Rahul Mehta, Managing Director, Silver Emporium, talks about thecompany’s thrust on channelling into silver lifestyle accessories,sculptures, and bridal gifting.
What will you be introducing at the upcoming IIJS Premiere?
We will introduce a new collection under the Advayya brand which focuses on handcrafted sculptures and art masterpieces in gold and silver. These pieces are priceless possessions handcrafted by India’s finest craftsmen whom we have identified and groomed since the past 10 years.
What is the product design best suited for current consumer demand?
Based on our experience, consumers are looking for highend products which surprise them, and categories other than jewellery collections. We will be displaying silver wall art, sculptures, collectables, devotional products, and more at IIJS Premiere.
Are you targeting the bridal jewellery (and/or bridal gifting) segment? If yes, please elaborate on the conceptualisation/product details.
Weddings are an important occasion which generate good revenues. We will introduce a trousseau collection in precious metal. Silver or gold wedding gifts, bridal clutches, dinner sets, wedding cards, and more.
Our vision is to revive different handcrafted skills which, in all probability, will become extinct if these master craftsmen are not offered a good opportunity and consistent source of income.
Could you describe the trends in silver jewellery at present (domestic / international)?
Handcrafted jewellery with semiprecious stones continues to be in good demand across Indian and export markets.
How are you addressing the jewellery preferences of Millennials and Gen Z?
Custom-made jewellery and accessories have been receiving a great response among the younger generation, and we will continue to work on this business model to reduce the lead time and look for ways to automate processes where millennials can choose different elements to make their unique jewellery.
Any other comment you would like to share.
Handcrafted silver articles and jewellery has a huge untapped demand in India and international markets. With assured quality and functional design, the silver industry can grow multi-fold.