Jadau and high-end diamond jewellery have been favourites of brides since ages. Indian manufacturers are seeing a resurgence in this category ever since the lockdown rules have been eased. In terms of trends, pink-coloured gemstones are being favoured. Pink sapphires, morganites, tanzanites are moving well in combination with emeralds. The rise of the gold price has only boosted consumer confidence in the metal – as it is viewed more than ever as an asset class. On their part, manufacturers have tried to cut down on the use of gold to make the pieces lighter and used innovative colour combinations in keeping with the market demand.
Ashish Goyal, Director, GDK Jewels, New Delhi, observed that the domestic market is getting back on its feet.
Demand is coming from northern regions like Kanpur, Lucknow and other cities. “We have a wedding season ahead and enquiries are on.”
According to Goyal, people have learnt to accept that they will have to live with Covid-19 until they get vaccinated. This has led them to move out and go ahead with purchases and wedding plans. As a result, demand is picking up, observedGoyal.
And while retailers are checking and enquiring online to generate leads and interact, they prefer to physically check the pieces to finalise the merchandise. “Also, our premium range is priced between Rs. 15 lakh and Rs. 80lakh, and we cater to the top 5 or7 retailers from each city. Many retailers want to check the sets in person before they decide on booking orders.”
The forte of Guru KripaDesign Studio LLP, Jaipur, is to combine the elements of Mughal and South Indian temple styles in 22-karat featuring rubies, emeralds, Basra pearls, and diamonds. AgrimeGarg, PartnerDirector of the company said that the number of visitors in the second edition of IIJSVirtualwere more. However, conversions were not much.“But all is not lost. The domestic market has revived since the last three months and customers are scouring for premium products that have a lasting value.” The company has cut down on gold weight by 10-15% owing to the rising cost of the precious metal, and demand has been consistent for its jewellery sets priced between Rs.15 lakh andRs.25 lakh. Other than India, the company exports jewellery to the US as well, where the demand has been steady, noted Gary.
Laxmi Jewellery ExportPvt. Ltd. Ahmedabad noted that 22-karat jadau jewellery with antique gold touches between Rs. 3 lakh and Rs.7 lakh was popular. Devesh Mehta, company Partnernoted that demand was strong across India and they were getting requests for customising jewellery according to region-specific trends.
AmishKothari, Co-Founder, Rosentiques Fine Jewellery, Mumbai, revealed that they have three categories in the bridal segment, namely jadau, open-setting jewellery, and diamond jewellery. All the categories havepicked up well and he is surethat they will reach the preCovid sales figures by March orApril. Necklaces up to Rs.12 lakhand statement earrings up toRs.5 lakh were moving well.