Darshit Hirani, Director, P Hirani Exports has high expectations from IIJS Signature 2022 as he feels more retailers will veer towards fancy colour diamond jewellery to cater to the customers’ demands for unique, one-of-a-kind jewels.
Tell us about your latest collection that you will showcase at IIJS Signature 2022.
We specialise in fancy colour diamonds and jewellery. We have built our niche around a rare collection of diamonds – they represent 0.01% of the total diamonds mined in the world. In current times, every customer of ours and even other retailers whom we speak to, want something different. Our products fit into their wish list of unique jewellery.
Retailers always take out time to discover something new at IIJS apart from their standard orders. So, at every show, we try to present fresh lines for every price bracket from the lower range to fine quality, high-end jewellery. Our pieces have a lot of contrast so that the diamond colours pop out.
We are launching the Toi Moi collection or the cross over collection consisting of an array of rings, earrings, and bracelets. These fall into the daily wear category and are different from what is out there in the market. Overall, we aim to serve a broad range of customers.
Which colour diamonds have you used in the collection?
Yellows account for the larger volumes in our jewellery because it helps us create a collection that appeals to a wide bracket of price points. We also carry necklaces, bracelets, and earrings with blue, pink, and green diamonds.
What works well in India?
India is a very nascent market when it comes to fancy colour diamonds. Those who are interested in them are NRIs or globetrotters, who are exposed to the best of the best brands like Graff and Mouwad that sell fancy colour diamond jewellery. As far as India is concerned, yellow is the go-to colour because of the price points and wider availability of the gemstone. We have also a customer base for blue and pink diamonds.
Those who want a big diamond but at a lower cost, opt for brown diamonds. It is easy to sell high-end jewellery to this segment of customers because of the awareness about the category. When it comes to customers opting for lower and mid-range lines, retailers play a role in explaining the rarity factor and the surety of purchase.
Which are your prime export destinations?
We have been exporting fancy colour diamonds and jewellery for the last 4 decades. Over the years, the Middle East, China and the Southeast Asian markets have been important regions for us. We also do shows in Europe and America.
What are your expectations from the show?
The timing couldn’t have been better. There is a dearth of generic goods overall. It is a perfect opportunity for retailers to diversify and try different products like colour diamond jewellery. I expect in this situation, colour diamonds and manufacturers of unique jewellery to do better this year. I have higher expectations from IIJS Signature 2022 for this very reason.
