Indian Jeweller (IJ) April - May 2020

The Face oF The indian jewellery indusTry
Vol.10 issue.5 april-May 2020 300
The
InevITable
DescenT
8 Probable Challenges
& how to come out of
them succesfully
Power through
InvenTORY-related
problems like a
Champ!
How to slaY it on
sOcIal MeDIa
in these tough times
bacK In bUsIness
Jewellery stores in
select states reopen
after a 60-day hiatus
Plus
Expert insights from
A Shivaram, Hemant Shah &
PN Prasad (SBI) & more

Editor’s note
stay FocusEd
The gems and jewellery industry in India is
undergoing a never-before turmoil. The pandemic
has cost hundreds of workers their jobs, business
owners their clients, and exporters their orders.
Business has deferred and so have profits. Many industry
players are funding their businesses from personal savings,
supporting needy workers in their hour of difficulty and
doing the best for welfare of the sector.
The cover story delves into the various challenging
scenarios that could arise in the wake of this pandemic
and industry experts suggest solutions for each one.
Inventory management and related issues are going to be
specifically important soon after lockdown, in order to
recover loss of business during lockdown.
Social Media is an important tool in today’s time but
the old ways of putting out content may backfire. We
speak to experts to give you a foolproof cheat sheet on
how to engage audience on social media.
We ought to be active players and not mere witnesses
to the change that is inevitable if we have to engineer it
to get the outcomes we want. Get your priorities right,
remain focused and be healthy and happy, always!
editor
Alok Kala
Courtesy: Diamond, Rose Gold
necklace, narayan Jewellers by
Ketan & Jatin Chokshi
INDIAN JEWELLER | april-may 2020 | 15

The Face oF The indian jewellery indusTry
Vol.10 issue.5 april-May 2020 300
ChallengIng
SCenaRIoS
ReTaIleRS Could
Run InTo
The
InevITable
DescenT
8 Probably Challenges
& how to come out of
them succesfully
Power through
InvenTORY-related
problems like a
Champ!
How to slaY it on
sOcIal MeDIa
in these tough times
bacK In bUsIness
Jewellery stores in
select states reopen
after a 60-day hiatus
Plus
Expert insights from
A Shivaram, Hemant Shah &
PN Prasad (SBI) & more
The Face oF The indian jewellery indusTry
Vol.10 Issue 5
aprIl-may 2020
Editor and Publisher: Alok Kala
Associate Publisher: Arpit Kala
Senior Editor: Vijetha Rangabashyam
Business & Marketing: Gunjan Jain
Features Editor : Sugandha R
Graphic Designer: Dhananjay Kokate
Columnists: Gunjan Suri, Aftab Bandukwala
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Indian Jeweller, a bi-monthly magazine is
printed and published by Alok Kala, Proprietor,
Gem & Jewellery Information Centre, Journal
House, A-95, Janta Colony, Jaipur-302004,
Printed at Payorite Print Media Pvt. Ltd.,
Jaipur-302006.
Published from Gem & Jewellery Information
Centre, Journal House, A-95, Janta Colony,
Jaipur-302004.
Editor - Alok Kala
Registered with the Registrar of Newspapers
for India under No. RAJENG/2010/50179.
© All rights reserved. No part of this publication may be
reproduced, stored or transmitted in any form without
prior consent.
The Big Story
8 Challenging Scenarios Retailers Could Run Into
Based on insights gained from the G & J industry we have articulated eight
challenging scenarios, which jewellery retailers may have to face in the near
future along with some solutions
20
Special Columns
Emerging Trends in the
Post Covid Era
Reena Ahluwalia
interprets nature,
sustainability
and design with
meaning and
purpose, which
will form the crux
of consumer
behaviour in a
post-pandemic
world
74
Impact of Covid-19 on G & J
Industry, A Banking Perspective
P N Prasad, Deputy Managing Director,
SBI takes stock of the effect of the current
pandemic through a banking perspective
62
Q & a
Innovate or Perish
Don’t wait for the consumers
to walk into your stores,
entice them and make your
offerings interesting says
Hemant Shah, Consultant,
Luxury Goods & Jewellery
60
Cash-crunch in the
Jewellery Biz is a
Bubble
A Shivaram, Founder,
Retailgurukul talks about
how post-corona business
environment forces retailers
to accept a new normal
56

Special Features
Manufacturers’ Woes
Covid-19 has affected every single
manufacturer who is worried about
receiving payments from retailers
IN FOCUS
Rainbow of Hope
48
These bright and shiny pieces give us a fresh dose of happiness
Modern Elegance
50
Gorgeous pieces with an extravagant, modern appeal
Moon & Beyond
52
Gorgeous chandbalis, every bride’s favourite
Style Icon
54
Get cues from Katrina Kaif’s jewellery box for inspiration
36
Introspecting about
Inventory
Select business owners
from across India discuss
demand supply issues,
inventory-related problems
and the way forward
30
Expert Columns
Design in Harmony
66
In this column Gunjan Suri speaks about designing with a
conscience in the pandemic and post-pandemic era
Cawnpore Chronicles Part 4
64
In this series, Aftab Bandukwala delves deep into how his
design team worked on the architectural and the interior
aspects of his latest project
42
13 Commandments to Slay it
on Social Media
Experts give insights on how to optimize
social media content in the era of Covid
For
news, trends,
market
updates and
more
log into
www.indianjeweller.in
Like us on Facebook
@indianjeweller
FoLLow us on twitter
@IndianJeweller
FoLLow us on instagram
indian_jeweller

The Big STory
20 | april-may 2020 | INDIAN JEWELLER

Challenging
SCenarioS
retailerS
Could run into
Based on insights gained from the G & J industry in the
current situation, we have articulated eight challenging
scenarios, which jewellery retailers may have to face in
the near future. R Sugandha compiles solutions offered by
select retailers from across the nation
The world has come to a standstill, the rapid pace of
leading commercial hubs has come to an abrupt halt
as Coronavirus is doing the rounds of every nook
and corner -- forcing the rich and poor, the powerful and
weak back indoors.
Where life itself adorns the garb of uncertainty – business
seems to have been relegated to the farthest corners of
human concern. In such unprecedented circumstances,
every step one takes becomes a leap. The economic decline
awaits in the wake of this serious health crisis and no one
knows what else lurks in the background.
Experienced retailers present their views on how
to overcome some of the toughest challenges that the
economic crisis is likely to bring in…
INDIAN JEWELLER | april-may 2020 | 21

The Big STory
#Scenario 01
What if many people come
forward to sell gold?
Solution
• Given the saving
habits of Indians, on
a large scale, and
our frugal lifestyle,
women will not come
forward to sell gold
• High price of gold
may put off certain
buyers, it may force
them to buy lesser
gold, but those
families, which have
weddings planned
will inevitably, buy
gold
• The buying rate of
jewellery is less than
the rate at which
we sell, so there
is no loss in this
transaction
A
lot of jewellers are concerned if a
large number of people come to sell
gold, what will happen? How will
they be able to buy so much of gold at such
high rates? They cannot disappoint their
clients as well, because they have been their
customers for generations.
It is indeed a catch-22 situation, because
we ought to honour the word, given to
our esteemed clients, when they must have
bought that jewellery from us, that we may
have promised to buy it back, whenever they
wish to sell it. The situation is indeed tough.
The gems and jewellery industry is facing
a serious cash shortage and this kind of an
additional burden can prove disastrous.
As head of the Northern region for a lot
of gems and jewellery associations, many
jewellers have raised their concerns about
this problem with me. I, honestly, feel this
situation will not arise to the extent they are
worrying about it.
In India, jewellery forms part of longstanding
a tradition. It is that asset in a family,
which is never sold off, unless there is a
severe crisis in the family – and the family
has no option but to sell off its gold. Given
the saving habits of Indians, on a large scale,
and our frugal lifestyle, I do not think many
women will come forward to sell gold.
Excess inventory
that every
jewellery retailer
has stocked in
the past can be
liquidated
Vijay Khanna,
Khanna Jewellers,
Delhi
Gold is an investment but fortunately
it is not liquidated as often as in foreign
countries. High price of gold may put off
certain buyers, it may force them to buy
lesser gold, but those families, which have
weddings planned will inevitably, buy gold.
Despite my understanding, if such a
situation were to occur, excess inventory
that every jewellery retailer has stocked in
the past can be liquidated and that money
can be used to buy gold from their regular
customers. The buying rate of jewellery is
less than the rate at which we sell, so there
is no loss in this transaction. Plus, keeping
the customers happy is important for every
business.
22 | april-may 2020 | INDIAN JEWELLER

#Scenario 02
What if there is a liquidity
crunch?
SolutioN
One of the foremost symptoms of
recession is shortfall of cash in the
market. While many corporate
houses are going in for salary cuts –
disposable income of the masses is on a
steady decline. Gems and jewellery does
not feature in the ‘necessities’ segment. So it
seems inevitable that the industry is likely to
face a liquidity crunch.
Liquidity is a matter of time. During
lockdown, there was no income for any
jeweller, we still had to pay staff salaries, and
other regular business expenses. One major
expense that was payment to suppliers was
not there, because there were no orders to
be placed. Whatever orders we had placed
before lockdown, are yet to be delivered,
only then those payments will have to be
made. So when demand is low, supply of
inventory is also negligible.
Also, gems and jewellery segment will
arguably be the only business, which will
not be affected by liquidity crunch for long.
Even smaller jewellers will be able to have
enough cash in hand to run their day-to-day
operations. This is because, customers who
buy jewellery do so at all cost. They have
certain functions that they need to attend
– irrespective of any situation and usually
they have earmarked a certain sum to be
spent on buying jewellery for this purpose.
So they will go ahead to make the purchase.
For instance, weddings may take place with
lesser number of guests, or on a smaller scale,
but the father of the bride will not cut down
on gold that he wants to gift his daughter
at her wedding. It is an investment he is
making for her.
With other investment options giving
negative returns – gold is one solid investment
option, which is going to give guaranteed
returns in future. So people would come
forward to buy gold. Jewellers, also will have
• Avail bank credit, or sell
off excess inventory,
which will fetch a
better price now.
• Business owners
can cut down on
extravagance
• With other investment
options giving negative
returns – gold is one
solid investment
option
Avail bank credit,
or sell off part of
inventory, which will
fetch a better price
now and cut down
on extravagance
Priyesh Nagar,
Madanlal Chhaganlal
Jewellers, Indore
ample of cash once customers start buying
gold. It’s a matter of time. Even during
lockdown the gold prices have escalated and
as a result the cost of inventory has increased
in multiples. If all goes well, business will
return to normal when lockdown is lifted.
All the same, if jewellers face liquidity
crunch for a short while, they can avail
bank credit, or sell off excess inventory,
which will fetch a better price now. So cash
can be arranged. Business owners can cut
down on extravagance. The Reserve Bank
of India, increased moratorium on loans. So,
businesses can make use of these schemes
in order to overcome any liquidity crunch
they may face.
INDIAN JEWELLER | april-may 2020 | 23

The Big STory
#Scenario 03
What if you are over or
under stocked?
Solution
Demand and supply parity can
absolve many business problems
and that is something that takes
time to fall in place. When markets open
across India and the globe, they may not
happen simultaneously and obviously
the demand and supply parity will take a
longer time to come about. The volatility
between these two determinants will
keep affecting business all over – in the
retail and wholesale segment.
Stores cannot afford to be either over
stocked or under stocked. The prices of
gold have risen during the lockdown
since the past two months. So, it is
advisable to sell excess inventory so as to
infuse the business with ready cash. This
can happen only when all markets open
completely. By managing inventory to
match the demand in the market, every
jeweller can optimize profits.
Inventory management ERPs are
available, many jewellery retailers are
using those. Just before the lockdown was
announced jewellery retailers have bought
enough inventory, so when lockdown is
lifted, stores will be over stocked with
inventory, which will not have as much
demand immediately. Therefore store
owners may want to monetise part of it,
and use that money wisely to meet their
business expenses.
If a jeweller has two or more outlets,
with the use of an app or any similar
digital interface, he can share available
inventory between his own stores, and
show his clients all the stock that he has
on sale via an app or his social media
outlet, or website. In this way he can
manage within the limited inventory that
he has. In case a single store owner faces
a similar, situation, he may have to buy
stock – maybe on credit, if he is low on
• If a jeweller has two
or more outlets, with
the use of an app or
any similar digital
interface, he can share
available inventory
between his own
stores
• Inventory
management ERPs
are available, many
jewellery retailers are
using those
If you are overstocked,
monetise
excess stock and
if you are under
stocked, share
inventory between
branches or
display products
via Internet in
association with
suppliers
G R Radhakrishnan,
GRT Jewellers,
Chennai
cash and sell it off immediately. In fact,
many jewellers have an understanding
with their suppliers, wherein they show
(via internet) their buyers what suppliers
have on sale, and buyers can select what
they want over a digital interface, without
the retailer having to actually buy from
the supplier.
24 | april-may 2020 | INDIAN JEWELLER

#Scenario 04
What if footfall is very low even by end of the year
and sales are not enough to cover cost of operations?
Solution
• Jewellers will have to
go out of their way
to get customers to
come to their stores in
case of low footfall
• There are several
marketing techniques
that jewellery retailers
can employ to attract
customers
• Jewellers could
introduce creative
marketing and
branding campaigns,
conduct small
exhibitions in-house.
People are in a state of shock and fear,
their worries are justified, because it
is a global pandemic. We all need to
give it some time to recover. Every business
faces ups and downs, businesses are equipped
to mitigate such risks.
Those who have weddings scheduled will
buy jewellery. Irrespective of the constraints
-- they need to buy jewellery. If the price
of gold is too high, they may prefer to
buy silver with gold plating, or go in for
lightweight pieces. But they will not do
away with buying.
In India, buying gold is a tradition. In
every celebration and festival, women
adorn themselves with the choicest of gold
ornaments. If in case, the footfall continues
to be marginal and people shy away from
coming to jewellery stores, jewellers will
have to go out of their way to get customers
to come to their stores. They can announce
contests, participate actively in several
social activities. There are several marketing
techniques that jewellery retailers can
employ to attract customers. It is a norm,
that during festival season customers will
Introduce creative
marketing
campaigns,
small in-house
exhibitions & more
Hitesh Adeshra,
Keshavji Chhaganlal
Jewellers,
Jamshedpur
flock to the stores. Because of the pandemic,
some may choose to go digital, but sales will
happen for sure.
In case, such a situation was to occur,
jewellers could introduce creative marketing
and branding campaigns, conduct small
exhibitions in-house. Invite celebrities, to
increase footfall. Participate in social events.
And to meet expenses, they can monetise
excess inventory to meet expenses and cut
down on superfluous ones. A jeweller can
always find solutions to raise cash.
INDIAN JEWELLER | april-may 2020 | 25

The Big STory
#Scenario 05
What if there is a relapse and a
Corona 2.0 afflicts the world?
Change is the only constant. So this
phase has taught each one of us to
be adaptable to change. Nothing
will be forever. You need to plan your
finances well and never rely overly on
borrowings. Loans should be taken only
if necessary.
• Business owners
have to reinvent and
adapt to new ways of
working
• Adopt a healthy
lifestyle and keep your
business accounts
healthy
• Loans should be taken
only if necessary
Business owners have to reinvent and
adapt to new ways of working. A health
crisis can relapse, no one has control
over such situations. All one can do is to
be prepared for all kinds of challenging
situations.
These adaptations begin small – first
change your lifestyle, keep your health
intact, take safety measures for your staff
and customers. Adopt a healthy lifestyle
and keep your business accounts healthy.
Adopt austerity in life and in business.
Avoid wasteful expenditure and learn to
live with minimal means. Keep yourself
happy and healthy at all times. These
simple measures will help you in times
of difficulty.
Good days will return, the economy
will bounce back. It is a matter of time.
Till then we all need to have patience
and perseverance. You need to be polite
and exercise compassion, in these difficult
times. Each one is suffering, therefore we
need to be more considerate and be kind.
Solution
Make your life and
business healthy
by adopting healthy
ways of conducting
life and business
Vastupal Ranka,
Ranka Jewellers,
Pune
26 | april-may 2020 | INDIAN JEWELLER

#Scenario 06
What if gold prices escalate beyond 90k for
10 gms by end of the year?
Solution
• People may prefer
studded jewellery,
etc, because in such
jewellery purity of gold
is lower
• Pieces, which look
chunky, but are
actually light in weight
will be in demand
• Rose gold will also be
popular
Buying gold is not confined to a class
or segment, it is a tradition across all
religions and social strata. The quality
and quantity of jewellery buying may be
different, but it will surely be there.
When gold prices increase, demand
reduces. People may go in for silver or
gold plated jewellery. They may go in for
lightweight jewellery. Some may prefer
studded jewellery, etc, because in such
jewellery purity of gold is lower, about 14
carat – 18 carat. In all these cases also sale
happens, and jewellers are able to book
profits. They may be lower than expected.
Gold is a profitable investment. If there is
a sudden hike in gold price, there will be
some resistance from buyers. But if there is
a gradual hike, buyers will accommodate it
and will continue to buy gold.
Hike in gold prices, means people will
Change your
inventory to suit
client budget
Sanjay Gupta,
Tibarumals
Jewellers,
Hyderabad
buy light weight jewellery, so jewellers will
have to keep such jewellery on display.
Pieces, which look chunky, but are actually
light in weight. They may also go in for rose
gold, which actually has lesser pure gold
and more of other metals. This will make
it affordable for the buyer. Jewellers may
have to ensure that they offer their clients,
ample of choice within their budget – so the
whole pure gold jewellery fundamental may
shift to lower purity, yet shiny and chunky
looking jewellery. It’s more of a style change.
INDIAN JEWELLER | april-may 2020 | 27

The Big STory
#Scenario 07
What if manufacturing centers do not open in
time – especially in Mumbai and Kolkata?
Solution
Gems and jewellery, unlike many
other businesses has a unique
supply chain, which depends on
several issues ranging from quality, purity,
weightage, style, et al. All of these factors
will determine, from where individual
retailers source their products.
• Supply of gems and
jewellery would not be
so much of a concern,
because demand too
would be less
• We have ample of
inventory at present,
which will take care of
the demand for a few
months
• More and more
jewellers across the
country will have
to rely on their own
artisans
Depending upon their location,
market demand in their area and people’s
preferences, their own individualistic
styles, etc, they will seek out vendors
and suppliers from different parts of the
country. Some jewellers manufacture part
of their inventory in-house, and source
the rest from wholesalers located in
Mumbai, Surat, Jaipur, Kolkata and several
other places. Artisans from far off villages
in Orissa, Bengal, Gujarat, Rajasthan, etc
come to work for manufacturing units
in these cities. Many live in shambles,
away from their families and face several
difficulties and yet employ their talent to
manufacture some of the most exquisite
jewellery, which is then shipped across
India and finds its way into the collection
of some topmost connoisseurs. Supply
of gems and jewellery would not be so
much of a concern, because demand too
would be less.
Over the past few months, just before
lockdown, several jewellery retailers have
stocked up on their inventory – and
because of the lockdown no sale has taken
place. So we have ample of inventory
at present, which will take care of the
demand for a few months, at least.
If wholesalers continue to remain
Become self-reliant
in manufacturing,
offer clients
customized
jewellery
Renu Sharma,
Rajwarah Jewellers,
Delhi
closed till the end of the year, and do not
resume operations at all – it may be a
cause for worry for all jewellery retailers,
but when no one has a particular type of
jewellery, buyers may have to choose from
whatever stock is available.
More and more jewellers across the
country will have to rely on their own
artisans, and offer their clients customized
jewellery, rather than ready-made pieces.
As it is a nation-wide supply crunch –
people will understand and therefore will
mend their preferences.
28 | april-may 2020 | INDIAN JEWELLER

#Scenario 08
What if big shows get cancelled totally
for the whole year?
Solution
• Virtual expos will be
beneficial when real
ones cannot happen
• Attend a lot of
webinars, interact with
many fellow jewellers
over the internet
• Important for retailers
to find unique
solutions to reach out
to vendor
Trade shows are important for retailers
from across the country, where we
see newest styles and trends and meet
new suppliers and vendors. We are able to
network with industry veterans and gain a
lot of insights from them. So cancellation
of shows does create a serious dent in the
learning curve. It is, important for retailers to
find unique solutions to reach out to vendors,
suppliers, and network with people over the
internet. Virtual expos will be beneficial
in such a scenario. Though nothing can
beat, the experience of meeting people in
person. All the same, with a pandemic of
this magnitude, we aren’t left with a choice.
I attend a lot of webinars, interact with
many fellow jewellers over the internet
through zoom sessions, web meetings and
social media platforms as well. We also keep
in touch constantly with all our suppliers
and vendors, and clients as well. We share
positive thoughts, place orders, if necessary
– suppliers also share their newest catalogues
with us and that way we try to overcome the
loss caused because of cancellation of shows.
On the whole, gems and jewellery retailers
are in control and seem to be prepared to
Keep in touch
with suppliers
and vendors,
and clients over
Internet and social
media
Saket Keshri,
Ratnalaya
Jewellers, Patna
meet all kinds of challenges. At present we
can keep our fingers crossed, and hope that
the situation improves and life springs back
to normal without any more casualties.
INDIAN JEWELLER | april-may 2020 | 29

Special Feature
INVENTORY MANAGEMENT
IntrospectIng
about Inventory
Select business owners from across India discuss
demand supply issues, inventory-related problems and
the way forward, post lockdown with R Sugandha
Gems and jewellery sector in
China, Hong Kong, and the USA
is showing some green shoots,
but India is still feeling the heat of the
situation and isn’t showing major signs of
recovery.
All the same, worries about day to
day operations and whether artisans will
return to work in time, will they be able
to meet the expectations of their clients
and new government norms, etc are
problems that they cannot seem to escape.
Demand-Supply Situation
Many corporate houses have laid off part
of their staff, they have also asked existing
personnel to accept pay cuts, in this
scenario per capita disposable income has
reduced considerably. In addition, gold
prices have rocketed like never-before. As
a result, demand for gems and jewellery is
likely to reduce considerably.
Jewellery retailers, present a different
viewpoint. According to Anil Kataria,
30 | april-may 2020 | INDIAN JEWELLER

Courtesy: D P Jewellers, Madhya Pradesh
DP Jewellers, Indore, “Those who have
weddings and other important functions
planned in their families, will come
forward to buy gold.” There’s truth in
his words, which are based on years of
business experience and having survived
several economic downturns.
“People may cut down on spending
on other luxury goods, like high fashion,
or expensive cars, etc -- but father of the
bride will always gift his daughter lots of
gold on her wedding day, because it is an
investment, which she can fall back on,
anytime in life,” he explains.
All said and done, life may not be the
same again after the pandemic, “The
pandemic will force gems and jewellery
retailers to adjust to a whole new normal
– ways of conducting business will have
to change,” opines A Shivaram, founder of
www.retailgurukul.com.
The experienced consultant feels that
many old world business techniques
– like waiting for customers to walk in
and simply following government norms,
without any additional effort to woo
customers will lead to retailer losing
his clients to his competitor. “World
over businesses are feeling the impact of
economic slowdown, turning a blind eye
to reality is of no use,” he asserts.
Attract customers, increase
demand
Efforts to attract customers have to made.
“During the lockdown itself, many
retailers had started sending Whatsapp
messages, SMSes and later calling up their
clients to enquire about their wellbeing
and extending their best wishes,” informs
A Shivaram. These are ways to let the
client know that you are thinking about
them. It is a way to connect and reach out
to them.
Many business owners were also in
touch with their associates. They were
attending several Webinars, some were
conducting such Webinars and making
People may cut down on
spending on other luxury
goods, like high fashion, or
expensive cars, etc -- but
father of the bride will
always gift his daughter
lots of gold on her
wedding day, because it is
an investment, which she
can fall back on, anytime
in life
Anil Kataria,
D P Jewellers, Indore
INDIAN JEWELLER | april-may 2020 | 31

Special Feature
The pandemic will force
gems and jewellery
retailers to adjust to a
whole new normal – ways
of conducting business
will have to change
A Shivaram, Retailgurukul
Jewellers may have to
avail bank credit or share
inventory via an app or
with the help of a virtual
platform, to show inventory
from his branches or talk
it out with his suppliers if
he can show goods, which
suppliers have in stock, to
his walk-in customers
Vicky Badera,
Panchkesari Badera
Jewellers, Bengaluru
good use of the internet to network with
industry experts.
According to Avinash Gupta, Mamraj
Musaddilal Jewellers, Hyderabad, “I kept
myself busy throughout the day, we used
to conduct daily meetings with our staff,
who were calling up business associates
and clients. I have attended many
Webinars and I believe all that has helped
me meet the situation after lockdown
much better.”
These meetings and Webinars provide
reminders of protocols to be followed
soon after lockdown is lifted. They keep
jewellers in touch with suppliers and
clients and the interaction strengthens
business bonds.
Especially, with a pandemic so grave in
its proportion the whole perspective on
life and business changes and one starts
appreciating certain aspects which may
earlier have been taken for granted, like:
health, dietary habits, exercise, lifestyle,
family, et al. In business: client wellbeing,
staff welfare, and such others. It surely
allows an individual to evolve.
Inventory matters
Being over stocked or under stocked in
the post lockdown situation can prove
disastrous. If a jeweller is over-stocked,
meaning he will have locked up valuable
liquidity – which may or may not get
monetized in the long run. “Consumer
demand is often quite treacherous.
Today they like to buy heavy jewellery,
but post lockdown, they may go in for
light weight pieces, in such a case, your
heavy jewellery stock will remain unsold.
Therefore, it is advisable to liquidate it as
soon as you find the right opportunity,”
explains Gupta.
Given, the upcoming economic
slowdown, buyers may prefer light weight
jewellery, feel industry analysts. Therefore,
it is advisable to keep new stock of light
weight pieces on display.
In case, a jeweller is under stocked, he
may find it expensive to buy new stock.
“In such a case, he may have to avail bank
credit or share inventory via an app or
with the help of a virtual platform, to
show inventory from his branches or talk
it out with his suppliers if he can show
goods, which suppliers have in stock, to
his walk-in customers,” explains Vicky
Badera, Panchkesari Badera Jewellers,
Bengaluru. In that way, he can minimize
32 | april-may 2020 | INDIAN JEWELLER

outright purchase of stock, which
currently will be quite expensive – given
the high price of gold.
Jewellers, who are understocked can
buy gold from their customers, who are
likely to come forward to sell gold, which
is now fetching them a good price. The
rate at which jewellers buy gold from
individual customers is much less as
compared to that at which they sell gold.
So jewellers have not reason to worry on
this front.
New business practices
In addition, to government prescribed
new protocols which every business will
have to follow, it is advisable that jewellers
start maintaining an updated database of
their clients. It will be handy, when they
announce various schemes to attract
customers. “Post lockdown, every jeweller
will come out with newer discount
schemes, or SIPs or gold investment
schemes, to attract customers,” explains A
Shivaram.
Such schemes are important – at the
same time, old practices of opening stores
and waiting for customers to walk in will
not work. Jewellery business owners will
have to find ways to invite customers into
their stores. “They may have to participate
in social events, conduct competitions, or
events or invite important people into
their store, so as to increase footfall,”
informs Badera. Jewellery retailers will
have to make an extra effort to create
demand for their products. They will have
to be innovative and make use of online
and offline marketing and branding ideas
to attract customers.
Manufacturing Segment
Manufacturers have yet another battle of
their own. Their artisans have gone back
to their native places. Their orders have
to be delivered in time, and logistical
companies haven’t opened up. With
government allowing only those diamond
manufacturers, who need to complete
their earlier export orders to operate with
just ten percent manpower, the situation is
indeed challenging. “Mumbai is currently
under total lockdown, our karigars have
gone to their villages, they may return
when lockdown is lifted, however they
haven’t made any such promises,” informs
Chetan Thadeshwar, Shringar House of
Mangalsutra Pvt Ltd, Mumbai. They are
yet to complete orders placed before
lockdown. They have asked for a deferred
delivery date for these orders. Money is
stuck with clients, as most of the business
is conducted on credit. If artisans fail to
return in time, and orders get piled up,
manufacturers may have to raise wages
and get work done from existing number
of workers. It is therefore, very important
that the artisans return in time. “Also,
some manufacturing units in Mumbai
have space constraints, so it may be a
challenge to rent out or arrange for
spacious manufacturing units in the city,”
explains Pramod Mehta, Shine Shilpi.
Functioning with quite a lot of multipronged
challenges isn’t going to be easy.
But knowing the resilience and tenacity
displayed by gems and jewellery business
owners, they will surely find innovative
ways to overcome all challenges and
ensure that business comes back to
normal as soon as possible.
Mumbai is currently
under total lockdown, our
karigars have gone to their
villages, they may return
when lockdown is lifted,
however they haven’t
made any such promises.
Chetan Thadeshwar,
Shringar House of
Mangalsutra Pvt Ltd,
Mumbai
Some manufacturing
units in Mumbai have
space constraints, so it
may be a challenge to
rent out or arrange for
spacious manufacturing
units in the city.
Pramod Mehta,
Shine Shilpi, Mumbai
INDIAN JEWELLER | april-may 2020 | 33

Special Feature
What manufacturers are concerned about ?
Manufacturers’ Woes
Covid-19 has affected every single stakeholder in the gems and
jewellery industry. As demand for jewellery remains subdued in India, jewellery
manufacturers worry about receiving payments from retailers, paying their staff
salaries and managing overheads and the most important of all,
getting back their karigars who have migrated back to their
hometowns says Vijetha Rangabashyam
As there was zero buying from
mid March up until end of May
(almost), the jewellery industry in
India has been going through a surfeit of
challenges. The ripple effect of lockdown
has led many manufacturers to worry
about cash flow and getting their mostskilled
workers back from their villages.
The jewellery industry as we all know is
highly skill oriented and every artisan is
well trained for several years. There is high
possibility that artisans may not return
from their villages for a good 4 months.
How will manufacturers meet demand
if that happens? Retailers on the other
hand are also finding it difficult to make
payments as they are not making any sale,
which in turn is putting manufacturers in
a tough spot.
36 | april-may 2020 | INDIAN JEWELLER

Will workers come back
from their villages?
Anand Shah, Anand Shah Jewels
The biggest challenge is related to workers who have gone
back to their villages. The challenge is to get karigars back,
when the lockdown is lifted. The good karigars, who have
specific skill set have to return in time to complete orders. The
really talented ones are quite irreplaceable. We may have best of
the designers, but ultimately we need the karigars to implement
the design. Many of them are from Kolkata, their families too
will not want them to come back for the next three months.
They have just reached their villages and many are still on their
way.
Regarding payments, they will eventually come, as all jewellers
are financially stable. Retailers have not lost the money. It may
take a little longer for them to pay what they owe us. So, I don’t
think liquidity is matter of much concern in the long run.
The good karigars, who have
specific skill set have to return
in time to complete orders. The
really talented ones are quite
irreplaceable. We may have best
of the designers, but ultimately we
need the karigars to implement
the design.
A lot of money is pending. Business
has not happened and even for orders
delivered in December last year and
January this year, payments would
have been recovered in March, but
because the lockdown was announced
and retailers had no business
thereafter all the money is stuck up. It
is a huge loss for the business.
Payments from retailers
have to be recovered
Deepak Jain, Vijay Gems and
Jewellery
The biggest worry is that business is at a standstill.
Payments from retailers need to be recovered. A lot
of money is pending. Business has not happened and
even for orders delivered in December last year and January
this year, payments would have been recovered in March,
but because the lockdown was announced and retailers had
no business thereafter all the money is stuck up. It is a huge
loss for the business. We too have to pay our suppliers and
staff salaries, and because of no incoming cash it is difficult
to run the business. Everybody needs to arrange their
finances through banks, and ensure that money comes into
the system and the wheels start moving again. The business
all over needs a push start.
INDIAN JEWELLER | april-may 2020 | 37

Special Feature
Attracting
customers
into the retail
market as
everything
depends on that
Umang Mehta,
Laxmi Jewellery
Export
Attracting customers into the
retail market. Once retail market
starts moving, money starts
flowing. Getting workers back to the
factory is also an immediate concern.
We are partially operating at 20 – 30
per cent of capacity. We have to follow
strict guidelines. We have to instruct
them, we have to take care of them,
and help them accustom themselves
to wear masks, observe high hygiene
standards. It is unpredictable, as to
when markets will open. We hope that
they open soon.
It takes a lot of time to train
artisans and I might lose them
Dheeraj Menda, Studio Rêves
Losing my team is a matter of worry at the moment. People have gone
home – to their villages. Many may not return in time, when the
markets open. People may choose not to return. They may find some
occupation closer home. For a manufacturer to start work without all the
artisans in place is very difficult. Just 30 per cent of staff may return, and that
is going to be a big challenge. The biggest capital in the ‘high skill’ industry
is the karigar. It’s a different kind of situation. He gets around Rs 25,000-
Rs 30,000 and they have to sustain themselves in Mumbai. It takes a lot
of time to create these karigars – groom them, etc. We have to hope that
the aspiration levels for them won’t disappear, and they would still want to
return to their original lives.
As for liquidity, it is more about delayed payments – it is a problem
about money not moving. Money has to start changing hands; that is when
things will start moving ahead. As retailers don’t have business, they are not
releasing payments to their suppliers. If they don’t release this payment—we
manufacturers will not have the money to pay our overheads.
Attracting customers into
the retail market. Once
retail market starts moving,
money starts flowing.
For a manufacturer to
start work without all the
artisans in place is very
difficult. Just 30 per cent
of staff may return, and
that is going to be a big
challenge. The biggest
capital in the ‘high skill’
industry is the karigar.
38 | april-may 2020 | INDIAN JEWELLER

How do we meet export
demands if migrant
labourers won’t return?
Vijay Chordia, Valentine Jewellery
We are concerned about our export orders, as to how they
will move. It certainly looks promising and is not as bad
as what we thought it would be. Orders have started
coming in gradually. India will benefit from the whole mindset
against China. With a little help from the government, we should
make use of this opportunity. The bigger problem is with migrant
labourers. Even if we get orders and they don’t come back in time,
we will be in a fix. We are not sure when they will come back
and whether they will come back. Sitapura Gem and Jewellery
Assocaition has proposed to Rajasthan government to utilize the
resources in the state as workers from other states are coming back
to Rajasthan. If they plan not to go back, they don’t have jobs. So
we have suggested that we can provide job opportunities to these
workers. We will train them and create our own labour.
Sitapura Gem and Jewellery Assocaition
has proposed to Rajasthan government
to utilize the resources in the state as
workers from other states are coming
back to Rajasthan. If they plan not to
go back, they don’t have jobs. So we
have suggested that we can provide job
opportunities to these workers. We will
train them and create our own labour.
Payment cycle has
to start moving
Viral Kothari, Kosha Fine Jewels
The payment cycle has to start
moving. Previously we used
to give gold on credit, to good
retailers – gold payments
should be made COD or in
advance. But no one gives us
gold on credit. Unanimously we
should make it mandatory to
deliver gold on COD basis.
My biggest worry is recovering payments from our retailers.
We are into smaller ticket items. Slowly cash will start
moving, maybe three-six months down the line, money
will start trickling in. I have about 150 workers working for me, I
have to make payments for the diamonds. The payment cycle has
to start moving. Previously we used to give gold on credit, to good
retailers – gold payments should be made COD or in advance. But
no one gives us gold on credit. Unanimously we should make it
mandatory to deliver gold on COD basis.
The Indian economy could be slow. If laws are simplified by the
government, India will recover faster. As a lot of bans are imposed
on China and Japan, this could be a golden ticket for India. Indian
laws should be amended to make it conducive to do business. The
government should give more incentive and subsidies. This will be a
huge impetus to Indian manufacturers.
INDIAN JEWELLER | april-may 2020 | 39

Special Feature
What if the situation worsens in
Mumbai where a major number of our
business associates are situated ?
Vikas Mehta, Achal Jewels
Jadau work cannot be
modified totally, small
alterations are possible,
but major changes
in design and layout
of precious stones is
not possible, as it will
alter the whole piece
and it may not hold its
high aesthetic value.
Therefore, our buyers
usually never ask us for
major modifications.
Most of our workers have gone
to their native places. They will
return in about two months
time. Currently, we are completing
pending orders, which were placed
before lockdown was announced. Some
export orders are also there. In case of
jadau jewellery, requirement of gold is
comparatively lesser than in plain gold
jewellery. Jadau has a select set of buyers,
who will not budge from their preference
primarily because of traditional reasons
and secondly because it is a rare art. It
is an integral part of Indian heritage,
therefore Indian jewellery retailers from
different parts of the world specially order
our jadau pieces. Jadau work cannot be
modified totally, small alterations are
possible, but major changes in design and
layout of precious stones is not possible,
as it will alter the whole piece and it
may not hold its high aesthetic value.
Therefore, our buyers usually never ask us
for major modifications. We have a select
set of customers who always buy from us.
They never go elsewhere, because of years
of trust in the quality of our products.
The only thing that bothers me
currently is if the situation worsens in
some important parts of the country
like Mumbai for instance, where a
major number of our business associates
are situated, how will it affect business?
I think we need to be prepared for a
certain delay in working, as Mumbai
may not open anytime soon, and that
may affect cash inflow coming in from
the commercial capital. It is a matter of
time, and when work in Mumbai is back
to normal things will be smooth. I hope
our artisans return in time, so that we
can complete our orders. Most of our
business runs on credit, so I know, once
we deliver the goods, money will come
in. With time, I believe consumer demand
may shift towards preferring lightweight
jewellery, because of lesser disposable
income.
40 | april-may 2020 | INDIAN JEWELLER

Special Feature
Digital Marketing in the time of Covid 19
The 13 CommandmenTs
To slay iT on soCial media
Today, social media is a boon, and is probably going to help you in keeping your
business afloat. You may think that there is no rulebook for engaging with your
clients on social media at this point, but there definitely is. Here’s a foolproof cheat
sheet to acing it on social media. From creating a voice to how to handpick your
influencers, we’ve got you covered says Vijetha Rangabashyam
Once upon a time, when the world
was free of virus, quarantines and
what not, social media marketing
and having a thorough digital presence
was one of the means to an end. Now,
things have taken a 360 degree turn;
businesses had come to a grinding halt
and even with jewellery stores opening up
partially across the country, social media is
probably your only ticket to getting your
business up and running. Even skeptics
are leaning towards activating their digital
marketing now more than ever, because
they are seeing the benefits of reaching
out to thousands of targeted audience
and deliver a message, even something as
simple as, “we still exist.”
But here’s the thing, there’s been a shift
in the way content has been put out on
social media in the time of Covid-19.
Sure, people are spending a lot of
time scrolling feeds on Instagram and
Facebook, but not everybody wants to
see a brand over selling their products
at this time. When your business is
nearly nil, panic sets in and instinctively
you want to show people everything
you’ve got. That’s just the sort of thing
that’s frowned right now. Your audience
expects sensitivity and compassion in
these trying times. If you build your social
media strategy on empathy with below
mentioned cues in mind, you are sure to
engage your audience in an effective way
and may be you’ll get them to buy a piece
of jewellery or two!
42 | april-may 2020 | INDIAN JEWELLER

1. Curb your Enthusiasm
A
little restraint from your end will go a long way at this time. Focus
more on connecting with your audience rather than bombarding
them with promotional messages. A few jewellers even felt the need
to go off the radar for a few days; may be that’s too extreme an approach,
but a more cautious attitude towards what you say and how you say it is
more important now than ever. You would be surprised by how many
people will recall your brand based on your social media behaviour when
this mayhem is over.
2. Don’t talk to a Wallet
After Covid-19, there has been
a tectonic shift in terms of
brands not being heartlessly
transactional. The emotional pay
off of any object that you buy
has become a very important
conversation to have. Previously it
was just about the functional aspect
about what the product exactly does,
but things are not like that anymore.
“The comfortable way of marketing
which goes out on auto pilot that
most marketers derive joy out of is
gone. You need to be very cognizant
of the fact that you are not talking
to a wallet. You are talking to a
human being. You need to have an
empathetic conversation with your
clients. Even with luxury, there are
always people who will want to
treat themselves by indulging in
something special and it will be in
the now, not in the future. While
people are in that frame of mind,
brands can’t be talking to them
like they are a wallet,” says Sunetro
Lahiri, Associate Vice President
(Creative), The Glitch, a leading
digital agency based headquartered
in Mumbai. Directly selling
products on social media platforms
is one of the biggest mistakes brands
make. “Your Instagram is your story
in photos, not just a catalogue of
images. Finished jewels are of course
beauty we all want to admire, but
everything is good in moderation.
Someone might start following you
for jewellery that you create but
selling something all the time makes
followers press that unfollow button,
so offering them a variety of content
is the key to success,” says Katerina
Perez, social media influencer and
jewellery blogger.
The comfortable way of
marketing which goes out
on auto pilot that most
marketers derive joy out of
is gone. You need to be very
cognizant of the fact that you
are not talking to a wallet.
You are talking to a human
being. You need to have an
empathetic conversation
with your clients. Even with
luxury, there are always
people who will want to treat
themselves by indulging in
something special and it
will be in the now, not in the
future. While people are in
that frame of mind, brands
can’t be talking to them like
they are a wallet
Sunetro Lahiri, Associate
Vice President (Creative),
The Glitch
INDIAN JEWELLER | april-may 2020 | 43

Special Feature
4. Context is King
Your Instagram is your story in
photos, not just a catalogue of
images. Finished jewels are of course
beauty we all want to admire, but
everything is good in moderation.
Someone might start following you
for jewellery that you create but
selling something all the time makes
followers press that unfollow button,
so offering them a variety of content
is the key to success
Katerina Perez, Social Media
Influencer and Jewellery Blogger
3. Don’t wallow in crisis
Brands should focus on whom they are speaking to
not just in terms of target audience. “Brands want
us to speak to people rather than speaking down
to them. Maintaining a sense of empathy while also not
focusing too much on the crisis at hand, they don’t want
us to drum up the fact that there’s a pandemic. People
already know it, they can see it. It is important for brands
to make their clients feel better and uplift them and this
is a universal brief we get from our clients,” adds Sunetro.
Don’t let Covid-19 related posts take over your feed.
“There is too much communication about this worrisome
subject already, and jewellers have the ability to distract
followers from it by showing gorgeous jewels,” adds
Katerina.
For years now, branding and marketing
enthusiasts world over have been talking
about “content” being king. But without
context, there’s no content. Be observant about your
surroundings, see what other content marketers are
doing; you don’t have to copy them but you can
certainly get an idea. As governments world over are
encouraging social distancing, Nike put out a great
copy, “If you ever dreamed of playing for millions
around the world, now is your chance, play inside,
play for the world.” An effective communication in
line with the current context.
5. Video for the Win
Video has always been popular and in this time of
lockdown, it is definitely the most effective way
of engaging with your audience. Request your
previous clients to record a video of themselves talking
about their recent purchase or the experience they had
when they were at your store. You could perhaps give a
little sneak peek into your personal life, a small video of
what you are cooking for your family or a snappy video
that informs your client about how your jewellery gets
made. Now’s the time to educate your clients about what
your brand is all about, your ideology and beliefs and
there’s no better way of doing it than video.
6. Words that Wow
Yes, pictures are worth a thousand words. But
contrary to what most of you think, people
love to read. So long as your content is crisp,
clear and concise, you will even have audiences
engaging with what you’ve posted. Ensure your feed
has a voice. Now is the time to create content as
though you are speaking to every single one of your
followers on a one-to-one basis rather than a herd
of people. Take the likes of Cartier and Van Cleef &
Arpels for example – the high jewellery brands put
out posts that reflected their core values, of sharing
and fostering creativity, with a focus on Mother
Nature while plugging in their pieces subliminally.
Learn from the best.
44 | april-may 2020 | INDIAN JEWELLER

7. Time to be Real 8. Build a larger brand
message
What can a piece of jewellery do to your
audience? Make them feel special or
make them feel happier or better about
themselves. Try conveying this rather than over
promising. “A product is a product is a product at
the end of the day. It can’t change your world. It
can change the way you feel a little bit but don’t
promise your clients that it will change their lives.
Be realistic about your reach,” adds Sunetro.
Most jewellers, even the ones who have big digital
spends have a very performance marketing driven
mindset – a post on Instagram on Facebook should
convert into a sale. In such a scenario, where a brand believes
that every post should lead to a sale or drive foot traffic to
their store, they fail to focus on a larger theme or a brand
message. “After the pandemic hit and the stores shut down,
most brands believed that they should stop all their marketing
activity. However, if you go off the radar completely, it is not
ideal, especially in a time like this. In fact we urged brands
to create campaigns around the current scenario and create
a stronger connect with their audience. Now is the time to
build a larger message,” says an employee of Facebook.
INDIAN JEWELLER | april-may 2020 | 45

Special Feature
9.Don’t shy away
from digital
advertising
You might have cut back on your digital
spends thinking it is the wrong time to
advertise, but this is not entirely true. It is a
great time to advertise because there is a scarcity
of advertisers. You get better pricing when you
buy media online. “All digital marketing is sold
on an auction basis, meaning advertisers will bid
for the same audience and the highest bidder’s ad
will be shown first. Right now the auction density
is lower, so brands will get a much better price,”
adds the person from Facebook. It is also the
best time to invest in Augmented Reality ads on
Facebook and Instagram. “Say you want to sell a
necklace and you want to target women of certain
age group and the person opens their instagram
story, and they see an ad where every time they
blink, the necklace on their neck changes. This is
great for brands where visual appeal is necessary,
jewellers must explore this,” he adds.
10.Process over Product
Your post should never just be about the product.
People are more interested in how the product
is being made. As the lockdown started easing
in many parts of India, and ecommerce deliveries
were permitted, The Summer House, a sustainable
clothing brand based in Mumbai, has begun to receive
many orders. What really helped them is to keep the
conversation real and authentic during the lockdown
period. “The tone and the manner of speaking is
conversational, like between two friends. We are
transparent and honest about what we are going through.
We were having constant conversation with them about
our processes rather than products, we spoke about
our scalability, craftsmanship, sustainability and all this
helped,” says Shivangini Parihar, founder and creative
director, The Summer House.
11. Handpick your Influencers
Your product is precious, special and hand crafted.
You need someone special to deliver that message.
In difficult times like these, were social norms are
changing rapidly, people want to engage with someone
real rather than someone with a million followers. “We
work with a very few influencers. We don’t tell them
what to do. We tell them our story and what our brand
is. Audience of a particular influencer engages with them
because of the way they speak. So we never second guess
that – we let them endorse our product in the way they
want to. Otherwise, it will be promotional,” adds Parihar.
Choose people who are authentic, who have a voice, not
necessarily in the fashion space. There is a big difference
between someone who has over a million followers, a
thousand likes and a few comments and someone with
just 8k followers, 500 likes and probably 50 comments.
Collaborate with someone who is not vain. The person
needs to have the commitment towards what you believe
in as a brand.
46 | april-may 2020 | INDIAN JEWELLER

12. Go all
out on
Instagram
If you are using Instagram,
use all of its features.
Some of us use stories
a lot but posts get you
more followers. “Keep your
content varied and mix up
finished jewels with their
drawings, jewellery making
process, take your followers
behind the scenes and share
the jewels you are working
on. Make sure you stay
active on your key social
media channels and if you
focus on Instagram, utilise
all its channels: the feed,
stories, IGTV and Insta
LIVE,” says Katerina.
We work with a very few
influencers. We don’t tell them
what to do. We tell them our story
and what our brand is. Audience
of a particular influencer engages
with them because of the way they
speak. So we never second guess
that – we let them endorse our
product in the way they want to.
Otherwise, it would be promotional
Shivangini Parihar, Founder and
Creative Director, The Summer
House
13. Interact & be
consistent
Listen to your audience and reply
to their comments. Tend to every
DM, you never know what could
bring in a sale. Never go without posting
for 2 or more days. “Answer comments,
ask questions in photo captions, use
interactive stickers on stories. Don’t post
without any pre-planning, don’t ignore
analytics - they will help to define your
strategy and don’t underestimate the
power of a beautiful photo - invest in
quality content!” adds Katerina.
INDIAN JEWELLER | april-may 2020 | 47

In focus
Begum-e-
Bahaar Necklace,
Birdhichand
Ghanshyamdas
Jewellers
Multi color gemstone
choker, Malabar Gold
and Diamonds
Saffron tassel earring,
RK Jewellers South
Extension 2
Bright & Happy Jewels
Rainbow of Hope
Diamond ring with
emerald and ruby beads,
Minawala
Jewellery in bright pinks, yellows, blues and more! What’s not to love?
Bright & colourful, these pieces give us a fresh dose of happiness, and we
could definitely do with some in these trying times!
Earrings,
Leshna Shah
Earrings crafted in 18 K rose gold
and set with coloured stones and
diamonds, Anmol
Earrings, Kohinoor
Jewellers Agra
Pendant from Reyna
collection, PNG Jewellers
Ethnic earrings, Anaqa
Gemstone and pearl earrings,
Archana Aggarwal
48 | april-may 2020 | INDIAN JEWELLER

In focus
Diamond and ruby
necklace, Orra
Limitless Solitaire Ring
Set, Her Story
Diamond cocktail ring,
Varuna D Jani
Multicolour sapphire earrings,
Kohinoor Jewellers Agra
Modern Jewellery
Modern
elegance
These pieces though
steeped in traditional
craftsmanship, are so
cool and modern in
appeal. From earrings in
geometric silhouettes to
cuffs and necklaces that
ooze edgy vibe, here are
our favourite pieces
Diamond and ruby cuff,
Leshna Shah
Bracelet crafted in 18 K gold
and set with rubies, rosecut
diamonds, marquise and drop
diamond, Anmol
Diamond Earrings,
Narayan Jewellers
50 | april-may 2020 | INDIAN JEWELLER
Emerald earrings,
RK Jewellers South
Extension 2
18K yellow gold floral inspired ring
with south sea pearl and diamonds,
Manubhai Jewellers

In focus
Silver, pearl & flower
chandbali earrings, Amrapali
Diamond chandbalis,
Varuna D Jani
Chandbalis
Moon &
Beyond
A celebration of the
proverbial Moon,
chandbalis are every
woman’s favourite piece
of jewellery. Here are
a few pieces that have
interpreted the crescent
motif beautifully
Polki chandbalis, Anaqa
Emerald and
diamond chandbalis,
House of MBJ
Round shaped earrings elegantly crafted
in 18 K gold studded with Asscher &
round cut diamonds with vibrant green
and gold enamelling, Tanya Rastogi for
Lala Jugal Kishore Jewellers
Pearl Chandbali Earrings,
Rajesh Tuilsiani Fine Jewellery
Gold chandbali earrings, Malabar Gold
and Diamonds
Chandbalis with polkis and
meenakari work, Bikaneri Jewels
Chandbali in pastel blue, RK
Jewellers South Extension
52 | april-may 2020 | INDIAN JEWELLER

In focus
Character Study
Style Icon
Is there anything that Katrina Kaif can’t pull
off? From bold jadau pieces that complement
her beautiful long neck to minimalist earrings,
if your client wants to channel Katrina, here’s
what you should show her
Multi-colored stoned haar,
Minawala
Beautiful chandbalis,
Kalajee Jewellery
Polki and Ruby set, Varda
Goenka Fine Jewels by Diagold
Diamond hoops, Irasva
Diamond earrings,
Sapna Mehta
54 | april-may 2020 | INDIAN JEWELLER

Q & A
A Shivaram, Retailgurukul
Cash CrunCh in the
Jewellery-Biz is a BuBBle
The post-corona business environment forces retailers to
accept a new normal. It is in their hands – whether to accept
it willingly or get forced into it says A Shivaram, Founder,
Retailgurukul in an interview with R Sugandha
56 | april-may 2020 | INDIAN JEWELLER

When the stores re-open, jewellery retailers will be selling
inventory at a higher cost – with more profit than they
expected in the first place.This is their gain.The cash crunch
in jewellery business is more of a bubble
How should G & J sector
retailers face the upcoming
economic crisis?
Irrespective of the economic
crisis, there will be a certain set
of customers in the market. The
challenge will be to get that set to
come to buy from your store. No
one needs to think that ‘because
this is a global economic crisis,
there is nothing I can do about it.’
What are the top three things
that gems and jewellery
retailers can do to get the
customers to come to their
store?
Many jewellers have to reach out
to their prospective clients, over
whatsapp, or SMS. Second step
is to reach out and talk to their
potential clients, engage with
them, listen to their worries.
You must have a comprehensive
database of your clients. During
such times, such a database can
help retailers. For those retailers
who have been unable to prepare
such a database should inculcate
these new business habits, and revisit
that business model to include
such good practices in their dayto-day
working. You can call it the
new Post-Corona (PC) business
model. Third is that the inventory
should be better managed. During
the lockdown, gold prices have
soared, so cost of inventory has
increased in multiples – so their
‘book profits’ have increased.
What are the most important
things that a jewellery retailer
should do soon after lockdown,
with respect to business
development?
Social media marketing involves
no extra cost and should be
undertaken by all jewellery retailers
– they need to be as creative as they
can, so as to attract many viewers.
PC is a situation – where creativity,
leadership, out-of-the-box
thinking will rule the roost. Any
digital marketing will work in this
situation.
INDIAN JEWELLER | april-may 2020 | 57

Q & A
Many
retailers
don’t want
to change.
They want to
stick to their
traditional
ways of
business –
despite the
fact that the
whole world
around them
is changing
How can retailers cope with
the cash crunch?
When the stores re-open, jewellery
retailers will be selling inventory at
a higher cost – with more profit
than they expected in the first
place. This is their gain. The cash
crunch in jewellery business is
more of a bubble.
What if many customers
come to sell gold, instead of
buying gold?
The cash raised by selling off excess
inventory can be used to buy gold
from your own trusted customers.
Six months down the line when
the same customer walks back into
your store to buy gold – at an even
higher price you are going to get
the reward of your fair deal.
What if there is a Corona
2.0 affecting the world after
we come out this current
situation?
We have to raise our own immunity
– personally and professionally.
Improve your lifestyle – your
business model – foolproof it
to meet any difficult situation
whatsoever.
What ails the G & J retail
business ?
Many retailers don’t want to
change. They want to stick to
their traditional ways of business
– despite the fact that the whole
world around them is changing.
Do you believe this online
business model will survive?
You will get discovered online,
and buyers will come to the store
in person. If there is no online
presence – then you are not even
in consideration of whether the
younger generation wants to walk
into your store. The PC business
environment forces retailers to
accept a new normal. It is in their
hands – whether to accept it
willingly or get forced into it.
58 | april-may 2020 | INDIAN JEWELLER

Q & A
Hemant Shah, Consultant,
Innovation & Product
Management, Luxury Goods
& Jewellery
Innovate
or PerIsh!
Don’t wait for the consumers to walk into your stores, entice them and
make your offerings interesting so that they will definitely purchase
jewellery says Hemant Shah, Consultant, Luxury Goods & Jewellery
Many jewellery stores have reopened
across India. What should jewellers’
immediate concerns be?
The physical aspect of reopening the
stores. After 60-70 days of lockdown, it is
not going to be easy for people to muster
the confidence to go out, unless they are
very sure about the environment. There
are various aspects that jewellers have to
think about in this situation. First is the
sanitization of the stores, second is the
sanitization of the jewellery because they
will be worn and tried on by so many
people. The second concern is the loss
of revenue. They have had no revenue
coming in for the last two months but
the expenses are still there. Salary is not
the issue, the issue is with fixed expenses
like rent and maintenance costs if they
own the place. Therefore, jewellers have
to work on bringing in revenue and this
is where they have to get innovative. It
is not the question of waiting for the
customer to come into the store. Jewellers
have to entice them and make them
interested in their offerings. This can
be done in today’s times only by using
60 | april-may 2020 | INDIAN JEWELLER

Our industry for some reason is
under the false notion that if you
share knowledge, you are going to
lose the advantage.This is not true
digital media to its fullest extent. Stories
sell at the end of the day, so build stories
around your jewellery. Digital mediums
have to be exploited and jewellers who
don’t have a website should immediately
look at building one. Today, a website can
be ready in 3-4 weeks, but the challenge
lies in promoting the website. The faster
you start planning and strategizing these
things, the faster you will see results when
you open the stores.
How can jewellers future proof their
businesses?
The important thing that jewellers have
to think of is what will drive the business
for many years from now. Whether it is
communication, product development or
services, the mantra has to be “innovate or
perish”. You will find people travelling less
and so people are going save that money.
People are going to buy far less clothes. So
there is going to be a lot of money in the
hands of customers. Jewellers have to make
a strategy where this additional money
comes to them. Our share (jewellery) of
the wallet has been spent on other things
over the last 10 years. The whole industry
needs to gear up – our industry for some
reason is under the false notion that if you
share knowledge, you are going to lose
the advantage. This is not true. For some
reason, as an industry, we don’t use the best.
If you don’t use the best, you will never get
the best. One motto the industry needs to
follow is – “nothing but the best, for me
and from me”.
There is also a cash flow issue –
suppliers are finding it difficult to
collect payments from retailers for
orders delivered late last year. And
retailers again have not had any
revenues. How can they work together
to solve this problem?
You can’t look at this issue as suppliers
and buyers, you have got to be associates.
You have to work hand in hand, so both
prosper. This is not an issue where one
solution fits all. It has to be worked out
on a case-to-case basis. If a manufacturer
is supplying to ten different retailers,
whatever he decides as a principle may
not work for all retailers. In a worstcase
scenario, he might have to work
out ten different scenarios for all his
retailers. Similarly, retailers will also have
to work out different solutions. Every
manufacturer or retailer will have different
challenges. One of the challenges I can
think of – orders of huge jewellery pieces
might have been placed in November-
December last year. I don’t see such huge,
heavy pieces of jewellery selling at least
in the year 2020. May be they can think
of ways to redesign it. They don’t have
to melt the whole thing, but jewellers
can think of ways in which they can use
components of it to make new pieces.
Innovation is most critical and I would
advise the industry to go out and look for
experts in every single area. Everybody
thinks they know everything, but this is
not true. Jewellers need help, they don’t
have to be so secretive about everything.
Who is better poised to come out of
this situation successfully?
Those who have ethics and can think
of innovating be it services or products.
Think of designing jewellery that people
would want to wear in their house, to
match their loungewear. People who are
proactive and are constantly thinking of
ways to innovate are the ones who will
emerge successful in this situation. One
thing retailers should do with the help of
their own staff and experts, is to find out
what their niche is.
INDIAN JEWELLER | april-may 2020 | 61

ExpErt column
P N Prasad is the
Deputy Managing
Director, SBI and
Chairman of the
Coordination
Committee
on Gems and
Jewellery sector
BANKING AND FINANCE
ImPact of coVID-19 oN G & J INDustry
A BAnking PersPective
Banks and business owners have always shared a
dynamic relationship, one which is tested in difficult times.
The current pandemic and resulting economic slowdown
is one such situation, where understanding the banking
perspective is important for every business owner
the gems and jewellery sector
contributes largely to the export
and GDP of India. It contributes
to nearly 29 per cent of exports of the
country and about seven per cent to the
GDP.
In fact, for the last couple of years the
gems and jewellery sector has been facing
difficulties in terms of demand and supply
parity. The global socio-political situation
has been largely responsible for the fall
in demand in this sector. The worsening
trade relations between USA – China
also contributed to the glut. Exports to
the USA have been less. The sector was
showing negative growth in terms of
imports, as well, in every quarter. Owing
to rising gold prices, retail demand also
came down.
Coming to the banking perspective;
many commercial banks have a negative
outlook due to certain incidents which
created a major distrust between the
banks and the borrowers. Exposure to
the sector hasn’t grown and has been
stagnating. On the other hand, the dollar
has been appreciating consistently. In
terms of dollar parity, the exposure has
been on a steady decline. Adding to these
existing woes, the unexpected nationwide
lockdown announced since the
March 25th has dealt a serious blow to
gems and jewellery sector.
At present, the lockdown has been
partially lifted in certain parts of the
country and government has announced
some relief measures. The relief measures
aren’t much as compared to the actual
problems the exporters in this sector
are facing. Factories are closed resulting
in lower production and migration of
labourers have not helped the cause of
this sector.
In the U.S. where lockdown has been
less stringent compared to India, some
green shoots are reported recently in the
gems and jewellery sales. In the Southern
parts of India, where lockdown was lifted
in the middle of May, jewellery sales have
been reported. The major change will
come only when the markets all over the
country open up.
Once lockdown is completely lifted,
new norms like social distancing,
intensive hygiene and sanitization norms
will have to be followed. This may reduce
production to some extent. If migrant
labourers come back in the next two
months and work resumes by June or July,
part of the losses can be recovered.
The Reserve Bank of India has
announced a few important concessions.
It has allowed extension of time for
repatriation of export proceeds from 9 to
15 months for all exports completed up
to July 31 2020. Reserve Bank of India
has recently allowed banks to extend
credit duration for both pre- shipment
and post-shipment exports from one year
to 15 months for disbursements made
upto July 2020.
Apart from these, banks are also
permitted to re-assess the working capital
requirements – without affecting their
asset status. This helps the commercial
banks to re-examine the working capital
requirements, extend lower margins on
inventory, receivables and allow longer
working capital cycles etc. Many public
sector banks have separately announced
Covid-19. Emergency credit line
equivalent to ten per cent of the fund
based working capital. This facility is
extended on lenient terms at fine rate of
interest, to be extended for a period of two
years, with a moratorium of six months.
This relief measure aims to help gems and
jewellery business owners to meet certain
exigencies and their working capital
requirements. Many business owners
have availed this facility. This emergency
credit line does not require any complex
documentation as well.
Based on RBI guidelines, many banks
have started re-assessing the working
capital limits, based on the cash budgets
submitted by the companies. Accordingly
62 | april-may 2020 | INDIAN JEWELLER

The Reserve Bank of India has announced a few
important concessions. It has allowed extension of time
for repatriation of export proceeds from 9 to 15 months
for all exports completed up to July 31
maximum cash deficit can be extended
as working capital facility.
The Reserve Bank of India, in the
past had permitted for dollarization of
limits for exports sector. Many banks
are yet to implement the same due
to various reasons, which include the
following :
1. Indian businesses are
maintaining their balance sheet in
rupees.
2. Due to certain regulatory
limitations banks have not been
sanctioning limits in dollars.
3. SBI, however, has provision
of ten per cent ad hoc limit over and
above the sanctioned limit – to take
care of the depreciation of the rupee.
4. Banks have been extending
metal gold loans to the jewellery
business owners – for a period of 90 to
180 days. On a case to case basis, Banks
are extending the limit by an additional
90 days, for the benefit of business
owners from the gems and jewellery
segment.
As the physical movement of
documents has come to a standstill
due to the lockdown, banks are in talks
with various stake holders viz; customs
and excise, ministry of commerce,
GJEPC etc. in order to allow the gems
and jewellery businesses to use Icegate
facility to ensure authenticity of
documents which can facilitate faster
movement of documents without
physical submission.
In the recent past, the Finance
Minister has announced various
packages for the MSME sector,
which will be available to the gems
and jewellery sector also. Under this
package liberalized and collateral free
lending upto three lakhs crores is
available for the MSME sector, part of
which can be availed by the gems and
jewellery sector also.
On the whole, the commercial
banks in India along with the Reserve
Bank of India and Ministry of Finance,
Government of India are trying their
best to bring relief to the whole
business fraternity at large; particularly
in the MSME sector. Gems and
jewellery industry too is an integral
part of this fraternity and therefore will
benefit from these measures.
GEMS AND
JEWELLERY
SECTOR
Growing demand
India is the second largest
consumer of gold. The
demand for gold stood at
700 tonnes in 2019.
The net exports of gems
and jewellery stood at
27.44 billion USD (till Feb
2020, estimated)
Increasing disposable
income of the middle class
is driving the demand for
the sector.
Increasing investment:
Sector is advancing in
investments supported by
increasing expansion of
domestic companies.
Attractive
Opportunities:
The Indian middle class
is expected to rise to 547
million by 2025 and this
rise of young Indian middleclass
worker is expected
to lead to an increase in
demand for gold.
INDIAN JEWELLER | april-may 2020 | 63

ExpErt column
Aftab Bandukwala
Founder, Principal
Architect, V-Design
Architectural
Solutions Pvt Ltd
DESIGN DIRECTIVE
The CAwnpore ChroniCles pArT 4
Further Detailing anD
eFFicient Planning
In this series, Aftab Bandukwala delves deep into how
his design team worked on the architectural and the
interior aspects of his latest project
hello again, this time from home
in lockdown! I’m sure you
are enduring the same fate
yourselves, but we must deal with it for
a safer world. However, I hope by the
time this article reaches you, we shall be
approaching normalcy again. Yes, it will
be a new normal with precautions we
never thought we would have to take but
we’ll all work around it and get on with
our business.
In the Cawnpore Chronicles we
delved into the process of building a
store from scratch by demolishing an
existing structure and designing a new
one holistically with the over look of the
exterior blending with the interiors. We
spoke at length on the tendering process
and the appointment of most suitable
vendors and contractors.
Like I mentioned, the studio work
has barely been like a scratch on the
surface with much detailing yet under
way. So while the tendering process
is being carried out, the design team
is busy detailing the architectural and
interior aspects of the store. Accuracy
is emphasized very strongly with us at
V-Design Architectural Solutions Pvt Ltd
so that there is no cause for confusion or
delay once the project goes live. The ‘good
for tender’ drawings are taken to the next
level of defining the construction detailing
to a ±5mm accuracy. The micro-details of
how each panelling, partition or cladding
is worked out accurately and on this
basis floor cladding and ceiling detailing
is defined. For example, marble borders
on the flooring that work around fixed
aspects of the structure such as columns
or wall projections have to be planned
accurately equidistant from each edge so
that when the contractor starts execution
there should be no discrepancy between
the drawings and the site position.
In much the same way, the furniture is
also designed in great detail down to the
final dimensions defined after panelling
and partitions or newly constructed walls
with allowances for finishing and cladding.
We usually prefer that the furniture is
made off-site. This doubles the efficiency
while it reduces the execution time
considerably. Again, this can only work if
there is a high degree of accuracy. For this
project we have outsourced then entire
loose furniture with vendors that we have
identified and developed in China. These
vendors have been selected and trained
very carefully by our team so that we are
assured the ease of coordination, accuracy
of implementation and stringent standards
of quality. Needless to say, our agents in
China keep a regular check on production
and the materials used. We have found
that with these predetermined standards
and stringent selection of vendors, we are
able to get a very superior quality and
finish since the manufacturing process
are very advanced in China. Besides,
the design possibilities are tremendous
because of the advanced technology used.
There is, of course, the added component
of logistics and time for transportation
that must be considered in the project
planning, but if one schedules activities
properly then the marriage of on-site
work and the delivery and fit out of the
off-site furniture will be very successful.
In the next article we’ll move to the
site to see how all this designing and
planning actually takes shape! Till then,
stay well and stay safe!
64 | april-may 2020 | INDIAN JEWELLER

ExpErt column
Gunjan Suri
Founder & Creative
Director, Gunjan Suri
Couture Jewels
BROAD STROKES
Design in Harmony
In this column Gunjan Suri speaks about
designing with a conscience in the pandemic
and post-pandemic era
Creating healthy
proactive
environmental
messages will
touch a chord in
the end consumer
and compel them
to associate
themselves to
your product, this
will in turn create
goodwill and
make them your
associate partners
for a very long time
In these trying times that the world is
going through, design on the whole
will in the future play a crucial role
even more, only the parameters are sure
to drift, towards maintaining harmony
with nature. The level of awareness that
the onset of 2020 has brought in will go
down in history and will bring about
some significant path breaking strategies
that will be here to stay. We will start
associating design guidelines with certain
values, sentiments, stories, evidences and
so on, it will also become crucial that
we start thinking about how a story told
earlier can be retold since consumers will
be craving holistic value in their product.
The factors that will take predominance
will be based on the following values:
• Moral- revisiting design attributes that
adding moral value will be of importance.
This deals with the sentiments of the
consumers: a message of global warming,
save the wild, sustainable design, new
material introduction and encouraging
recycling materials are some ideas
that we can explore. Creating healthy
proactive environmental messages will
touch a chord in the end consumer and
compel them to associate themselves to
your product, this will in turn create
goodwill and make them your associate
partners for a very long time.
• Imagine the unimaginable –what is
there, is already there and what does
not exist is always wanted, the curiosity
factor will increase double fold and this
is an important value to be looked at, as
it will increase the spectrum of design in
categories not explored earlier. This will
also encourage the design fraternity to
innovate further.
• Divisibility- dividing design
components into micro and mega
compartments will surely make it simple
to understand your design better, the
micro compartments will focus on the
idea, inspiration, detailing and fragments
gathered from detailed research, and
the mega compartments will focus on
the big message or the takeaway the
consumers can relate to. The ultimate
synchronization of micro and mega
elements will bring about holistic brand
value.
In short, it is important to note that
the more we try to offer value in terms
of design and create a connective bond
through stories messages and slogans
we are sending a signal that will surely
bring in new customers who want to be
associated with brands that adds value to
the society and surroundings. This will
help in creating harmony in design and
will bring in a holistic approach to the
design strategy and in turn increase the
fan following towards your brand.
66 | april-may 2020 | INDIAN JEWELLER

IJ PromotIon
Limelight Lab-Grown Diamonds
HOW LAB GROWN CVD
DIAMONDS CAN BE INDIA’S
ACE CARD IN GLOBAL GEMS
& JEWELLERY INDUSTRY
In the time of crisis, lab-grown CVD diamonds can be India’s
answer to growth and success
In times when the global diamond
industry had been challenged with
declining natural diamond prices
driven by decreased global consumption,
geopolitical tensions, reduced financial aid
from banking institutions, demonetisation
struggles in India and a collective scaleback
of production by the miners
worldwide, lab grown diamonds have
seem to emerge slowly as a ray of hope
and establish a growing footprint in the
gems and jewellery industry.
2019, particularly, was the year for labgrown
diamonds. India, alone, witnessed
a sharp rise in LGD exports worth $443
million which were up by 102% y/y.
Even at the start of 2020, lab-grown
diamond exports in India were up by 60%
y/y, while natural diamond exports were
down by 41% y/y.
Whilst the lab-grown diamond industry
had seen a significant price correction in
recent years with the technology evolving
and the cost of technology coming down,
lab-grown diamond prices, particularly
CVD diamonds, have now stabilized.
In fact, CVD diamonds above 1ct saw a
29% price rise in the last quarter of 2019
driven by significant demand and limited
supply.
Globally, estimated at INR 13,300
Cr currently, the lab-grown diamond
jewellery market is expected to rapidly
rise to INR 36,000 Cr by 2023 and
exceed INR 1,00,000 Cr by 2035, says
a recent report by renowned analyst, Paul
Zimnisky.
These hefty numbers are not just what
adds on to the prospect of diamonds
created using the CVD technology, the
major shift in consumer consumption
patterns is a great contributor to the rise
in demand for lab grown CVD diamonds.
Millennials and Gen Z as purchasers of
luxury including diamonds, are steering
away from natural diamonds because
of their higher environment and social
costs and increasingly leaning towards
sustainable luxury. As a result, consumers
are now exploring real diamonds that
are grown in laboratories as the new
alternative for engagement rings as well
everyday luxury wear as it comes with the
added benefit of being ethical, affordable,
sustainable and more environmentfriendly
product.
With the largest population of
Millennials in the world, India is perceived
to become the largest market for lab
grown diamonds in the future.
India remains critical to the
growth of the lab grown CVD
industry
A known fact is that India and China are
currently the world’s largest exporters
of lab grown diamonds and that India
68 | april-may 2020 | INDIAN JEWELLER

Given the scalable production of lab grown CVD diamonds occurring
in India, a robust strategy with a visionary approach and government
assistance in place can help India make bigger strides in offering this
choice to consumers domestically but also capture a bigger share of the world
market for lab grown diamonds. With domestic production, cutting, polishing
and manufacturing of CVD diamonds and our existing abilities of domestically
designing and crafting to the sensibilities of the overseas market, the country
is poised to capture the opportunity locally as well as be the biggest foreign
exchange earner going forward
Pooja Sheth, MD & Founder of Limelight Diamonds, the first luxury brand in
India offering lab grown CVD diamond jewellery
is also one of the strongest players
producing or growing the lab grown
diamonds.
India particularly specialises in the
CVD technology that exactly replicates
the environment below the surface, above
in a reactor and produces lab grown CVD
diamonds – certified as the purest type of
diamonds (Type IIa).
On the other hand, China produces lab
grown HPHT diamonds that are created
using graphite and a molten metal influx
not resulting in the purest type of diamonds
(NOT CLASSIFIED as Type IIa).
What is interesting to know is that in
the current lab grown polished diamond
production of 2 million carats, over 90%
of it is under 0.18cts, majority of which
are Chinese diamonds.
Whilst, so far China has progressed with
significant rise in volumes of star melee
diamonds, bulk production of higher
quality and bigger solitaires (0.30cts and
above) with the HPHT technology still
remains a challenge.
India, whilst may not have achieved the
same volumes yet, with its homegrown
scalable CVD technology has certainly
surpassed China in terms of producing
superior quality (Type IIa) and bigger
solitaires.
As the economy slowly opens post
lockdown, the implementation of several
financial measures adopted by the Indian
government and the RBI to boost lending
and increase liquidity is likely to revive the
economy faster than anticipated. In such
times of recovery, industries that focus
on the domestic market and homegrown
“MakeInIndia” products are likely to have
a speedy recovery compared to industries
that have dependency on foreign markets.
5 reasons why CVD diamonds can be INDIA’s golden
opportunity for revival post crisis
1. Opening up a new segment
of AFFORDABLE LUXURY
Majority of the polished natural
diamonds are currently consumed by
US and China, as per the latest DeBeers
Diamond Insight Report, 2019. India
only consumes 5% of the polished natural
diamonds. This is largely a reflection of
majority of the Indian population not
being able to afford natural diamonds.
Lab grown CVD diamonds, with its
affordable price points, is an opportunity
for every jewellery retailer to offer a new
choice to consumers who have always
aspired to purchase a diamond.
Source: De Beers Diamond Insight Report, 2019
INDIAN JEWELLER | april-may 2020 | 69

IJ PromotIon
Source: Limelight Handcrafted Diamonds
2. Increasing ACCEPTANCE of lab grown CVD
diamonds in India
Indian consumers have begun embracing lab grown diamond jewellery
mainly due to the wide education drive on the creation process
conducted by several brands in the country. This has helped consumers
understand that these diamonds are as REAL as natural diamonds and
originate from a natural diamond itself – similar to the concept of IVF
technology / test tube babies.
Along with that, the recent campaign conducted by Limelight
Diamonds with support from the Royal Families of India who have
been prime custodians of some of the most precious diamonds in
the world, and their encouragement for technology and its ability
to produce the purest Type IIa diamonds through the CVD process
yet saving the planet, helped the consumers understand that these are
not low in quality but the purest type of diamonds – maintaining the
aspiration behind the purchase just like any other precious gemstone.
Moreover, the millennials and Gen Z of the country have shown
even stronger support for these diamonds because of their ethical, social
and environmental benefits as there is no mining involved.
However, a lot more education is still required to the trade and the
consumers to infuse the confidence of establishing this as a distinct
product category by the trade and a distinct product offering/choice
to the consumers.
3. Indian MILLENNIAL –
the diamond jewellery
CUSTOMER for next 15-20
years
410 million millennials. The largest
millennial population in the world.
An opportunity that cannot be
missed.
Millennials, those roughly born
between 1980s – 2000’s, and the
target audience of every growing
industry, are increasingly leaning
towards spending less on high value
luxury items and more willing to
spend on experiences. Whilst post
Covid era will see some short term
shift in spending from travel and
food into more luxury purchase,
the millennial is likely to remain
more price conscious and will only
PURCHASE WITH A PURPOSE.
On taking a look at their purchasing
preferences, a recent Deloitte report
on Millennials in India states that
climate change & environment
has become the no.1 priority or
concern for them. Statistics also
state that 44% of these millennials
are willing to a pay a premium on
sustainable products/ materials. 70%
of a survey in U.S. conducted by
MVI Marketing, said the millennials
would consider buying a lab grown
diamond engagement ring as it
provides a bigger stone for the same
money and they would like to save
money on an engagement ring.
“Among consumers in general, and
millennials most specifically, mineddiamonds
have a bad reputation
for the high human cost and
environmental damage that mining
operations entail. This generation is
fixated on responsible sourcing and
manufacturing of the products they
buy. Lab-grown diamonds meet that
demand, while mined-diamonds fall
short.” – Forbes.com
70 | april-may 2020 | INDIAN JEWELLER

Source: Limelight Handcrafted Diamonds
4. Increasing consumer acceptance for
SUSTAINABLE PRODUCTS, especially post
Covid-19
This message has resonated strongly with consumers and
the post-Covid era is likely to see a strong shift in the
behaviour, attitudes and purchasing patterns of consumers.
Several studies and analysis, including the recent Bain &
Co report suggests that consumers in response to the
crisis will have an increased environmental and social
consciousness and sustainable alternatives to conventional
products will start having a preference.
CVD Diamonds are not just flawless but they do not
bear the burden of mining and save 109 gallons of water
and 1,750 tonnes of earth per carat. Land mass and water
being the most precious and stretched resources today.
Even pre-Covid era, with the rising consciousness
amongst consumers for saving the environment, several
sustainable alternatives have emerged across industries
such as electric vehicles, recycled fashion, bamboo
brushes and straws etc. However, all these products are yet
to scale and currently remain more expensive that their
conventional counterpart for the end customer.
Interestingly, the gems & jewellery industry is strongly
placed with a sustainable product like the lab grown
diamonds that are affordable relative to the natural
diamonds.
“Women in today’s age make their own choices and
decisions. They have their own independence not just
in terms of profession but are now more empowered in
their thoughts and opinions. This is very much starting to
reflect in the trends in the fashion and jewellery industry
where more women are opting for sustainable options -
such as the lab grown CVD diamonds - that allow them
to enjoy several luxuries without damaging the planet for
the future generation. With women getting economically
and socially independent they deserve to celebrate every
little achievement and any big success with a girl’s best
friend - a sustainable diamond.” – Pooja Sheth, MD &
Founder of Limelight Handcrafted Diamonds.
5. Lab grown CVD diamonds are certified as
the purest Type IIa diamonds
CVD diamonds are classified as the purest type of
diamonds – Type IIa – by world’s leading diamond
certifying organisations such as the SGL labs & IGI.
Type IIa diamonds are devoid of any impurities
and almost entirely composed of carbon. As a result,
the brilliance, shine & lustre of a Type IIa diamond is
significantly better than any other type of diamond. Any
such diamond even with a natural origin has a mention
of Type IIa on its certificate and is sold at a 5 – 15%
premium in the market. But such diamonds are rare to
find under the earth’s surface as 98% of natural diamonds
have nitrogen impurities. Only 2% of all natural diamonds
in the world have been classified as Type IIa.
The world-famous Koh-i-Noor, 105.6-carat, is a Type
IIa diamond, found from the ancient Golconda mines
(now between Telangana and Andhra Pradesh). Some of
the most world famous Type IIa diamonds have emerged
from the Golconda Kullur mines in India.
However, due to the rarity of Type IIa diamonds, most
consumers do not have access to the purest diamonds.
Through the CVD technology, and only through this
technology, the Type IIa privilege can be brought at the
hands of each consumer.
In addition, lab grown diamonds particularly CVD
diamonds have resale value. Brands like Limelight
Diamonds, offer its consumers buyback and 100%
exchange opportunities.
“The beauty of technology is that it permits you to
enjoy something you could never even dream of. Truly,
an industry revolution, CVD diamonds turn dreams
into reality by offering Type IIa diamonds that belong
to the same league as the Koh-i-Noor at the hand of
every consumer. At the same time creating a new kind
of heritage that can protect the legacy of the diamond
yet preserve the planet for a brighter future for all,” says
Pooja Sheth.
“India was ONCE one of the largest mines for Type
IIa diamonds and India now ONCE AGAIN stands the
chance to be the largest mine for Type IIa diamonds
through the CVD technology.”
Source:
Limelight
Handcrafted
Diamond
Jewellery
Disclaimer: This article is for advertorial purpose only. All information has been provided by Limelight Lab-Grown
Diamonds Ltd.Indian Jeweller will not be responsible for decisions based on this article.
INDIAN JEWELLER | april-may 2020 | 71

Alexandrite
Charmingly described as “emerald by day, ruby by
night,” alexandrite is a rare variety of the mineral
chrysoberyl that changes colour in different lighting.
Discovered in 1830 in Russia’s Ural Mountains,
alexandrite was named after the Russian Emperor
Alexander II (1818–1881), and was thought to bring
prosperity and longevity.
Colour
The most-prized alexandrite has a vivid green to
bluish green colour in daylight and fluorescent
light, and an intense red to purplish red colour
under incandescent light. Other variations include
light green or yellowish green in daylight and
brownish red, purple or purplish brown under
incandescent light.
Its extraordinary ability to change colour takes place
when it is viewed under different lighting conditions.
For this reason the colour-change phenomenon is
called “the alexandrite effect.”
Clarity
Alexandrite tends to contain few inclusions. Clean
material with good colour change and strong hues
is highly valued. A cat’s-eye phenomenon can occur
when needle-like inclusions are oriented parallel.
Treatments
Most alexandrite is not treated. In some cases,
alexandrite with surface-reaching fractures are filled
to improve the gem’s apparent clarity.
Sources
The finest alexandrite historically came from Russia,
although this source now produces very little. Most
alexandrite now comes from Brazil, Sri Lanka, East
Africa and India. Fine-quality gems are exceptionally
rare. Because of its scarcity, especially in larger
sizes, fine-quality alexandrite is one of the most
valuable coloured gemstones.
To learn more about alexandrite and other popular
gemstones visit GIA.edu/gem-encyclopedia
Image Courtesy of: Omi Privé
This article is provided by GIA (Gemological Institute of America ® ).
GIA.edu
Learn More About GIA Education Programmes and Laboratory Services in India
GIAindia.in Email: labindia@gia.edu Email: eduindia@gia.edu
©GIA 2019. GIA® and Gemological Institute of America® are registered trademarks of Gemological Institute of America, Inc.
72 | april-may 2020 | INDIAN JEWELLER
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6/25/19 10:25 AM

Special column
Jewellery Trends after Covid-19
EmErging TrEnds in
ThE PosT Covid Era
In a post-pandemic world, nature, sustainability and design with
meaning and purpose will form the crux of consumer behaviour
says Reena Ahluwalia a multifaceted artist, award-winning
jewellery designer and painter
74 | april-may 2020 | INDIAN JEWELLER

To prevent future climate catastrophe and
spread of deadly diseases,we have to step up
and refocus our energy in nurturing nature and
in our sustainability efforts
As I look out of my home-studio
window, the daffodils and tulips
are blooming, the cardinals are
singing. It’s spring. It’s also 12 weeks into
the lockdown.
In end-February, I landed home in
Toronto from an extensive Asia visit. The
day I flew from Thailand, the media was
reporting on Covid-19 cases, so I selfisolated
myself. Canada soon announced
a countrywide lockdown. The world is in
a crisis management phase since.
The manner in which this pandemic is
impacting global businesses, people and
shaping our mindscapes is quite stunning.
All this in a matter of a few months. I will
leave out the topics of online platforms,
digital & social media strategies, webinars
that have all been widely discussed and
are of importance. What I want to share
instead are my views on emerging cultural
and consumer trends that will impact our
business going forward.
Jewellery INDUSTry TreNDS
Here TO STAy POST COVID-19
1. Post-pandemic Consumer Behaviour
The Covid-19 crisis has taught us the value of things, of what is
necessary versus discretionary. In lockdown mode, people made use
of what they already had or was essentially needed. Will that mean
moving away from over-consumption to meaningful consumption?
Possibly. If you notice closely this was an emerging trend, now fuelled
further by the Covid-19 crisis. What does it mean for the global
jewellery industry, which relies on discretionary spending? One of the
answers I feel is to look at how we can narrate jewellery with purpose
driven, meaningful consumption and one that responds to consumer’s
overall mental, physical and financial wellbeing.
2. Nature & Sustainability
Our jewellery industry is closely linked to nature’s bounty - metals,
diamonds and gemstones. I believe this crisis is sending a strong signal
to humanity. To prevent future climate catastrophe and spread of
deadly diseases, we have to step up and refocus our energy in nurturing
nature and in our sustainability efforts. For consumers the climate
issue is going to resurface once the Covid-19 crisis starts becoming
manageable. Can we as an industry urge action through meaningful
engagement? One of the most effective ways to tackle climate change
is through purpose-led actions coming from design thinking. People
deeply care about climate and connection to the natural world. I am
one of them. I bike and haven’t owned a car in decades. I reuse, recycle
and avoid waste. I am also conscious of companies I buy from. What
we wear is a big part of our personal identity, and that’s what jewellery
does so well, it lets us show who we are to the world.
3. Value, Meaning and Purpose
Now, more than ever we need a connection to who we are, what we
love and how we show it. Jewellery is about our personal identity,
celebration and dreams. Consumers will return to jewellery, but with
a changed perspective. They will return and look for jewellery with
meaning, purpose, positivity, joy and deep personal connection to
who they are and what they value. This must reflect in our jewellery
designs. It must reflect how wearing jewellery makes us feel.
INDIAN JEWELLER | april-may 2020 | 75

Special column
In this environment of
digital overload, I am
very careful of what
I choose to watch,
hear and consume
digitally. I call those
my ‘essentials’
The ‘Inner Brilliance’ spinning diamonds collection from ‘Coronet by
Reena’. A pointer points to the true center, reminding what’s most
valuable to us; our family, values, goals and milestones
MY PERSONAL
FOCUS
Like most of us, my first concern once the
pandemic hit was the safety of my family,
my team, friends and those experiencing
dire situations amid this crisis around the
world. I made early donations to some
of the organizations that I support. Now
that I look back, it was timely.
Soon, I started reorganizing my days and
priorities to tackle the many challenges
that the lockdown has brought to my
business. I am also helping a few emerging
jewellery designers who are entering the
world of jewellery on how to navigate
this tough landscape. I am reading books
that were on my ‘To Read’ list, cooking,
and exercising. In this environment of
digital overload, I am very careful of what
I choose to watch, hear and consume
digitally. I call those my ‘essentials’. Social
isolation is difficult, so I am constantly
reminding myself to take care of my
mental, physical and spiritual self.
Being a jewellery designer and artist, I
am used to very long studio hours and
creating in isolation. That focus came
in handy. The current crisis has made
me think even deeper about my values,
connection to nature and how I want
to contribute in future. This thinking
has guided me to create with a renewed
purpose.
No amount of darkness can hide sparks of light. The LIT Series of diamond
paintings by Reena were painted during the Covid-19 crisis. Dedicated to all
heroes, the paintings celebrate our shining human spirit
76 | april-may 2020 | INDIAN JEWELLER

Policy & Market UPdate
India’s April Gold Imports
Fall 99.9%
demand for Gold
will increase in
the New Future:
WGc
The report highlighted that 37
per cent of Indian women have
never bought gold jewellery
in the past but would consider
buying it in the future, presenting
a significant potential audience for
retail jewellers to capture. 60 per
cent of Indian women already own
gold jewellery; it is the second most
popular item among ‘fashion and
lifestyle’ shoppers – preceded only
by designer clothes/silk sarees.
India’s cultural identity is greatly
intertwined with gold: it is widely
referenced in ancient scripts,
features heavily in religious
iconography and is integral to
auspicious occasions, traditions,
and wedding ceremonies. It is
deeply valued, both for its cultural
ties and inherent worth, as well as
for being a provider of security and
a symbol of prosperity, passed on
for generations.
The lockdown which was announced on March
22 across the country has brought gold
imports to an all-time low. This has created a
dominoes effect across other allied sectors as well.
Overall, business of luxury goods has come to a
standstill. According to Reuters, India’s gold imports
fell 99.9 per cent yearon-year
in April to their
lowest in nearly three
decades.
The reasons for this
could range from:
ban on air travel and
closure of jewellery
shops amid a nationwide lockdown to curb the
spread of coronavirus. The world’s second biggest
consumer of the precious metal imported around 50
kilograms of gold in April, down from 110.18 tonnes
a year ago.
G &J Exports may face
Steep Fall in Q1 Next Fiscal
The highly volatile gold market and the current
global lockdown foretells heavy losses for G &
J retailers in the first quarter of the upcoming
fiscal. Exports in all of the 11 months of FY20 have
been on a steady decline, nearly touching zero in
some parts of the
world, CARE Ratings
said in a report.
Short-term outlook
for the gems and
jewellery industry
is negative, while
long term prospects
remain positive, owing
to growing consciousness of branded jewellery,
increasing purchasing power in tier II and III cities,
increasing working women population and rising
preference towards diamond jewellery, it added.
78 | april-may 2020 | INDIAN JEWELLER

AssociAtion & trAde bodies
JJs contributes rs. 11.11 Lakhs to the
‘Mukhyamantri sahayta Kosh’
The contribution was made in
response to the Government’s
appeal for financial aid to combat
the Coronavirus outbreak. JJS has been
organised for the last 16 years in the
month of December. It is the largest
and most popular B2B and B2C gems
and jewellery show of the country.
On the occasion, JJS Convenor, Vimal
Chand Surana said that mankind across
the globe is facing an unprecedented
crisis which is affecting our economic
and social structure. This crisis can
only be overcome by working together.
Surana further said that lakhs of
traders and artisans associated with
the gems and jewellery industry are
staying in their homes as per the
Government guidelines.
GJS Cancels Upcoming Show
GJEPC Pledges Rs. 21 Crore
to PM-CARES Fund
GJEPC, the apex body of gems
and jewellery trade in India
has decided to contribute
Rs. 21 Crore to PM-CARES Fund,
pledging its commitment on behalf
of the entire gem and jewellery trade
in India for the welfare of the nation.
The nation is facing an
unprecedented crisis and needs the
service of organisations and their
resources like never before. In such
times, the Council steps forward
to show its solidarity and ardent
support towards all the initiatives
undertaken by the Government of
India to fight Covid 19.
The Covid -19 pandemic is
continuing to have an adverse
effect with the number of cases
rising exponentially everyday even during
lockdown period. India Gem & Jewellery
Show (“GJS”), scheduled from 25th to
29th June, 2020; conceptualised by the All India Gem and
Jewellery Domestic Council (“GJC”) has been cancelled.
BVC Logistics Unveils COVID-19
Preparedness Manual
In anticipation of the relaxation of COVID-19 induced
nationwide lockdown since 18th May, BVC Logistics
has issued Standard Operating Procedures (SOPs). The
guidelines revolve around safety,
for self, at home, in transit, for
colleagues at the workplace, and for
the community at large. BVC Logistics
aims to progressively resume
operations in a graded manner.
The guidelines highlight the 5s, Social distancing, Safety
PPE, Self Hygiene, Self Isolation and Self-discipline for
everyone to follow. It includes starting from home to going
back safely.”
INDIAN JEWELLER | april-may 2020 | 79

Retail & ecommeRce
PNG
Jewellers
to Donate
PPe Kits to
Hospitals in
Pune
PNG Jewellers, as part
of its corporate social
responsibility
and
community outreach, will donate
500 PPE Kits for doctors and
support staff at three hospitals in
Pune city to strengthen their first
line of defence against the menace
of the COVID 19 virus.
The company has started the
distribution of PPE kits which
include:hand gloves, masks, safety
goggles, full body covering gowns,
bedsheets to KEM Hospital,
Bharati Hospital Dhankawadi and
Noble Hospital Hadapsar.
Senco Gold & Diamonds Group
Pledges Contribution to Nation’s
Fight Against Covid-19
Kolkata-based Senco Gold & Diamonds Group in
its continued commitment towards supporting
the nation in its fight against COVID-19,
has pledged
INR 1.5 Crores
towards the Prime
Minister’s Citizen
Assistance and
Relief in Emergency
Situations Fund (PM
CARES Fund) set up
by the Prime Minister
Narendra Modi and West Bengal State Emergency
Relief Fund set up by the Chief Minister Mamata
Banerjee cumulatively.
A Century and Half Year Old
Jeweller, C. Krishniah Chetty
Innovates in the Times of
Covid-19
To this end, 150-year C Krishniah Chetty Group
of Jewellers has unveiled the concept of CKC’s
Paper-GoldTM, on the occasion of Akshaya
Tritiya 2020 and next two months.
Under this programme, customers may book 22k
gold in denominations
from 5gm, 10gm, 50gm
upto 1000gm. Later
these CKC’s Paper
GoldTM bookings
may be redeemed for
jewellery of same or
more weight within 11
months. Under this plan
a customer can avail of
lower of booking rate or
delivery date rate whichever is lower.
80 | april-may 2020 | INDIAN JEWELLER

ReTAIl & eCommeRCe
Senco Gold & Diamonds
Reopens Stores Following
Proper Safety Measures
Senco Gold & Diamonds, the largest jewellery retail
chain from Eastern India, has announced the reopening
of its stores across green and orange
zones in 4 states
-West Bengal,
Odisha, Assam
and Karnataka.
The brand has
started operating
its 11 stores in
these four states
after getting
clearance from
the government.
The brand will continue to follow the safety instructions
suggested by Government authorities across all locations.
Senco Gold and Diamonds plans to start operations
across all locations in a phased manner following
clearance by the concerned Government authorities.
Kalyan Jewellers to Support
Daily Wage Earners
We Are One’ is the public service announcement
supported by Kalyan Jewellers and Sony Pictures
Networks India in collaboration with veteran
actor, Amitabh Bachchan. This is a film that drives the
message that staying safe at home and maintaining
social distancing can
be productive and
should be taken in
one’s stride.
This initiative further
pledges to support
1,00,000 daily wage
earners, who are most
affected by the COVID-19 outbreak. Kalyan Jewellers will
take responsibility for 50,000 of these.
Titan Company
Presents
Q4 Report,
Announces tie
up with KVIC
Despite the uncertain
times, Titan Company’s
quarterly report which
was published on April 8 stated
that, its quarter commenced
well with the growth largely in
line with their targets till the
beginning of March. It went on
to assure that the Company, in
line with its commitment to the
interest of all its stakeholders is
reaching out to all its associates
and vendors and other business
partners to ensure that they are
capable of managing the crisis
and also ensuring salaries are
paid in time to all employees.
Titan collaborated with Khadi and
Village Industries Commission
(KVIC) to co-develop a set of two
watches for men and women.
82 | april-may 2020 | INDIAN JEWELLER

Retail & ecommeRce
tata Zoya opens flagship
store in Bengaluru
Over the last decade,
this luxury Maison,
with artistry and
craftsmanship at its core,
has been redefining the way
fine jewellery is experienced
in India. Located in the ‘it’
neighbourhood of Vittal
Mallya Road in the heart of
the city, all 3300 square feet
of this boutique speak with a
quiet eloquence of a love for
fine jewellery. The brand’s
expression is global as its soul
is Indian. Finding inspiration
in history, art, architecture
and cuisine, the narrative
weaves textured stories that
find their way into our souls,
transporting the visitor to the
falling Chinar leaves of the
Kashmir Valley, bringing alive
the mesmerizing architecture
of Italy or the nostalgia and
glamour of Hollywood’s
golden eras.
Patrons of the age-old
methods of Indian karigari,
Zoya prides itself on designs
that give contemporary form
to traditional craft. From the
most stringent selection and
sourcing of precious stones
such as Emerald, Ruby,
Tanzanite to unusual stones
such as Rutilated Quartz,
Peridot, Yellow Citrine; Zoya’s
pieces are brought to life by
the steadiest of hands and
sharpest of eyes.
84 | april-may 2020 | INDIAN JEWELLER

Branding & advertisement
aisshpra gems and
Jewels Launches
#goswadeshi
Campaign
Uttar Pradesh’s Leading Jewellery
brand, Aisshpra Gems and
Jewels launches a #GoSwadeshi
Campaign, an initiative that aims at
‘swadeshikasamman’ that is preserving
and respecting Indian enterprises. The
current Global Pandemic Covid19 is
going to impact a lot of Indian businesses
and individuals. During exceptional
circumstances like this, the brand appeals
every Indian to come forward and support
each other by buying Swadeshi goods and
services.
The #goswadeshi campaign intents at
making the patrons understand that it
is important to have #SamaykiPehchan
and is #AajkiNeed to buy only Swadeshi
and if we do so, not only India will survive
the crisis but may also emerge as a selfsufficient
Global Power.
Kalyan Jewellers
launches
#MuhuratAtHome
Campaign
The usual fervor of Big Fat Indian Summer
weddings, have given way to downsized
mini-monies (miniature ceremonies) this
season. With restrictions on the number of
wedding attendees continuing to be in place,
intimate weddings are expected to be the new
normal. Keeping this changing trend in mind,
Kalyan Jewellers announced the launch of a
new campaign #MuhuratAtHome, focusing on
lockdown weddings.
#MuhuratAtHome is about going back-tobasics
– to a time and an age, when weddings
were home affairs. When the invitee list was
compact and the wedding itself a simpler, more
scaled-back, easier-to-plan affair that involved
the participation of every family member.
Kalyan Jewellers has adopted a hyperlocal
approach and multiple ad films that encapsulate
this concept, will be released regionally across
India. Shot in Malayalam, Hindi and Tamil, the
campaign will feature a series of short ads
highlighting the rituals practiced in a simple,
homely wedding setup.
86 | april-may 2020 | INDIAN JEWELLER

Branding & advertisement
Png Jewellers
re-opens With
new sanitization
measures
The brand has rolled out
decisive COVID - 19 control
standard operating procedures
to ensure the safety of its staff and
its patrons. The staff across all
locations have undergone extensive
training for sanitization measures,
crowd management with social
distancing and general hygiene
measures to boost consumer
confidence and be ready for a new
way of life in the foreseeable future.
The response towards the opening
for the store has been better than
expected on the back of the pent
up wedding demand, bookings for
Akshay Tritiya and the migration
of faith from other investment
vehicles to gold. The excitement to
participate in this upswing in the
yellow metal has great promise and
it is expected that the yellow metal
will favour investors over the next
two years at-least with a sharp and
prolonged upward rally.
Diamond Producers
Association (DPA)
rebrands itself as ‘Only
Natural Diamonds’
Diamond producers launched the Natural
Diamond Council (NDC), formerly known as
the Diamond Producers Association (DPA),
in USA and Europe. The NDC will promote the
desirability of natural diamonds and support the
integrity of the natural diamond jewellery industry.
The NDC will also reposition its consumer identity
(formerly known as ‘Real is Rare, Real is a Diamond’)
under the brand name ‘Only Natural Diamonds’
(OND). As an industry authority, the NDC will
continue to invest
in advertising
globally but will also
become the go-to
digital publisher for
innovative content
covering all that’s
new and exciting in
the industry.
Richa Singh,
Managing Director,
India, said: “Our
endeavour is to
create the natural
diamond dream in
India by being both
Richa Singh, Managing Director, Natural
Diamond Council, India
emotionally and
culturally relevant.
In India each piece of jewellery we buy has strong
meaning and emotions attached to it. Through our
marketing initiatives we want to reinforce the legacy
and heritage of natural diamonds, by inspiring and
educating consumers about the wonders of these
glorious jewels and the integrity of the diamond
industry, and we will achieve this with a digital first
strategy’’
88 | april-may 2020 | INDIAN JEWELLER

BRaNdINg & adveRtIseMeNt
Divine Solitaires
Contributes Towards
Fight Against COVID
19 Pandemic
On the auspicious occasion of
Akshaya Tritiya, Divine Solitaires
announced the launch of an exciting
offer for customers which enables them
to contribute towards India’s fight against
Covid-19 while purchasing Solitaires.
Any Divine Solitaires diamond or diamond
jewellery can be booked online by paying
just 10 per cent of the total price of their
purchase till the lockdown is lifted across
the country and things start getting back to
normal.
Divine Solitaires will contribute 50 per
cent of the amount paid by each customer
towards the PM CARES Fund thus giving
an opportunity to every customer to take
part in fighting the unusual crisis that India
faces today.
Mother Nature Inspires
me to be a Better
Mother: Lisa Ray
The Diamond Producers Association
(now Natural Diamond Council)
associated with actor-author Lisa
Ray this Mother’s Day to bring forth the
wonderful journey of motherhood and
the lessons we can imbibe from Mother
Nature.
Sharing her thoughts, Richa Singh,
Managing Director – India, said, “We are
honored to have Lisa Ray supporting us
in our endeavour to celebrate the most
precious relationship of mother and child.
While a mother creates the miracle of
life, mother nature creates miraculous
diamonds which she nurtures deep within
herself. Today we would like to celebrate
both these incredible journeys as they
bring us joy, hope and teach us about
the importance of resilience and inner
strength. Mother’s Day is the perfect
occasion to bring this thought to life.”
90 | april-may 2020 | INDIAN JEWELLER

eTC
Kiran Bhatt’s
Legacy Lives on
Late Mr Kiran Bhatt, husband of
Nirupa Bhatt, Managing Director,
GIA India and Middle East was
a soft-spoken and kind hearted
professional whose service and
personality left an indelible mark on
his family and business associates. A
mechanical engineer by qualification
and an expert in oil hydraulics, he has
worked with multinationals like Rexroth.
He has offered quality improvement
consultancy to jewellery manufacturers
for over 20 years. He was approached
by jewellery manufacturers in India
- SEEPZ and from Jaipur to help
them improve their efficiency. He
worked with high-end retailers and
wholesalers in the USA and Europe
to ensure the merchandise met their
quality standards. Mr Bhatt worked
with production teams to find root
cause of quality issues and addressed
them. He was a keen observer with an
eye for detail. He was a strong minded
individual and adhered to quality
standards uncompromisingly; a quality
which was widely appreciated by his
clients.
Hummingbird
Resources joins the
World Gold Council
The World Gold Council, the market development
organisation for the gold industry, has
welcomed Hummingbird Resources to its
Board of Members. As part of joining the World
Gold Council, the company has agreed to adopt and
adhere to the Responsible Gold Mining Principles.
Hummingbird Resources engages in the
exploration, evaluation and development of mineral
properties in West Africa with a primary focus on
gold. Founded in 2005, Hummingbird listed on the
London Stock Exchange in 2010. The company
currently has two operations, Yanfolila, a high grade,
producing mine in south west Mali; and Dugbe, a
large undeveloped gold deposit in Liberia.
Kelvin Dushnisky, Chair of the World Gold
Council, commented: “I am delighted to welcome
Hummingbird Resources to the World Gold Council.
Hummingbird Resources brings with them a wealth
of experience
and plays an
important role in
the production
and exploration of
gold across West
Africa. We look
forward to their
participation.”
Daniel Betts,
Managing Director of Hummingbird Resources,
said: “I believe global partnerships are of the utmost
importance. I am delighted that Hummingbird is
joining the World Gold Council to contribute to its
important work. Sustainability is at the heart of
everything we do at Hummingbird and adopting the
Responsible Gold Mining Principles underpin our
commitment as a sustainable operator. I am looking
forward to working with the Council and its Members
to share best practice and to promote the long-term
development of the gold industry.”
INDIAN JEWELLER | april-may 2020 | 91

advertiser index
FIRM NAME
PAGE NO.
A. ANIL DIA JEWELS 73
AAKAR JEWELS 41
ACHAL JEWELS 13
AISSHPRA GEMS & JEWELS 18
AKSHAR IMPEX 85
ALLURE BY NIRUPTYA JEWELS 4-5
ANGEL JEWELS LLP 98
ANKIT GEMS PVT. LTD. 49
ANUJ GEMS & JEWELLERY (JAIPUR RATNA) 87
ASHWIN CREATIONS 95
BIRDHICHAND GHANSHYAMDAS JEWELLERS 2-3
DIVINE SOLITAIRES (RS DIAMONDS) 92
ENSHINE 77
EXQUISITE FINE JEWELLERY 97
FACETS JEWELS 53
GEETA SHYAM JEWELLERS 10-11
GIA INDIA
83,93 & 3rd Cover
GJEPC
Backcover
HARI KRISHNA EXPORTS PVT. LTD. 81
JEWEL GOLDI (INDIA) 12
LAXMI JEWELLERY EXPORTS PVT. LTD. 67
MR JEWELS & PLATINUM 55
ORIENTAL GEMCO PVT. LTD. 9
PDC LIMITED 89
RADHIKA JEWELS CRAFT PVT. LTD. 65
RAMNARAIN & CO. 11
ROYAL CHAINS 35
ROYAL INDIA JEWELLERY MFG.CO PVT. LTD. 59
ROYAL VINTAGE JEWELS LLP 19
SARAFF SOLITAIRES (GROUP) 51
SHIVAM JEWELS & ARTS LLP 12
SUNIL JEWELLERS 94
T.T. GEMS INDIA LLP 34
VIJAY GEMS & JEWELLERY 14

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