India Must Promote Its Superb Jewellery Craftsmanship To Become A Global Leader

Liza Foreman, an international roving freelance journalist who writes for publications such as Financial Times and Architectural Digest, spoke to several top editors and industry experts to figure out how India, a land with an exceptional historic legacy of jewellery; a country that was renowned and much-sought after for its Golconda diamonds, is no longer synonymous with luxury jewellery at the global level. India’s strength in manufacturing diamonds needs no introduction, as over 95% of the world’s diamonds pass through the hands of Indian gem cutters and polishers. However, the same cannot be said of its jewellery manufacturing sector.

How is Indian jewellery and manufacturing seen overseas? What can the sector do to improve its image? Has India managed to convey its rich craftsmanship heritage internationally? These are some of the questions that we put to international experts this month to gain some perspective.

Necklace Amrapali Jewels for Project Blossoming by Gemfields.
Ruth Faulkner

Opines Ruth Faulkner, jewellery expert and Editor of the London-based trade publication Retail Jeweller: “From a UK perspective, the most important aspects when dealing with overseas factories and manufacturers are ease of communication, speed of deliveries and quality of product. So any manufacturer that scores highly when it comes to these things will be viewed favourably. In terms of Indian manufacturers specifically, the minimum order quantities that many require are prohibitively high for a lot of UK retailers and suppliers, so addressing minimum order quantities would definitely benefit Indian companies when it comes to strengthening its image abroad.”

Could case studies and better communication lead to more success stories in this area?

“I have heard stories of certain companies experiencing real breakdowns of communication with Indian manufacturers, meaning the products received are not what they had hoped for,” says Faulkner. “So, keeping close and open lines of communication with their customers, regardless of where they are located, and working closely with them at all stages of the process to ensure the finished products meet the brief exactly is important. That said, I have heard countless stories of brands using Indian manufacturers with real success. Perhaps using some of those brands as case studies might help to strengthen the image of Indian manufacturing abroad?”

In Faulkner’s experience, India is respected for its  jewellery know-how. But are international brands hesitant to mention India as the ‘country of origin’ on the label?

“Not especially,” she says. “Generally speaking, brands and suppliers are more likely to mention India as the country of origin than, say, China. I think this is because India is known as a global centre for gem-cutting, and this gives people the impression that Indian manufacturers are jewellery experts.”

Are there serious drawbacks, real or perceived, in India’s manufacturing quality?

“I think it is about finding the right manufacturer for your business,” says Faulkner. “Most of the success stories I have heard, when it comes to jewellery brands manufacturing in India, are because the brand in question has taken time to explore their options and find the right partner to work with.”

Could India do more to convey its rich jewellery heritage overseas?

“To a certain extent, I think it is well known by those working in the jewellery trade, as they are aware of India’s jewellery heritage, but I am not sure this extends to those outside of the trade and, indeed, to end consumers,” says Faulkner. “Brands and retailers can help, in this regard, by helping to tell their customers where their jewellery comes from and why it is made there. This is a great example from SVP Jewellery, telling the story of where the jewellery is manufactured. https://www.svpjewellery.com/meet-the-team.”

What should India do to strengthen its image?

“Indian manufacturers could definitely do more to promote themselves as jewellery experts, and this could be done via a combination of self-promotion and more advertising within the trade in the markets they are looking to tap into, as well as working with their existing customers (such as the above example with SVP) and using them to help tell their story,” she adds.

David Brough

Says David Brough, Editor and Co-Founder of the digital magazine Jewellery Outlook:

“A key focus of India’s marketing push, in my view, should be to highlight the excellence of Indian craftsmanship and state-of-the-art manufacturing capabilities.” He adds: “There could be a renewed effort to strengthen ‘Made in India’ branding, and a mobilisation of the most cutting-edge digital technologies and social media marketing tools to boost sales of Indian products to overseas markets.”

Irina Slesareva

From Russia, editor and jewellery expert Irina Slesareva, Chief Editor, Jewelry Report, adds:

“India should Implement a global promotion strategy to improve its image overseas. Jewellery design from India is unique, a kaleidoscope of precious and semi-precious stones and special aesthetics.”

Are manufacturers too focused on the domestic market?

“The Indian jewellery industry has the capacity to enter foreign markets and compete successfully,” she says. “India has a well-equipped and developed cutting industry. The peculiarity is that jewellery products are focused on the domestic market, where bulky, multi-layered items with a lot of large stones and ethnic design are in demand. That’s very beautiful. I admire the unique shapes and palettes of colored stones in Indian jewellery. They have a special aesthetic.

“Of course, India also has companies targeting foreign markets offering very different designs, including in the luxury segment. We know them well, Viren Bhagat, for example. Strengthening the image abroad could be done through a global promotion strategy under the conditional brand ‘Made in India’. Such a strategy can include many special projects — exhibition, business, educational.”

Is it sometimes Indian brands that are reluctant to mention India as the country of origin overseas?

“Some international brands are backed by manufacturers or owners from India,” she says. “It is possible that they are the ones who do not want to mention India as the country of origin of their jewellery. Some even specifically maintain offices in European capitals to position themselves as European brands. Perhaps this should be taken as an element of marketing strategies?”

Are there serious drawbacks, real or perceived, in India’s manufacturing quality?

“None of the familiar jewellers who work there could answer my question about the current quality standards for the production of jewellery in India,” she says. “As noted by buyers from Russia who buy jewellery from manufacturers from India, they need to carefully and personally control the production process, right up to the moment the goods are sent. Ideally, when in India they have their own representative who performs these tasks. Samples at exhibitions sometimes differ from what comes in batch orders.”

Indian companies working overseas are keenly observing and experiencing first-hand some of these points, through doing business internationally.

Tarang Arora, CEO of Amrapali, Jaipur, opines: “Indian jewellery is an epitome of creativity, art and depiction of tradition. From every corner of India, we can see the culture expressed in the form of jewellery, we can see the rich history in every single piece. Worldwide, India is known for its artisanship, and so every stone tells its own story. To occupy an even more prominent place in the world of jewellery around the world, we need to stick to our roots with a hint of modernization.”

Are international brands hesitant to mention India as ‘country of origin’ on the label?

“It might be the case in other sectors, but in gems and jewellery we hold a strong position,” says Arora. “We are among the top exporters because of our skilled craftsmanship, and our profound designs. People now focus on ingenuity; they want raw, unfiltered things more now, instead of feigned ones. Indian jewellery is a consolidation of contemporary and heritage in a winsome manner.”

Are there serious drawbacks, real or perceived, in India’s manufacturing quality?

“It’s wrong to pigeonhole the entire industry when talking about quality,” he adds. “The Indian jewellery industry is oscillating between traditional and contemporary design  – equipoising it gracefully keeping quality as a pivotal pillar, along with design.”

Has India failed to convey its rich jewellery heritage to the West?

“India is known globally for gems, jewellery, culture and its rich heritage,” says Arora. “People are now fascinated with Indian heritage;  be it yoga or Vedas and likewise jewellery is no anomaly.”

What should India do to strengthen its image?

“Strengthening its quality pillar and securing its heritage by guarding its rich culture so that it never becomes obscure among upcoming generations,” he adds. “Added to this, emerging and existing global market demand should be surveyed periodically in order to invigorate its current image.”

Concludes the London-based American luxury costume jeweller, Vicki Sarge, who runs a Notting Hill boutique of the same name: “I have only found superb craftsmen in India in my experience. I think manufacturing from India is now well-respected.”

37 Comments
  1. Needed to write you this very small word to help thank you very much yet again with the unique tricks you have shown on this website. This is so wonderfully open-handed with you to supply without restraint what exactly some people would have supplied for an electronic book to make some profit on their own, specifically since you might well have tried it in the event you wanted. Those tips likewise worked to provide a great way to understand that the rest have the same zeal the same as my very own to understand way more with regards to this problem. I think there are thousands of more pleasurable times up front for those who take a look at your website.

  2. I needed to post you that little bit of observation to say thanks once again for your personal magnificent principles you’ve featured in this article. It is quite remarkably generous of people like you to give openly just what a number of us might have marketed as an e book to generate some dough for themselves, most notably given that you could possibly have done it if you ever decided. These points as well served to be a fantastic way to fully grasp other people have similar fervor much like my own to grasp good deal more in terms of this issue. I’m sure there are many more fun occasions ahead for individuals that go through your blog post.

  3. Thank you for every one of your labor on this web site. My daughter really loves managing investigations and it’s really obvious why. Most people learn all regarding the lively mode you present rewarding techniques through this web site and even inspire participation from some others on the point then our favorite princess is really starting to learn a whole lot. Take advantage of the rest of the year. You are always doing a splendid job.

  4. A lot of thanks for all your valuable hard work on this web page. Kim really loves making time for investigations and it’s really obvious why. Most people learn all regarding the lively mode you present reliable techniques through this web site and even inspire participation from some others on the point then our favorite princess is really starting to learn a whole lot. Take advantage of the rest of the year. You are always doing a splendid job.

  5. I am just writing to make you understand what a outstanding experience my wife’s girl obtained using your web site. She noticed so many pieces, which included what it is like to possess an excellent helping nature to let other people with ease learn specific specialized things. You truly surpassed people’s expected results. Thank you for producing these precious, trusted, informative and in addition fun tips about this topic to Lizeth.

  6. I needed to create you one little observation just to say thank you as before for these gorgeous knowledge you’ve discussed here. It has been certainly particularly generous of people like you to convey freely all that a lot of people could possibly have made available as an e book to earn some cash for their own end, especially considering the fact that you could possibly have done it if you ever decided. The guidelines also acted like a fantastic way to be sure that other individuals have similar dreams just like my own to grasp a whole lot more in terms of this issue. I’m sure there are many more fun occasions ahead for individuals that go through your blog post.

  7. Thanks for your whole work on this website. My mum takes pleasure in setting aside time for research and it is simple to grasp why. We notice all relating to the powerful ways you provide very useful tips and tricks via your website and therefore strongly encourage response from visitors on this theme while our own simple princess is without a doubt understanding so much. Take pleasure in the rest of the year. Your performing a useful job.

  8. I enjoy you because of all of the effort on this blog. Betty delights in carrying out internet research and it’s easy to see why. A lot of people hear all about the compelling form you convey both interesting and useful guidelines by means of the blog and attract contribution from other individuals about this area and my child has always been becoming educated a great deal. Enjoy the remaining portion of the new year. You’re carrying out a dazzling job.

  9. I wanted to post you that tiny remark to say thanks a lot over again on the pleasant solutions you have shown on this website. This is so wonderfully open-handed with you to supply without restraint what exactly some people would have supplied for an electronic book to make some profit on their own, principally since you might well have tried it in the event you wanted. Those tips likewise worked to provide a great way to understand that the rest have the same zeal the same as my very own to understand way more with regards to this problem. I think there are thousands of more pleasurable times up front for those who take a look at your website.

  10. I simply wished to thank you very much yet again. I do not know what I would have undertaken without those tips shared by you regarding this theme. Previously it was the terrifying setting in my view, nevertheless understanding your well-written technique you solved the issue took me to weep with joy. Now i’m thankful for your support and thus trust you really know what an amazing job you were putting in training the others via your website. Most probably you haven’t met any of us.

  11. My husband and i felt absolutely ecstatic Edward could complete his homework from the ideas he discovered from your very own site. It’s not at all simplistic just to be giving away helpful tips that men and women could have been making money from. And we discover we have the blog owner to appreciate because of that. Most of the explanations you’ve made, the easy blog menu, the friendships you assist to engender – it’s everything excellent, and it’s assisting our son and our family do think that content is brilliant, and that’s extraordinarily fundamental. Many thanks for all the pieces!

  12. I’m also commenting to let you be aware of of the cool discovery my child encountered checking your blog. She came to understand a lot of details, including how it is like to have a marvelous coaching heart to get folks easily fully grasp a variety of complicated issues. You actually did more than my desires. I appreciate you for delivering such good, dependable, edifying and also cool guidance on that topic to Ethel.

  13. I am commenting to let you know of the great encounter my friend’s daughter found reading your web page. She figured out numerous issues, not to mention what it’s like to have a wonderful giving mood to have men and women really easily have an understanding of selected hard to do subject areas. You really exceeded our own expectations. Many thanks for imparting the interesting, safe, explanatory and even easy thoughts on the topic to Janet.

  14. Thanks for your own work on this website. My mum take interest in setting aside time for research and it is simple to grasp why. We notice all relating to the powerful way you provide very helpful ideas by means of the blog and as well cause contribution from other people about this concept plus my daughter is being taught a lot. Enjoy the remaining portion of the new year. You’re the one carrying out a first class job.

  15. I simply needed to thank you so much once again. I am not sure the things that I would’ve implemented without the type of recommendations provided by you on such a question. It previously was a very frightful dilemma in my opinion, however , noticing the very specialised mode you processed that made me to leap over gladness. I am just happy for this information and in addition hope that you know what a great job you are always getting into teaching people thru your web blog. More than likely you have never got to know any of us.

  16. A lot of thanks for all your valuable efforts on this site. Kate loves getting into investigation and it’s really easy to understand why. I know all concerning the dynamic medium you give informative solutions on this web blog and as well as invigorate response from the others on the subject then our favorite princess is truly studying a whole lot. Take advantage of the rest of the year. You have been doing a superb job.

  17. I’m just commenting to let you be aware of of the extraordinary discovery my cousin’s daughter experienced going through your site. She even learned lots of issues, most notably how it is like to have a very effective giving mindset to have many others just gain knowledge of chosen extremely tough matters. You really did more than our desires. Many thanks for distributing the important, healthy, educational and as well as easy thoughts on the topic to Gloria.

  18. My spouse and i felt now fortunate that Emmanuel could conclude his investigation out of the ideas he gained in your web page. It’s not at all simplistic to just choose to be giving freely information that many other folks have been selling. And we all figure out we have the website owner to be grateful to for that. The explanations you have made, the simple site menu, the friendships you can give support to engender – it’s got everything fabulous, and it’s really facilitating our son and the family feel that the idea is enjoyable, and that is incredibly important. Thank you for all the pieces!

  19. I’m commenting to let you be aware of of the beneficial discovery my child developed browsing the blog. She came to find a good number of details, including how it is like to have a great coaching character to get certain people completely comprehend a number of complex issues. You actually did more than her desires. I appreciate you for coming up with such effective, dependable, edifying and cool guidance on that topic to Emily.

  20. Thank you for each of your hard work on this web page. My aunt really likes going through investigations and it’s really obvious why. Most of us learn all of the lively method you offer practical strategies through this web site and even increase participation from some other people on the issue so our favorite girl is in fact learning a lot of things. Take advantage of the rest of the year. You are always doing a really good job.

  21. Thank you for your entire labor on this web site. My mom really loves managing investigations and it is obvious why. My partner and i learn all regarding the lively tactic you present rewarding techniques through your web site and in addition invigorate response from some others on the situation then our favorite princess is really starting to learn a whole lot. Take advantage of the rest of the year. You have been doing a stunning job.

  22. Thank you for your entire labor on this web site. My mom take interest in managing investigations and it is obvious why. My partner and i learn all regarding the lively tactic you produce simple things through your web site and in addition invigorate response from the others on the situation then our favorite princess is truly studying a whole lot. Take advantage of the rest of the year. You have been doing a superb job.

  23. I happen to be writing to make you understand what a wonderful experience our princess went through visiting yuor web blog. She realized too many things, with the inclusion of what it is like to possess an incredible teaching style to make the rest without problems understand various very confusing topics. You undoubtedly surpassed visitors’ expected results. Thanks for supplying those warm and helpful, trustworthy, revealing not to mention unique tips on your topic to Tanya.

  24. I’m also commenting to let you be aware of of the brilliant discovery my child encountered checking your blog. She came to understand a lot of details, including how it is like to have a marvelous coaching heart to get folks easily fully grasp a variety of complex issues. You actually did more than my desires. I appreciate you for delivering such good, dependable, edifying and also cool guidance on that topic to Ethel.

  25. I precisely had to appreciate you all over again. I’m not certain the things I might have done in the absence of the actual ideas documented by you directly on such field. It became a real distressing condition for me personally, but encountering a new professional form you managed it forced me to jump for delight. I’m just happier for the guidance and even have high hopes you find out what a powerful job you’re doing instructing most people through your blog. I am sure you’ve never encountered all of us.

  26. I am also commenting to let you know of the helpful encounter my friend’s daughter found reading through your web page. She figured out numerous issues, not to mention what it’s like to have an amazing giving mood to have most people really easily know selected impossible subject areas. You really exceeded our own expectations. Many thanks for imparting the invaluable, safe, explanatory and even easy thoughts on the topic to Janet.

  27. I happen to be writing to make you understand what a useful experience our princess went through visiting yuor web blog. She realized too many things, with the inclusion of what it is like to possess an incredible teaching style to make the rest without problems understand various very confusing topics. You undoubtedly surpassed visitors’ expected results. Thanks for supplying those warm and friendly, trustworthy, revealing not to mention unique tips on your topic to Tanya.

  28. I happen to be writing to make you understand what a useful experience our princess went through visiting yuor web blog. She realized too many things, with the inclusion of what it is like to possess an incredible teaching style to make the rest without problems understand various very confusing topics. You undoubtedly surpassed visitors’ expected results. Thanks for supplying those warm and friendly, trustworthy, revealing not to mention unique tips on your topic to Tanya.

  29. I simply wanted to thank you so much once more. I do not know what I would’ve sorted out without these strategies revealed by you over that subject. It was an absolute horrifying matter in my position, nevertheless spending time with this specialized style you resolved the issue took me to leap with happiness. I will be happy for your service and then sincerely hope you realize what an amazing job you have been providing teaching some other people using your web site. Most likely you haven’t got to know any of us.

  30. I simply wished to thank you very much yet again. I do not know what I would have worked on without those tricks shown by you relating to this topic. This was the troublesome situation in my view, nevertheless witnessing your well-written way you treated the issue took me to weep with joy. Now i am thankful for your work as well as wish you recognize what an amazing job your are undertaking training the rest with the aid of your websites. Probably you haven’t met any of us.

  31. Thanks for the tips on credit repair on all of this blog. What I would advice people is to give up the mentality that they can buy now and pay later. As a society we tend to do this for many things. This includes vacations, furniture, and items we want. However, you need to separate your wants from all the needs. While you are working to improve your credit score you have to make some sacrifices. For example you can shop online to save money or you can go to second hand stores instead of expensive department stores for clothing.

Leave a Reply

Your email address will not be published.