This observation was made at the recent ICA Congress-1999 in Italy by Jaipur-based jeweller, Rashmikant Durlabhji in his key-note address to the congress of which he is a founder-member.

He pointed out that consumers were seen purchasing studded jewellery with higher gold karatage to keep the cost within their budgets. He, therefore, suggested that the industry must keep cost of inputs, including that of gemstones, as low as possible to attract more buyers.

Durlabhji gave to the ICA Congress a new slogan--Entering the 21st Century Through a Rainbow of Colours -- and suggested that instead of promoting any single product, say, ruby, the ICA should launch campaigns for specific colours, says, green.

This will help in promoting not only emeralds, but also tourmaline, peridot, apatite, chrysoberyl,green garnet etc at one stroke. As these stones come in numerous qualities and varying price range, consumers will be able to pick up whatever suits them. This would provide a wide exposure to various green gemstones at the same time.

He stressed that the coloured gemstone trade has before it a very large market of mass consumers who might be looking at products priced between US$ 15 and 300 for a piece of jewellery.

This segment of the market requires to be professionally approached. The trade will also have to improve its credibility by avoiding the practice of underbidding one another. The necessary mechanism under the banner of ICA should be set up to enforce such an agreement. Gemstones and jewellery, he added, should be promoted not as a luxury, but as fashion accessories that are worn on daily basis. The trade can also benefit by trying to promote specific jewellery of specific colours for special occasions, particular season and certain festivals.

If coloured gemstones are to be promoted, theright type of marketing will also be necessary. In this context he pointed out that a large number of end-users of coloured gemstone jewellery were employed in various industrial enterprises, hospitals and business offices where uniforms were compulsory.As part of such uniform, the coloured gemstone trade can suggest to such companies and enterprises to encourage the wearing of lapel pins and have ID cards with coloured gemstones of different colours. Sale of brooches, tie-pins and cuff-links can thus be promoted. Like a tie of special colour or design, special jewellery can also be turned into a way of life.

Durlabhji reminded his audience that the coloured gems stone trade had undergone considerable transformation over the years. Once it was a family business. It was no more so, with the entry of individual entrepreneurs and corporates into this field. Earlier when a jeweller sold a piece, say, as emerald it was accepted to be so, but that it was no more so. Importance of laboratories was now beingrealised by the buyer and he might wish the quality and genuineness of the piece he was buying to be certified. Moreover, development of unusual cuts and better jewellery manufacturing techniques has raised the overall level of product quality consciousness.Introduction of electronic communication system as well as large-scale advertisement, marketing and promotional campaigns had changed the business scene. These changes had come to stay and there would be no use of talking about going back to the old ways, he argued.