Wear your attitude

Font Size

Print

Feedback

Email

Discuss

• Discount UK Shopping

Related Articles

Swarovski charity auction for a 'message'Neetu unveils Frontier Raas designer collection 20...‘Twilight’ showcases innovative creationsIndia potential and interesting market: Versace

: What do jewellers like best? Women in the age group of 18 to 30 years, say market trends!

According to Hiroo Mirchandani, marketing director (India), World Gold Council, which has recently launched Collection G, there are approximately 36 million women in this age group in India, a large number of whom are in a position to spend. “These women prefer to carry their independence with them, and their choice is reflected in the type of jewellery they seek,” says Ms Mirchandani. They want to choose jewellery all by themselves, and “prefer simple, but graceful and contemporary looking, designs”, she says.

Designer Shehzad Zaveri of Mumbai based Minawala Jewellers presents another viewpoint: “Ten years ago, consumers were more concerned about the amount of gold that went into the making of an item, or the kind of stones that were used. They never understood the concept of jewels.”

The scene has changed dramatically since then. “It is a lot easier,” says Mr Zaveri. “People are looking at a piece of jewellery as a whole product, not at its individual components,” he explains. “Now customers are aware of the mini-engineering that goes into making a jewellery item.”

Perhaps that is the reason why new items hitting the market, such as Collection G from the World Gold Council, are making an attempt to connect to the changing and evolving tastes of young Indian women. Collection G offers mostly earrings, pendants and rings, the designs of which are a blend of the traditional and western, yet contemporary. The collection is priced at Rs 1,000 and upwards, though the bulk of the pieces are priced between Rs 3,000 and Rs 5,000.

Minawala Jewellers also exhibited a special collection of fine jewellery, called Andaz, recently in Delhi. Priced upwards of Rs 10,000, the items on display such as the Ice Collection, Amodini, Eirsha and Afsana targeted young women with enormous spending power. Timsy Anand, curator of the exhibition, reveals that the current trend is towards white gold. “The designs,” says Ms Anand, “however, continue to be a mix of western and traditional, with stones finding more prominence.”