefer ruby and emeralds for
our jewellery,” explains Amish Kothari.
Flowers, birds, animals, the sun, moon,
stars, leaves, et al have caught on to the
fancy of one and all. Says Shashwat,
“Almost 90 per cent of our pieces, will
have peacocks, parrots, lotus, etc. our work
has always been heavily inspired from
Nature. We usually draw inspiration from
Nature – Mother Earth. Multipurpose
jewellery – transformable jewellery is
surely in demand. One would want to
buy more of such jewellery. It is usually
cost effective. Although the demand for
such jewellery is yet to pick up in India.”
Designs with mass appeal here
to stay
With the lockdown and fewer walk-in
clients, all retailers want to go online, and
they are asking manufacturers to render
all the designs they had approved in the
past. They want to showcase all available
designs on their website. Informs Toshiba
Jariwala, “Right now we are getting
mixed orders. The masses want their
traditional designs. It’s only the evolved
and aesthetically inclined buyers who
Currently there is a huge demand for light weight jewellery
and this will persist in the coming years as well. Traditional
jewellery can never go out of style especially for the special
occasions. Therefore we contemplate on creating scaled
down jewellery with traditional approach
Anand Shah, Anand Shah Jewels
Right now we are getting mixed orders. The masses
want their traditional designs. It’s only the evolved
and aesthetically inclined buyers who would go in for
geometric, architectural or Nature-based designer pieces
of jewellery
Toshiba Jariwala, Zundaa
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INDIAN JEWELLER | june-july 2020 | 41