As the curtains rise on the 2025 edition of the India International Jewellery Show (IIJS), a notable delegation from Kazakhstan marks its return to the subcontinent’s premier trade fair. With growing interest in India’s gemstone expertise and labour efficiency, Kazakhstan’s eight-member delegation is here with a clear sourcing agenda. Leading the group is Assyly Adil Khan, founder of the jewellery brand Pure Gold and a seasoned advocate of cross-border trade.
We caught up with her on the show floor to understand the delegation’s objectives and how India is shaping up as a sourcing hub for Central Asian jewellers.
How many times has Kazakhstan participated in IIJS?
This is our second time at IIJS, and we’re here with even more clarity than before. Last year gave us a solid understanding of the Indian market, and this time we’re building on that — with targeted sourcing and deeper engagement.
Tell us about the delegation this year.
We are eight members strong, representing various businesses from Kazakhstan’s jewellery sector — including traders, manufacturers, and gem specialists. Each of us has a dedicated sourcing or networking mandate, and collectively we’re looking to expand our footprint in the Indian market.
What is Kazakhstan’s key export market currently?
Dubai remains our primary trading partner, particularly for precious stones. The trade relationship with the UAE is long-standing and quite mature. But increasingly, we are looking east — to India — for sourcing rather than exporting, because of the value proposition it offers.
What are you sourcing from India this year?
Our main focus is on silver. India offers highly competitive labour rates — around 50 cents a gram, compared to 90 cents in China, which was our earlier sourcing base. That alone makes a strong business case. Moreover, Indian craftsmanship has consistently impressed us.
We’re also looking for quality sapphires. The variety and clarity available here, especially at a show like IIJS, is excellent. These stones are in demand not only in Kazakhstan but also in our export channels.
How does this help your brand and the wider Kazakh jewellery trade?
For my brand, Pure Gold, IIJS is more than a sourcing opportunity — it’s a place for ideas, collaborations, and visibility. But on a larger level, our presence here is about building long-term trade relationships between Kazakhstan and India. We believe this corridor has a lot of untapped potential.
As the Kazakhstan delegation walks the aisles of IIJS 2025, it’s clear that they’re not just here to shop — they’re here to shape the future of regional jewellery trade with insight, intent, and international vision.