Indian Jewellery

Behind the Scenes of Diwali Jewellery Sales

It’s that time of the year, when there is no saying NO to sweets; festive lighting and showrooms are flocked with women buying jewels for the five-day festival spree starting from Dhanteras, to Diwali till Bhai Dooj. Jewellers stock their stores with not just the largest inventories but also discounts and offers to attract every eyeball that they can.

But, if everybody is busy selling jewellery then who is busy manufacturing them? Not every jeweller can afford or has a penchant for designing and manufacturing jewellery. Most of them, buy ready made jewels, appealing to taste of their clientele, from jewellery manufacturers from across the globe. Considering the jewellery needs to be displayed in the showrooms in October, planning six months in advance is an average practice. Designing, material sourcing, manufacturing, taking orders, deliveries, photo shoots and marketing campaigns… all this needs to accounted for much in advance, before the final piece takes its place in the display window.

Couture India Show by IJ Magazine

Thanks to B2B (Business to Business) jewellery platforms where manufacturers can showcase their latest collections to global retailers, Indian jewellery is now available and appreciated worldwide. One such show was the Indian Jeweller magazines ‘Couture India’ show that took place in New Delhi last month. As the name suggests, the format was of a boutique show, inviting unique talent from across India to participate, advising them to bring in their most exclusive and one-of-a-kind.

Arpit Kala, Organizer of Couture India summerises, “As far as jewellery was concerned, it was not only luxurious but also one of its kind designs. Each of the design displayed was a creative masterpiece and set the bar high for Couture India. It was an exclusive treasure chest of one of the most exquisite display of marvelous jewellery under one roof.”

My first stop was the ‘Jewels of Jaipur’ booth, where Ankit Lodha always greets me with unique ring concepts that make me wonder where all is this inspiration coming from? From elephants to peacocks to elaborate palaces and even shikara boats, he manages to put everything in a space enough to covers a finger or two!

In India, Mumbai is considered the hub of innovation in jewellery design but B R Designs from Surat broke my myth. Hardik Shah, the brain behind these jewels, kept showing me one marvel after another. Their recent collaboration with Forevermark even took their jewels to the Paris Fashion Week Runways.

Two more names that bring Surat to the forefront are Awesome Sparklers by Priti Bhatia and Enshine jewellers. Priti plays with abstract and contemporary motifs for her rings and necklaces, depicting florals in her own unique way. Enshine on the other hand approaches designs on a more realistic front. Their military ring is an ode to the Indian armed forces, with their latest collection Milagro brings out the rustic beauty in flowers through unique surface treatments.

Jaipur is known globally for their love for traditional jewellery, especially the art of Kundan-Polki. Abhishek Ghatiwala from Ghatiwala jewellers brings freshness to the whole concept by using clean forms amalgamating by international styling, depicting uber Indian luxury. Bringing softer colours like peachy corals, pale tanzanites and translucent emeralds in the world of kundan polki, Abhishek is known for pieces that move off the shelves in a blink.

Next on the list was one booth that showcased the splendor of enamel as an art. Sonal Sawansukha from Jaipur packs complete visual scenery in every piece of hers. From lotus pond necklaces to elaborate dancing peacocks and pretty bird couples, she has all in her jewelled menagerie. With the whole world of weddings going pastel, Sonal also matches similar trends with pastel shades of enamel and beads.

Completing the array and for a taste different from traditional jewellery, my last stop was Exquisite fine jewellery who offer contemporary styled long beaded chains, work wear pendant in a variety of colours with earrings and rings to match. Even the festive wear was chic in appearance with use of blue-green colour combinations rather than the traditional red-green.

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