Surat-based BR Designs is known for its artistic renditions in gold and diamonds. Keeping the current market trends in mind, they are unveiling a delicate work wear line at IIJS Signature. Pankhuri Shah, Marketing Head – Retail at the company gives us all the details.
What will you showcase at IIJS Signature 2022?
We are known for our bridal collections. This year, in addition to our bridal line, we will be showcasing a more delicate, designer line. Looking at the market trends, we have gone more minimalistic on our pieces. The collection is targeted towards independent, working women who want statement pieces for everyday wear.
What kind of designs can we expect from the collection?
We use a lot of floral elements in our designs and this will be seen in the minimalistic line as well. We have used a lot of fancy shaped diamonds in the designs. The price points range from Rs. 50,000 onward. Our agenda is to create collections for stores as well as e-commerce platforms.
Could you tell us about your bridal line?
The bridal collection starts from Rs. 1.5 lakh onward. The heavier pieces are upward of Rs. 5 lakh. We use a lot of clusterset pear, marquise and rounds in our jewellery. These designs are timeless yet contemporary. They pair well with all kinds of silhouettes and fashion styles.
What are the current market trends?
Post the second wave, there was a good demand for bridal jewellery especially jadtar and gold. In the international market charms, hamsa pendants and evil eye jewellery did well. Now, people are looking for something new. A lot of our clients in the age group of 25 years upwards are enquiring about solitaire pendants and solitaire earrings.
What are your expectations from the show?
IIJS as a trade platform has always been excellent for us whether it is IIJS Premier or Signature. This year we hope to connect with more chain stores. South India is a very good market for us as we work with higher quality diamonds. We look forward to building our export orders through IIJS Signature 2022.