![\"\"](\"https:\/\/gjepc.org\/solitaire\/wp-content\/uploads\/2024\/07\/Gold-Beaded-Gemstone-Long-Drop-Earrings-by-Missoma-available-at-Tanzire1.jpg\")
Unique Designs<\/strong><\/p>\n Closer to home, Misho\u2019s nonconformist, sculptural jewellery plated with 22-karat gold and rhodium has earned a worldwide following. Rihanna, Dua Lipa, Taylor Swift, Lady Gaga, Priyanka Chopra, Sonam Kapoor Ahuja and Deepika Padukone are some celebrities who have worn Misho jewellery.<\/p>\n Founded by Suhani Parekh in 2016, Misho has seen growth spurts through the years. \u201cOur brand started to gain a following before Covid. During the pandemic, I designed one of our most well-known award-winning pieces, the Pods (sculptural earrings that also hold one\u2019s EarPods in place). Post that, we have been able to continue building momentum. This is just the beginning for Misho, which is exciting,\u201d informs Parekh.<\/p>\n \u201cOur customers are people who are typically into fashion and like a slightly more interesting piece of jewellery,\u201d shares Parekh, adding that her almost architectural designs appeals to all demographics.<\/p>\n Quality at an affordable cost<\/strong><\/p>\n In the demi-fine jewellery segment, designs reign supreme. \u201cPeople are drawn to high-fashion designs that stand out, and demi-fine jewellery provides this without the exorbitant costs associated with fine jewellery,\u201d opines Kavya Potluri, a young designer who founded her eponymous label in 2020. Her brand stands out for its striking hair and nail accessories and intricate jewels that are all handcrafted.<\/p>\n \u201cThis category allows for bold, intricate designs using materials like brass, copper, and silver coated in gold \u2013 perfect for making a statement. The rise of demi-fine brands reflects a desire for distinctive jewellery that is easily attainable and versatile for different events,\u201d adds Potluri.<\/p>\n Educating Audiences<\/strong><\/p>\n While labels are seeing double-digit growth today, brands that have been around for a decade had to initially educate Indian audiences on what demi-fine jewellery is all about.<\/p>\n Sreesha Shetty, a journalist-turned-jewellery designer, started Shop Lune in 2012 as a passion project and launched full time in 2015.<\/p>\n \u201cWhen we started our brand 12 years ago in India, there wasn\u2019t a market for demi-fine jewellery. We spent a lot of time educating people about what it entails. The customer is more open to it today, and we are seeing a growth of approximately 40% to 50% in the last few years,\u201d shares Shetty. Her jewellery, too, has a sculptural element to it. \u00a0The handcrafted jewellery brand is available online and has a retail presence in Mumbai and Goa with new stores in the pipeline.<\/p>\n \u201cDemi-fine jewellery can be worn for years, and if you take good care of it, it can be passed on to future generations as well,\u201d shares Shetty. \u201cToday, 80% of our clientele are repeat customers. We provide good designs with a lot of customisations. All our jewellery has three plating options \u2013 gold, silver and gun metal. We also offer a free once-a-year replating service, which very few brands offer,\u201d adds Shetty. Shop Lune also has a fine vertical for customers who have grown with the brand and want to invest in gold.<\/p>\n Global demand<\/strong><\/p>\n Tanzire, a digital marketplace for handmade demi-fine jewellery from across the globe started in 2019, too, had to allocate marketing spends on educating audiences about demi-fine jewellery. Now, they are seeing significant growth compared to the previous years, informs Suhani Batwara, founder of the e-commerce platform. They focus on brands that are founded by independent women and that champion the cause of sustainability, powering the drive to be kinder on the planet and on people.<\/p>\n Tanzire is only marketplace in India that has demi-fine jewellery brands from all over the world \u2013 USA, UK, Australia, France, Italy, Spain, Indonesia and India.<\/p>\n She first realised the potential of the segment when she visited a trade show in Hong Kong back in 2017. While big brands like Jenny Bird from Canada and Missoma from London are popular picks on their website, Batwara feels that unique designs can turn small brands into bestsellers. \u201cWe discovered INXSKY, a small brand from Paris, which is now one of our top 5 brands because their designs are so unique,\u201d shares Batwara.<\/p>\n Grounds of Experimentation<\/strong><\/p>\n Earrings, especially hoops, outperform as a category. Demi-fine jewellery gives designers the medium to experiment with different forms, textures and even innovate with new categories.<\/p>\n Parekh\u2019s Pebble Pods are a case in point. \u201cIt is easier for our production studio to create intriguing pieces with demi-fine jewellery and play around with the design, whereas that is typically a little more difficult with fine jewellery,\u201d Parekh explains.<\/p>\n \u201cMy headgears are a big hit because I don\u2019t think anyone else is doing anything like this. I never expected such a positive response and thought it would be difficult to sell these unconventional pieces, but I\u2019m so glad I was wrong. The response has been overwhelmingly positive, showing a shift towards more adventurous fashion choices,\u201d shares Potluri.<\/p>\n Shop Lune\u2019s sculptural line is where Shetty innovates with forms and techniques. Many of her bestsellers such as the crater hoops and sculptural bangles were products of experimentation.<\/p>\n Count men in, too!<\/strong><\/p>\n While majority focus on women, many brands are recognising the potential of catering to the modern man\u2019s desires as well. While some of the labels have gender neutral pieces, others design specially for them. \u201cI think jewellery for men is definitely becoming more popular. I\u2019ve always designed with men in mind as well and I really love to see when men wear Misho pieces. l wouldn\u2019t say that all our pieces are gender specific. We have some exciting things coming soon, but I can\u2019t say too much,\u201d Parekh hints.<\/p>\n This clearly indicates that be it a man or a woman, there is a strong desire for design-oriented accessories that focus on value and quality that don\u2019t break the bank, making demi-fine jewellery a strong space to watch out for.<\/p>\n","protected":false},"excerpt":{"rendered":" Demi-fine jewellery, a cross between fine jewellery and fashion jewellery, is attracting a niche clientele of its own. It\u2019s a huge draw as consumers get high-quality, \u00a0design-centric pieces made from precious metals and semi-precious stones at a more accessible price point. Aliya Ladhabhoy explores why this emerging category is a hit among new-gen consumers. The…<\/p>\n","protected":false},"author":11,"featured_media":27029,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[99,104],"tags":[],"thb-sponsors":[],"class_list":["post-27027","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-design","category-features"],"acf":[],"yoast_head":"\n![\"\"](\"https:\/\/gjepc.org\/solitaire\/wp-content\/uploads\/2024\/07\/The-intricate-hair-ornament-by-Kavya-Potlrui-features-delicate-butterflies-and-flowers-plated-in-gold..jpg\")
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