Bhairavi Shah, Partner at Aadish Gold, a unit of Bhavesh Jewellers, talks about fulfilling consumer demands for budget-conscious bridal sets with their attractive, lightweight temple and fusion jewellery creations.
Tell us about your latest jewellery collection.
We manufacture fusion and temple jewellery. This time, we are coming up with a new collection within this segment. Generally, we include motifs such as peacocks, flowers, elephants, etc., but this time we have also incorporated Indian gods in our new antique finish collection employing chhapai and dyes and a lot of handwork to craft the pieces in gold. The designs have been accentuated with different coloured semiprecious gemstones.
Will this be a bridal line?
Our forte is lightweight bridal jewellery. We have necklace sets that start from 70 grams onwards. Our designs and techniques ensure that the pieces are lightweight, have a large look and are budget friendly, and priced from Rs.3.5 lakh.
Is there any collection that is faring well?
Our peacock collection is working very well at the moment.
Which is the best export market for you? One Indian market that’s working well for you?
We do a lot of South Indian jewellery, so Tamil Nadu is the best performing domestic region for us, while our main export destination is the Middle East.
Have you noticed any changes in consumer demand?
Since gold prices have increased, people have become price conscious. That’s why our designs work well, especially those in the 70 gm to 100 gm bracket. They want pieces that are multi-functional. We have a necklace which can be worn as a belt, armlet, pendant and as a hair ornament. Modular jewellery attracts customers because they can wear it in so many different ways.
How do you foresee the jewellery market this year?
I see a boom. Gold is the safest investment. In the last two years with several lockdowns, sales movement was restricted. Now that things are settling down, people will invest in gold jewellery.
What are your expectations from the show?
We have not had a trade show in Mumbai for a long time. Mumbai is the hub. We have already got lots of queries and we feel it will be a great show.
