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<\/a><\/a><\/a><\/a>Since online trading is the new norm, these days global markets are more comfortable working with companies that are ethical, properly audited and compliant. Goyal remarked, \u201cWe are an RJC-certified company, and therefore, we stand a good chance in terms of attracting business from abroad.\u201d<\/p>\n\n\n\n
India\u2019s main export destinations for silver jewellery are the US, UK, and Europe. It is imperative to study the markets one is catering to, says Puja Bhargava Kamath, creative head and founder, Lai Designs, which operates out of California, USA and India. As a designer, Puja deliberately stayed away from the US-centric trends and realised early on that her collections were a strong fit for museum stores in the US where customers seek narratives that speak of crafts, myths and culture. \u201cMy brand subscribes to Fair Trade practices and most of my sterling silver collections are handcrafted in Jaipur. Finding your niche customer or market is very important. The US market is saturated at all price points. The crux is to find a sweet spot that works for your brand.\u201d<\/p>\n\n\n\n
Invest in studying the markets you are working in or want to tap, says Puja. Blend the time-honoured jewellery making crafts with technology to raise the bar in terms of quality and finish. Vivek Shah, Founder, Karma Designs, Ahmedabad, says that when his company started exporting, \u201cOur clients wanted the best quality in terms of setting, and polishing and plating. Hence, the majority of our jewellery is cast with the help of state-of-the-art technology. We still have various processes that involve a combination of hand craftsmanship and machines \u2013 be it creativity of expert CAD designer, enameling or custom-cut gemstones. Jewellery makers in India enjoy an enviable position of having access to both craftsmen and machine resources — this is the core strength of India, which can be advantageous for us.\u201d<\/p>\n\n\n\n
To push India\u2019s silver exports, two prerequisites are very important, according to Shah: high quality and capability to manufacture on a time-bound basis. \u201cWe still need more suppliers who can manufacture high quality jewellery at a mass scale.\u201d <\/p>\n\n\n\n
Since silver being malleable, it offers more scope for experimentation. Sunaina Jain, creative head and co-founder of Adore Jewels, Jaipur, who exports jewellery across nine global markets, states that there is an increase in demand for handcrafted Indian jewellery abroad. \u201cThe expertise and craftsmanship of our Indian karigars is unparalleled, and our mission is to stay true to our roots and retain the essence of Indian heritage in our creations, which have a strong narrative.\u201d<\/p>\n\n\n\n
Silver jewellery exports will get a boost if an e-commerce policy to facilitate ease of doing business is implemented soon. Shah observes that the e-commerce trade will help to export even small quantities of silver jewellery directly to customers abroad.<\/p>\n\n\n\n
A look at what\u2019s trending abroad in the silver jewellery segment:<\/p>\n\n\n\n
In the US, millennials are more trend-driven and wear layered necklaces, charm pendants, name bracelets, birthstones \u2013 they are fascinated by personalised jewellery. Then there is another segment that opts for Mexican and Native Indian silver jewellery, which is similar to Rajasthani silver jewellery. Consumers are willing to buy more luxurious silver jewellery pieces set with gemstones and pearls.<\/p>\n\n\n\n
In Europe and other parts of the world, textured metals set with odd-shaped gemstones, high polish, bezel-set gemstone jewellery, finely designed silver jewellery is popular. <\/p>\n\n\n\n