Jewellers Have Designs On Tradition

Published on 30/11/09

With jewellery making up at least 60% of the total wedding spend, jewellers have always been in demand during the wedding season. This season,
however, it is those with traditional design offerings who are doing the maximum business.

So like in clothing, jewellery too is following a traditional or a ‘classic’ route. A re-emergence of traditional styles and designs which date back to the ‘80s is being seen.

Says Siddhartha Sacheti, VP-operations, Jaipur Gems, “Traditional style designs seem to the new rage. Heavy large gold pieces are in, and so are the Jadau heavy pieces. Enamelling is also in vogue in a big way. The current trend for the groom is the Sarpech, the starting range of which is Rs 50 lakh onwards. Whereas for the bride, the latest attraction is the giant diamond ring that costs upwards of Rs 25 lakh. The maang tikkas, bangles and chokers are also popular with brides.”

But is Gold still a preference, given its high prices? Or has it given way to other trends in jewellery for the season? Most people say that gold is still perceived as the safest of investments. “Gold being the jewellery wardrobe staple in India, it still commands the same significance. However people have become slightly cautious in buying gold but overall the demand is still very stable. Some people are shifting towards diamonds due to the volatile gold prices,” says Shehzad Zaveri, creative director of Mumbai-based Minawala Jewellers.