Indian Jeweller (IJ) August - September 2020

Editor’s note 

GlittErinG 

succEss 

AwAits 

Upcoming festive and bridal season is 

going to usher in the most-awaited 

bright future for the G & J industry. 

Demand will surge and the market will be 

abuzz once again. As purse strings loosen, 

profits will rise and business owners will start 

recovering losses incurred during lock down. 

After months of dreariness, the jewellery 

industry is finally witnessing some hope in 

the form of marginal demand. The cover 

story takes a look at what is in, and prepares 

jewellers across India – as to what they can 

expect in terms of inventory demand when it 

comes to millennials. There’s a special feature 

which includes inputs from top marketing 

gurus from the G & J industry: A Shivaram, 

Neelesh Hundekari and Hemant Shah, they 

consult on surefire ways to get customers in 

the festive season. 

The colour gemstone industry has been 

robbed off its sheen. As markets begin to 

open and demand is increasing marginally, 

dealers discuss about the challenges and the 

way forward. 

Happy Dussehra! 

editor 

Alok Kala 

Courtesy: House of Rose 

12 | august-september 2020 | INDIAN JEWELLER

PuT Your 

MonEY on 

ThESE PiECES! 

The Face oF The indian jewellery indusTry 

Vol.11 Issue 1 

august-september 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 

Subscription: India 

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Annual: 1500 

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Administrative Office: 

‘Journal House’, A-95 Janta Colony, 

Jaipur, 302004 Rajasthan India 

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Website: www.indianjeweller.in 

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Sun Mills Compound, Lower Parel (West), 

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E-mail : mumbai@indianjeweller.in 

The Big Story 

Put Your Money on these Pieces! 

Youngsters are less easy to please. Their approaches towards materialistic things 

are underlined with a keen interest in minimalistic designs, wearability, utility and 

sustainability. Quality and affordability are key. Come festive and bridal seasons, 

impress youngsters and ensure your conversion rates are higher by stocking these 

pieces says Vijetha Rangabashyam 

16 

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 Thomson Press India Ltd. Faridabad. 

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. 

Expert Column 

The Cawnpore 

Chronicles Part: 

The Final Countdown! 

Aftab finishes his Cawnpore 

Chronicles series by delving into 

the nuances of final touches, 

from bringing in the furniture, 

cleaning the store spotless to 

adding the jewellery 60

Special Report 

Special Features 

Shine On For This 

Diwali Promises A 

Better Future 

Here is what retailers from 

across India feel aboutthe 

upcoming festive and 

wedding season 

38 

Voice Vicenza 

Voice Reinstates Confidence In 

Italy’s Jewellery Industry 

With 370 exhibitors satisfied about the business 

generated, the first hybrid experience for the 

trade show world has drawn to a close 

54 

Surefire ways to get 

that customer into 

your store this festive 

season 

Top marketing experts talk 

about what will work best in 

terms of not just getting that 

customer into your store, but 

also ensuring he buys 

31 

42 

50 

Forevermark Forum breaks Boundaries 

Themed ‘Meaningful Tomorrows’, the recent Forevermark 

Forum 2020 witnessed a fine blend of fresh ideas and 

new opportunities 

What has become 

of the colour 

gemstone world? 

A glorious industry, resplendent in 

colour gemstones in myriad hues, 

is experiencing the vicissitudes that 

coronavirus has brought with it 

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 

What kind of jewellery will 

work for the millennials? 

Put Your 

MoneY 

on these 

Pieces! 

Stud,oM Jewellers 

youngsters are less easy to please. 

Their approach towards materialistic 

things are underlined with a keen 

interest in minimalistic designs, 

wearability, utility and sustainability. 

Quality and affordability are key. Come 

festive and bridal seasons, impress 

youngsters and ensure your conversion 

rates are higher by stocking these 

pieces says Vijetha Rangabashyam 


After months of dreariness, the jewellery 

industry is finally witnessing some hope in 

the form of marginal demand. Things are 

only going to get better from here on. But retailers 

have to tread cautiously, if they want to impress 

the young ones. They have to look beyond festivals 

and weddings. They need think of jewellery as 

an everyday accessory, an emotional investment 

that youngsters are keen on making, if and only 

if the designs are appealing to them. There have 

been distinct changes in youngsters’ preferences 

when it comes to jewellery for a few years now 

and with Covid, these changes have become more 

pronounced. 

Plain gold is passé. Jewellery is not bought to store 

in the locker. Youngsters like their jewellery to be 

stylish and they are well aware of international 

trends. Light-weight is the buzz word. Pieces that 

are wearable, light and affordable will drive young 

consumers to your store. Make no mistake though, 

when it comes to their own weddings, young 

brides like to go the traditional route. From jadau 

pieces to temple jewellery and elaborate ornaments, 

weddings as an occasion call for ostentatious pieces. 

However, as India is geographically so diverse, 

every region and its cultural milieu is different. The 

pandemic has also affected the population of these 

places differently. 

Diamond stud, 

Aisshpra Gems & Jewels 

INDIAN JEWELLER | august-september 2020 | 17

The Big STory 

HOT SELLING in North & 

Central India 

• Light weight platinum & 

diamond jewellery 

• Angel & butterfly motifs 

• Evil eye symbol 

• Diamond studded jewellery 

• Rose gold 

• Solitaire studs 

• Mangalsutra bracelets 

• Charm bracelets 

• Tennis bracelets 

• Hoops & bold studs 

BRIDAL 

• Kundan polki chokers 

• Maang tikka 

• Diamond necklaces 

• Round brilliant cut 

engagement rings in 1.5 – 2 

ct 

• Gold jewellery which is 

well-designed 

Necklace, Delhi Durbar Collection, 

Birdhichand Ghanshyamdas 

Trend Alert 

NORTH & CENTRAL INDIA 

Diamond loving, quality 

conscious & well-informed 

The youngsters in the cities and towns of North India are highly 

aspirational. They love their diamonds and platinum is seeing an uptick 

when it comes to demand, especially after the surge in gold prices. Heavy, 

chunky jewellery are only restricted to their own wedding or wedding of a 

very close relative. Youngsters do their thorough research before coming into 

the store about the 4 Cs and want their jewellery to be hallmarked. 

Solitare halo earrings, Avtaara 

Platinum rings, 

Rosentiques Fine Jewellery 

1 ct solitaire ring 

set in 14 kt white 

gold, Candere 

Finery hoop earrings, Bluestone 

Earrings from Rayna collection, PNG Jewellers 

Rose gold angel 

wing pendant, 

Pandora 

Platinum Evara diamond Indowestern 

bracelet, Jewelove 

Diamond solitaire studs, Sarvada Jewels 


Floral inspired bridal choker 

crafted in 18K gold with 

pastel color beads and polki, 

Aisshpra Gems and Jewels 

Choker with 

long haar, 

Rambhajos 

Reena ornate 

bracelet, Caratlane 

14 k gold finger ring with 

butterfly, PC Chandra 

Witty butterfly bangles, STVM Jewels 

Butterly diamond ring, Candere 

Youngsters buy jewellery 

to wear and not store in 

the locker. They are fashion 

conscious and are aware of 

all the international trends. 

They are influenced by their 

peer groups and design is 

of paramount importance 

to them 

SALIL JAIN, JAIN 

JEWELLERS, CHANDIGARH 

Stylish framing enamel evil eye dangler 

diamond ring, VBC Jewellery 

Most girls are working, so they want jewellery that 

is versatile, something that they can wear to office 

as well as an evening outing. They love platinum 

jewellery because it is subtle, not shiny and come 

in modern designs. Environmental issues are a hot 

topic. They are both quality & cost conscious 

SHAIL KAPOOR, KASHI JEWELLERS, KANPUR 


The Big STory 

Butterfly gold pendant, 

Thangamayil 

Jewellers 

Ring in yellow gold 

set with a Colombian 

emerald, Irene Neuwirth 

Maangtika designed by Manish 

Malhotra and Curated by ANMOL 

with Forevermark Diamonds 

Evil eye elephant bracelet with diamonds, 

CaratLane’s Ayin by Farah Khan collection 

Solitaire rings, Her Story 

Evil eye Bracelet crafted in 18k gold studded with fine-cut 

diamonds and precious stones, Shobha Shringar Jewellers 

Diamonds in 

rose gold cuff, 

Gehna Jewellers 

In a smaller city like Amritsar, people were not too eager about 

spending too much money on colour stones. But now the 

customer is very happy if the jewellery has genuine stones, 

like emeralds, rubies, blue sapphires or even yellow sapphires, 

provided they are certified. This trend is a welcome change 

because we can only focus on quality products 

PANKAJ SETH, DURGADASS SETH JEWELLERS, AMRITSAR 


Platinum soundwave 

print couple rings, Augrav 

Angel gold pendant with 

chain PNG Jewellers 

Hand of fate hamsa 

pendant, Farah Khan 

Angel Gold Pendant With 

Chain, PNG Jewellers 

Padmalakshmi hoop 

earrings, Bluestone 

Dainty heart mangalsutra 

bracelet, PNG Jewellers 

Heavy sets are seeing less 

demand. Youngsters are 

quality conscious and buy 

only hallmarked jewellery. 

Diamond studded jewellery 

is doing well. Earrings and 

sleek bracelets are fast 

moving 

RAKESH AGARWAL, 

RAGHUNANDAN 

JEWELLERS, MEERUT 

Bracelet crafted in 18K gold with 

heart shaped diamonds, ANMOL 

Angel pendant, 

Candere 

The Tiffany® setting 2ct 

engagment ring, Tiffany & Co 

Youngsters have do 

complete research before 

coming to the store, about 

diamonds, certification etc 

and they are extremely sure 

of what they want 

RAVI KAPOOR, 

KAYS JEWELS, KANPUR 


The Big STory 

Light weight jadau jewellery, 

Falguni Mehta 

HOT SELLING IN WEST 

INDIA 

• Contemporary earrings 

• Animal motifs, especially 

peacocks, birds, horses 

• Rings are always in high 

demand 


• Evil eye, infinity symbol, 

geometric shapes, heart 

• Colourful jewellery 

• Emeralds and rubies 

• Solitaire studs 

BRIDAL 

• Fusion jewellery 

• Antique light weight 

• Three sets of jadau pieces 

that can be worn separately 

after the wedding 

• Engagement rings 

customized shapes, round 

cuts from 50 cents to 3 ct, 

trillion cuts etc. 

• Chokers in uncut diamonds 

and Emeralds 

• Variation in gold jewellery 

• Platinum bands 

• Open polki setting, polki 

with a mix of diamonds, 

colourful 

Diamond chandelier style 

earrings, Uma Ornaments 

Trend Alert WEST 

Experimentative 

Know-it-Alls 

Youngsters do thorough research on the brand before walking into 

a store. They prefer light weight jewellery as well as fusion. They 

are extremely active on social media and walk into the store with 

reference images. In the west, youngsters are predominantly experimental 

and they don’t let their parents influence their buying decision. They seek 

utility in jewellery and are into designs that are simple & elegant. 

Polki & emerald choker, 

Raniwala 1881 

Architecture inspired 

geometric earrings, VBJ 

Annie emerald 

studs, Candere 

Diamonds set in rose gold earrings, 

Anjali Bhimrajka Fine Jewels 

Double infinity earrings, 

Vaibhav Jewellers 


Floral motifs-necklace, 

OM Jewellers 

Diamond Studded infinity 

pendant, Oriana by GRT 

Yellow sapphire and 

diamond geometric 

bracelet, Varuna D Jani’s 

Peitite Bijou collection 

Gold cuff with birds, 

Anand Shah 

Peacock earrings, Farah Khan 

Diamonds set in white gold 

earrings, Narayan Jewellers 

Emerald ring with diamonds, 

South Extension 2 

Solitaire earrings in different 

sizes are fast moving and 

youngsters like fusion jewellery 

as well as antique jewellery that 

are light in weight. Emeralds 

and rubies are always popular 

and round shape engagement 

rings from 25 cents to 3 cts are 

hot selling 

CHANDRESH MANDALIA, 

ZAVERI & CO, AHMEDABAD 

Ten years ago,parents were involved in jewellery selection. 

Now, youngsters want to decide what they want. They are 

willing to try out new designs. They don’t like the shiny gold 

look and they love to play with colours. They are influenced by 

celebrities. Even with bridal jewellery, instead of one big piece, 

they tend to buy 3 pieces that they can wear separately later 

JIGNESH RATHOD, RATHOD JEWELLERS, PUNE 


The Big STory 

Mine pendant earrings set, 

Malabar Gold and Diamonds 

Earrings crafted in 18k rose gold 

studded with fine-cut, 

Shobha Shringar Jewellers 

Youngsters like to deconstruct 

jewellery and wear it in 

different ways later. They are 

educated a lot of about natural 

stones. They love gemstones 

like emeralds, rubies and even 

corals. Necklaces are moving 

now because of bridal season. 

50% of them like chokers but 

brides also prefer necklaces 

where length can be adjusted 

JINAY CHOKSI – 

KANTILAL & BROTHERS, 

SURAT 

Ruby and diamonds set in rose 

gold earrings, VBJ 

Antique hoop earrings in 18 

K gold with Intricate Nakshi 

artwork and dangling pearls, 


Danika floral navaratna 

necklace, VBJ 

When they walk into our 

store, youngsters already 

know what they want. They 

are well informed, have done 

research and bring reference 

images with them. They like 

contemporary jewellery and 

are not interested in plain gold 

jewellery 

VASTUPAL RANKA, 

RANKA JEWELLERS, PUNE 

Dhalia earrings, Caratlane 

Customisation is key. A bride and groom didn’t agree on a 

certain ring style. Hence I fused two designs so that they get 

both their preferences in one ring. Similarly, a bride didn’t want 

the same old round shaped diamond engagement ring, so we 

custom made a trillion cut ring for her. Since green goes best 

with red lehengas, brides love polki with emeralds 

VANAJAM SONI, AB JEWELS, AHMEDABAD 

Jadau haar, 

Latique 

Pendant rainbow 

collection, 

Abaran Timeless 


Kundan meena choker, PC Totuka & Sons 

Trend Alert EAST 

Modern & Ever-Stylish 

The east has been traditionally in love with gold. Gold has always been 

looked at as an investment. Now things have taken a 360 degree turn, 

especially with youngsters. They are into smaller jewellery pieces, 

which are modern in nature. They are into diamond jewellery as it serves as 

both an investment and an accessory that is ever-stylish. 

HOT SELLING IN 

EAST INDIA 

• Trendy, light weight 

bracelets 

• Three tone gold 

jewellery 

• Earrings, fast moving 

• Necklaces with 

lockets, alphabets, 

horse shoe etc 

• Polki studs, solitaire 

studs 

• Fancy danglers and 

cuffs where lock is 

not visible 

BRIDAL 

• Jadau chokers, 

diamond chokers, 

raani haar 

Tennis bracelet, 

Jaipur Gems 

Floral Inspired Studs crafted in 

18K Gold with polki and pink 

stones, Aisshpra Gems and Jewels 

Besotted trinity diamond 

Ring - Candere 

Yellow Gold and Diamond Horse Shoe 

Strand Bracelet, Bluestone 

3 tone gold earrings, 

Caratlane 

Floral inspired cuff 

crafted in 18K gold with 

diamonds, Aisshpra 

Gems and Jewels 

Star shape studs crafted in 

18K gold with kundan, fine cut 

diamonds and pink stone by Aisshpra 

Gems and Jewels 

Diamonds set in rose gold danglers, 

Anjali Bhimrajka Fine Jewels 


The Big STory 

Sleek bracelet, Narayan Jewellers 

Kundan 

choker with 

haar, Narayan 

Jewellers 

Earrings crafted in 18 K gold with 

fine cut diamonds with blue and 

green enamelling, ANMOL 

Earrings crafted in 18 K gold and 

set with diamonds, ANMOL 

Two tone bracelet, OM Jewellers 

Bracelet crafted in 18 K rose gold and set 

with round brilliant diamonds, Anmol 

Spiral bracelet, OM Jewellers 

Youngsters these days love 

to combine yellow, white 

and rose gold. Necklaces 

are not seeing that much of 

demand whereas earrings 

are popular as they are 

versatile and can be worn 

all the time. With brides, 

both diamond and jadau 

chokers are popular 

ABHISHEK KAJARIA, 

AVAMA JEWELLERS, 

KOLKATA 

White & yellow 

gold bracelet, 

MK Jewels 

Gold bracelet with heart shaped 

diamonds, TBZ - The Original 

They love platinum bands, and small jewellery pieces 

which they can wear again and not store in the locker. 

They are inclined towards buying modern, long, solitaire 

earrings, fancy danglers and polki earrings. Engagement 

rings between 0.5 – 2 cts are fast moving 

PRATIK DUGGAR, INDIA GEMS AND JEWELLERY 

CREATIONS, KOLKATA 

Tricolor band, Candere 


22k gold choker with jadau 

work and Tiffany blue 

enamelling on it, studded 

with pearls and precious 

stones, SS Jewellers 

Trend Alert SOUTH 

Rooted in Modernity as well 

as Tradition 

Interestingly, youngsters from urban areas in the south are not into gold 

jewellery at all. They prefer small ticket diamond jewellery. Entry level 

pieces in diamonds and platinum are also fast moving. When it comes 

to every day wear, they don’t really give importance to brands but when it 

comes to weddings, youngsters prefer going to their family jeweller. They 

prefer minimalistic designs and are influenced by their favorite actresses 

or influencers to promote them. They tend to dress up less for work so 

jewellers will have to shift their marketing to make their products relevant. 

They also are increasingly attracted towards silver jewellery. 

Earstuds - Paisley 

collection, Ganjam 

HOT SELLING IN 

SOUTH INDIA 

• Rubies and emeralds 

• Silver jewellery 

• Transformative earrings 

• Link necklaces 

• Gold bangles 

• Floral and geometric 

motifs 


• Light weight kadas 

• Chandbalis 

• Butterflies, paisley are 

evergreen motifs 

• Cluster set diamonds 

BRIDAL 

• Kundan meena 

• Traditional temple 

jewellery 

• Diamond chokers 

• Gemstones in cooler 

hues 

• Engagement rings – 

clarity rather than size, 

VVS 1 in 25 to 30 cents. 

Floral earrings crafted in 

rose gold with rubies and 

rose cut diamonds, Rivana 

Gold and Diamonds 

Vidhita Gold Lakshmi Oddiyanam, VBJ 

Butterfly earrings, 

Abaran Timeless 

Bracelet 

crafted 

in white 

gold with 

diamonds 

studded on 

it, Aisshpra 

Gems and 

Jewels 

Earrings crafted in 18 

K gold and set with 

carved rubies, pearls 

and diamonds, Anmol 


The Big STory 

Tri-layered choker crafted in 18 

K gold studded with fine-cut diamonds, 


Detachable diamond studs, Latique 

Jadau Necklace, House of Rose 

Paisley Motif 22k gold earcuffs studded 

with round cut diamonds, polki, 

emeralds ,basra pearls, Tanya Rastogi 

for Lala Jugal Kishore Jewellers 

Silver leaft bracelet, Sangeeta Boochra 

Solitaire diamond ring, Caratlane 

Eartha cluster 

18k gold earrings, 

Caratlane 

Sakura detachable bangle Ganjam 

Floral motif, Necklace, 

Sakura Collection, 

Ganjam 

Ancient wide bangles, 

Viabhav Jewellers 

Ruby and diamond studs, 

AVR Swarnamahal 

Most millennial brides seem to be in love with classic choker necklace 

with a contemporary twist to it. We need to understand and desire, 

and build your proposition around it. We have to persuade them by 

telling that jewellery are for all types of love and take advantage of 

non-bridal gifting. As digital natives, Millennials and Gen Z expect a 

seamless retail experience no matter the touchdowns 

AVR SIDDHANTH, AVR SWARNAMAHAL, SALEM 


Gold Neckpiece, 

Narayan Jewellers 

Deepana pearl drop 

interchangeable diamond 

necklace, VBJ 

Fancy diamond ring, 

Vaibhav Jewellers 

Bangles in 

silver,Aisshpra 

Gems & Jewels 

Bracelet in rose gold with diamonds, 

Aisshpra Gems and Jewels 

Single hook diamond pendant, 

Viabhav Jewellers 

Aquamarine set in silver, Latique 

When it comes to buying 

with their own money, entry 

level pieces in platinum 

with diamonds are fast 

moving. Silver jewellery 

worth a few thousands up 

to Rs 40-50 thousand are 

also very popular. When it 

comes to their weddings, 

they like traditional jewellery. 

Chandbalis are popular as 

it can be worn with both 

modern and traditional 

outfits. They are more open 

to experimenting 

PRATAP KAMATH, ABARAN 

TIMELESS, BANGALORE 

95% of the young customers who walk in our influenced by social 

media. They don’t like shiny, gold jewellery. They tend to invest in items 

in lower price brackets under Rs 2 lakhs. Bracelets, simple chains with 

solitaire pendants, cluster set diamonds and diamond engagement 

rings between 30-40 cents are popular. Bridal jewellery budget ranges 

between Rs 20-30 lakhs 

ABHISHEK CHANDA, KALASHA JEWELLERS, HYDERABAD 


Special Feature 

How to attract customers this festive season? 

Surefire wayS to get that 

cuStomer into your Store 

thiS feStive SeaSon 

We can be hopeful about the festive season ahead of us. But if you think 

the consumers will magically walk into your store, without any strategic 

marketing campaigns, then think again. Sugandha R speaks to experts 

and finds out what will work best in terms of not just getting that 

customer into your store, but also ensuring he or she buys 



Use effective digital marketing campaign for short term and 

for long term build a CRM programme. The current model – of 

a concept adorning jewellery is not enough. The advertising 

campaign needs to be innovative. Each retailer will have to think of 

the innovation which will be unique to his store 

A Shivaram, founder www.retailgurukul.com 

The lockdown in most part of the 

country has eased and G & J retail 

business is zooming ahead. The 

upcoming Diwali and the following 

wedding season will be a busy one for 

jewellery retailers across India and holds 

the promise of bringing back the shine of 

the business. 

Effective digital campaign & CRM 

programme 

This Diwali, jewellery retailers can be 

cautiously optimistic. Demand will surely 

increase in the coming months and how 

each retailer handles this increase in 

demand will make all the difference. “The 

two most important things jewellery 

retailers must do are: use effective 

digital marketing campaigns for short 

term and for long term build a CRM 

programme. The current concept – of a 

model adorning jewellery is not enough 

– the advertising campaign needs to be 

innovative. Each retailer will have to think 

of the innovation which will be unique 

to his store,” suggests marketing guru A 

Shivaram, founder of www.retailgurukul. 

com. If the product is not something that 

the consumer wants, what good is it? 

Inventory has to be fresh, and currently 

trending. Jewellery retailers must offer 

what the customers want. “If you have 

current products on offer and unique and 

differentiated from the retailer next door, 

consumers will be willing to pay the price 

the retailer has asked,” explains Hemant 

Shah, Jewellery Consultant. 

Jewellery in the Indian context 

is considered an investment. It has 

very strong traditional and cultural 

connotations. Neelesh Hundekari, 

partner & head of Lifestyle Practice, Asia 

at AT Kearney suggests the following 

steps for retailers: 

a. Reach out to your loyal customer base. 

Find out if there are any weddings or 

events in their family. 

b. Keep your brand alive. If you have any 

new collections coming in, please talk 

about them. Don’t diminish the brand 

communication. 

c. Making sure that the stores are very safe 

is important. Retailers should advertise 

about the steps they are taking to keep 

the store safe. 

d. They can’t always send jewellery 

to people’s houses to sell jewellery. 

e. People in India shop in groups. The 

family visits a jewellery store even to 

buy an engagement ring. In order to 

maintain social distancing, retailers can 

coordinate with the whole family and 

allow them to discuss and arrive at their 

decisions with mutual consultation 

over video conferencing. 

He adds, “Retailers might need leaner 

designs to accommodate price rise.” 

Jewellery retailers should understand 

the consumer mindset. The consumer’s 

mindset has undergone a tremendous 

shift, also the way they shop has changed. 

“Retailers will need to understand 

this shift and make sure that customers 

are comfortable buying in this new 

environment,” advises senior industry 

consultant Hemant Shah. 

E-commerce will prove to be a boon 

Yes, E-commerce is going to be 

important, but it’s going to be different. 

Jewellery buying is often related to 

human emotions, for instance it is 

bought as a wedding gift from the father 

of the bride for his daughter, or when 

a family welcomes a newborn, or as an 

anniversary gift from husband to wife, etc. 

This is a product that involves sentiments. 

Jewellery retailers should work on the 

emotional appeal while trying to market 

their products online. “Selling jewellery 

online is not like selling standardized 

products over Amazon, or Flipkart, it is 

too niche a segment,” explains Shah. 

When it comes to designer and 

expensive products, E-commerce may not 


eally work. Sometimes, what looks bigger 

in pictures, in reality may turn out to be 

really small. “One could have combination 

of online and offline shopping will work 

better. You can choose the designs you 

like and over video conferencing you 

can actually shortlist the product and 

buying can happen in real time,” explains 

Hundekari. 

People may not buy on the internet, 

but they will narrow down the jeweller, 

based on their net research. “Therefore 

jewellery retailers will have to work on 

their online presence, their catalogues, 

their designs, visibility in search, social 

media, etc,” says Shah. 

Augmented reality and virtual reality 

for the win 

Augmented reality (AR) is part and 

parcel of digital marketing system. “As 

compared to the entire spend, investing in 

AR is a nominal price – it will surely help 

clients decide on what they want to buy 

faster without stepping out of their house. 

It helps bridge the gap between the buyer 

and seller, especially one caused due to 

geographical distance, the fear of infection 

which may limit clients’ moving out in 

the open,” explains Shivaram. Using tools 

like AR and VR is going to be important. 

“The consumer feels in sync with these 

latest technological interventions and 

allows them to choose the designs they 

like. They can then visit the store and buy 

the product they have chosen with the 

help of such technology,” explains Shah. 

Price point consideration is vital 

New designs have to be price point 

driven. Retailers might need to have 

leaner designers to accommodate price 

rise. “Incomes are depressed and people 

may not get bonuses for Diwali and so on. 

Some people have lost their jobs so that may 

have a negative impact on the industry,” 

explains Hundekari. The consumer is 

going to be frugal in spending, therefore 

products that retailers have, must offer 

consumers value for money and products 

need to be price sensitive. “The frugal 

consumer will have to believe that he is 

making the right choice in buying that 

jewellery,” explains Shah. While buying 

jewellery, the customer wants to know 

how much is the cost of diamonds, their 

Keep your brand alive. 

If you have any new 

collections coming in, 

please talk about them. 

Don’t diminish the 

brand communication. 

Making sure that the 

stores are very safe is 

important. Retailers 

should advertise about 

the steps they are taking 

to keep the store safe. 

People in India shop in 

groups. The family visits 

a jewellery store even 

to buy an engagement 

ring. In order to maintain 

social distancing, retailers 

can coordinate with the 

whole family and allow 

them to discuss and 

arrive at their decisions 

with mutual consultation 

over video conferencing 

Neelesh Hundekari, 

Partner & Head of 

Lifestyle Practice, Asia at 

AT Kearney 



Jewellery retailers should work on enhancing their brand value. 

Today, people will buy from stores which are ethical, socially 

responsible, honest, transparent, et al. The jewellery retailer who 

has a personality – which has made him recognizable within the 

community will draw the most clientele 

Hemant Shah, Jewellery Consultant 

carat, size, cutting-polishing cost, how 

much is the gold content, its pricing and 

labour cost and in fact they will dissect 

the ornament in every way possible and 

put together its pricing. But it is not 

so in case of any other product. This 

mindset needs to change. The change 

will not happen overnight. The whole 

industry together should strive to make 

it happen. “One of the major reasons for 

this mindset is that jewellery is sold as an 

investment and not as a product. When 

you sell an investment, all finer points will 

be questioned. Jewellery is a product first, 

then an investment,” explains Shah. 

Visibility is crucial 

Online or offline, it is the brand which 

is has to be most visible and should be 

able to rule the mind of the consumer 

only then it will draw maximum 

number of clients. “Jewellery retailers 

should work on enhancing their brand 

value. Today, people will buy from stores 

which are ethical, socially responsible, 

honest, transparent, et al. The jewellery 

retailer who has a personality – which 

has made him recognizable within 

the community will draw the most 

clientele,” explains Shah. 

Every brand will have its own strategy. 

If you look at the current situation, when 

a brand is accepted across India, and if that 

brand opens a store in the neighbourhood, 

such a retailer will do good business. 

“For instance, a brand opens a store at 

the airport, doesn’t mean that it will do 

good business there. But when consumers 

spend time at the airport, it gives the 

brand good visibility and holds a place in 

the mind of the potential client,” explains 

Shah. 

Inventory overhaul will be a 

gamechanger 

Pandemic or not, inventory management 

is the key to good business in this 

industry. Proper merchandising plan has 

to be in place. “You need to overhaul 

inventory every now and then, as we 

step into a new buying season. Especially 

before Diwali, wedding season and New 

Year,” explains Shivaram. The G & J has 

a very slow inventory overhaul system – 

they keep selling their aged stock, in the 

hope that all of it will get sold. He adds, 

“Effective inventory management is both 

an art and a science, you can’t just rely on 

your individual memory.” 



Festive Demand 

Shine on, for thiS Diwali 

promiSeS a brighter future 

come Diwali and the whole nation adorns a festive look, purse 

strings loosen and families are out on a shopping spree, here is 

what retailers from across india feel about the upcoming festive 

and wedding season… 

As lights of Diwali start shining on 

the G & J business, retailers will 

be having a busy season ahead 

and will be able to see their past losses 

converting into profits. 

Diwali is the time for celebration in 

Indian families living across the world. 

Apart from being a festival of light, it is 

also the festival of worshiping wealth. 

Most business houses and individuals too 

splurge during this festival – exchanging 

gifts is a long-standing tradition. How will 

this Covid-induced Diwali prove to be? 

Will it adorn the same festive look? Will 

gold and jewellery buying be as usual? All 

of these questions are on top of the minds 

of most business-owners. 

Blending modernity with tradition, 

most Indian households buy gold during 

Diwali. Beginning on Dhanteras, which is 

considered an auspicious day to buy gold 

and worshipping wealth during Laxmi 

Pujan, this festival brings joy and showers 

prosperity on all Indian families. 

Be cautiously optimistic this Diwali 

According to Anil Kataria of D P 

Jewellers, MP, “This Diwali sales will be 

very good, possibly better than the the 

earlier one.” During the lockdown people 

haven’t been able to step out of their 

houses for many months, they haven’t 

spent a lot of money on casual shopping, 


vacations and entertainment, so there is 

a good amount of money that they have 

been able to save. “Now, as they get an 

opportunity to buy, they are looking 

forward to invest it in gold, because they 

know it will give them good returns,” 

explains Kataria. 

Says Vivek Agarwal of Mahalaxmi 

Kundan Meena Diamond Jewellers Pvt 

Ltd, Jaipur, “Diwali is that time of the 

year, which brings prosperity to every 

business owner, from clothes to jewellery, 

people love to indulge in a spree of festive 

shopping, but it is indeed difficult to 

gauge how this Diwali would be.” Some 

salary-class buyers have lost their jobs, 

some have had to take pay-cuts. On the 

whole buyers have become wary of their 

spending habits. Austerity has set in. 

Innovative marketing strategies will 

work 

“Marketing and advertising have been 

the cornerstone of every good business. 

Innovative strategies will always work 

to the advantage of jewellery retailers,” 

opines Akash Verma of Verma Jewellers, 

Himachal Pradesh. At the same time, 

discounts and offers may not really work, 

as buyers want quality pieces at affordable 

prices. “Today’s buyer is well-informed, s/ 

he will not trust sales or discount offers 

and schemes easily,” feels Vivek Agarwal. 

At the same time, he is optimistic that 

demand will rise and as it does, he may 

think about spending on newspaper 

advertisements and hoardings. “Retailers 

should devise good marketing strategies, 

spend well on marketing and advertising, 

so that they are able to attract more 

customers,” says Verma. Digital marketing 

will also pave the way to a better demand 

feels Sugam Kalra of Ganpati Jewellers, 

Punjab. She says, “We are calling up our 

regular customers and informing them 

about our new collection. We are also 

actively involved in digital marketing – 

which has been received well.” 

This Diwali sales will be 

very good, possibly better 

than the earlier one. Now, 

as buyers are getting an 

opportunity to buy, they 

are looking forward to 

invest in gold, because they 

know it will give them good 

returns. 

Anil Kataria, D P Jewellers, 

Madhya Pradesh 

Predicting demand 

for festival season will 

be difficult. Later, as 

the wedding season 

picks up, there will be a 

considerable increase 

in demand for bridal 

jewellery. In future, as 

demand increases we 

will have to replenish our 

inventory. 

Vivek Agarwal, 

Mahalaxmi Kundan 

Meena Diamond 

Jewellers Pvt Ltd, Jaipur 



Demand this Diwali is 

surely going to be rocking. 

It will bring smiles to all 

stakeholders in the G & J 

business chain. Business 

is already improving. In our 

store, demand for jewellery 

is very good, despite the 

pandemic. In fact, we 

have had to restock our 

inventory time and again. 

Vipin Aggarwal, Mussaddi 

Lal Hari Kishan Dass 

Jewellers, Ambala Cantt, 

Haryana 

Festival season will see a 

rise in demand. Demand 

for bridal jewellery has 

started coming in. We are 

advertising on social media 

and reaching out to our 

existing clients actively. Our 

social media advertising is 

receiving excellent response. 

Vicky Badera, Panchkesari 

Badera Jewellers, Bangalore 

Vicky Badera of Panchkesari Badera 

Jewellers, Bangalore, also supports 

digital marketing, “Our social media and 

digital marketing initiatives have received 

excellent response.” 

Inventory management will be crucial 

This Diwali will prove to be the turning 

point in the jewellery business and it will 

increase the turnover for each market 

player. “Having excellent stock of various 

types of jewellery, from lightweight, to 

heavy polkis, jadau and diamond sets as 

well, will be very important. Buyers are 

willing to spend during festivals and 

retailers can do their best during this 

time to increase their sales. Good quality 

at good prices, is what buyers want. Give 

them that and they will buy more and 

more,” advises Vipin Aggarwal of Mussaddi 

Lal Hari Kishan Dass Jewellers, Ambala, 

Haryana. Replenishing inventory in time, 

so as to keep the demand-supply equation 

sound is important feels Akash Verma. 

“We have been replenishing our stocks as 

per the demand – it’s a usual course of 

business,” informs Nitish Malik of Malik 

Jewellers, Punjab. Having lightweight 

designs is important. “We have focused 

on cutting down weight of gold while 

retaining its purity so that more and more 

people can buy as much jewellery as they 

want,” informs Sugam Kalra. 

Demand for bridal jewellery is rising 

Close on the heels of Diwali is the 

upcoming wedding season. All weddings 

which were scheduled from March, will 

now be taking place from November to 

January 2021. The season will surely see 

increase in demand for bridal jewellery. 

Explains Anil Kataria, “As scale of 

weddings has reduced, families have saved 

We are re-working our whole product 

range, the price points are being reduced. 

So that people are able to buy the products 

they want. We are trying to re-do our 

inventory to match buyers’ requirements 

and see that they are comfortable buying 

the products they want. 

Karan Vaidya, House of Rose, Mumbai 


on wedding cost and they surely are 

planning to invest that money in jewellery, 

therefore budgets for bridal jewellery 

have increased and a lot of people have 

already started buying bridal jewellery.” 

Following the new normal SOPs are 

going to be crucial. “Covid19 is still out 

there, therefore in the rush to sell more 

and more stuff one still has to remember 

to follow norms of social distancing and 

all other precautions,” explains Karan 

Vaidya of House of Rose, Mumbai. 

Demand for jewellery demand is seeing 

a steady increase. The demand for bridal 

jewellery is increasing. This is the right 

time for buying jewellery. “Later, as the 

wedding season picks up, there will be 

a considerable increase in demand for 

bridal jewellery,” informs Vivek Agarwal. 

If government does not announce a relockdown, 

surely demand for jewellery 

will increase. “We are getting good sales 

even now. Due to the pandemic, we are 

engaging in sales through video-calling 

only. We show the jewellery over video 

calls – if clients like, they go ahead and buy. 

Almost all our sale is taking place like that. 

It is safer for everyone,” informs Arvind 

Kumar Katrela, JCS, Chennai. According 

to Nitish Malik, many weddings are slated 

to take place in December and January, 

so the demand for bridal jewellery will 

surely be there. 

The year is likely to close on a higher 

note than the one at which it began. And 

despite the loss of business that took place 

during the lockdown, the upcoming 

festival and wedding season will bring the 

much-awaited spring in business. 

The demand for jewellery is steadily 

showing signs of improvement. We have 

introduced new designs in bridal jewellery, 

which is getting good response. As size of 

weddings has reduced, budgets for bridal 

jewellery have increased. 

Sugam Kalra, Ganpati Jewellers, Punjab 

Sales during Diwali will 

be good. Currently, we 

are trying to improve the 

business and trying to 

breakeven – we aren’t 

looking at new designs for 

now. Demand is picking up 

and jewellery business is 

steadily escalating – which 

is a good sign. 

Arvind Kumar Katrela, JCS, 

Chennai 

The demand for jewellery 

is on a steady rise. In the 

coming months, it will 

increase. We are promoting 

actively on social media, 

which is getting good 

response. Many weddings 

are slated to take place in 

December and January, 

so the demand for bridal 

jewellery will surely be 

there. 

Nitish Malik , Malik 

Jewellers, Chandigarh 


Special SpeCIAl Feature FeATure 

The State of India’s Colour Gemstone Industry 

What has become of the 

colour gemstone World? 

A glorious industry, resplendent in colour gemstones in myriad 

hues, is experiencing the vicissitudes that coronavirus has 

brought with it. With almost no business in the months of March 

& April, the industry is slowly starting to regain its strength; one 

gemstone at a time says Vijetha Rangabashyam 

In April-August alone exports of 

coloured gemstones dipped by 63 

per cent as compared to the same 

period last year. Large trade shows have 

been cancelled, postponed or replaced 

by virtual ones. Virtual world has its own 

limitations – for colour gemstone trade 

that is already very fragmented and not 

streamlined, doing virtual business is not 

that easy. Businesses are highly touch and 

feel oriented; however, gemstone dealers 

are grappling with the changes and are 

hopeful that things will get better. 

The post-pandemic effect 

India is the largest exporter of coloured 

gemstones in the world. After the 

pandemic, the market for coloured 

gemstones has been hit badly. The 

problems are multiple and multipronged. 

Supply chain is a problem and 


Courtesy: Gemfields 

there are no buyers in the market, both 

domestically and internationally. Not like 

what it used to be anyway. “We don’t 

have supply of coloured stones and there 

are no buyers for cut stones. There is no 

demand from markets in Europe and 

USA. We cannot import roughs because 

there are no flights. We are not getting any 

parcels here and the fact that there are no 

trade shows happening anywhere in the 

world is also affecting the business badly,” 

says Arun Gokhroo of AG Gems. Like 

other industries, business was nil from 

end of March till May. Work has resumed 

in factories with 50 per cent capacity 

since June. “The demand for Tanzanite, 

semi precious stones and emeralds has 

been reduced to 50 per cent. In the 

coming three-four months this situation 

is likely to be same. Thereafter till about 

six months, there could be a shortage of 

raw materials. Small manufacturers have 

shut shop, and there’s no chance of them 

reopening any time soon,” says Nirmal 

Bardiya of RMC Gems. 

We don’t have supply 

of coloured stones and 

there are no buyers for 

cut stones. There is no 

demand from markets 

in Europe and USA. We 

cannot import roughs 

because there are no 

flights. We are not getting 

any parcels here and the 

fact that there are no 

trade shows happening 

anywhere in the world is 

also affecting the business 

badly 

Arun Gokhroo, AG Gems 



Supply chain havoc 

Supply chain and logistics hasn’t been an 

issue for some gemstone dealers as they 

have been managing with their existing 

stock. The real litmus test will be after 

December. “If by December the supply 

still doesn’t resume, then there will be a 

shortage of coloured gemstones,” adds 

Bardiya. Things became a little easy as a 

few flights started resuming towards the 

end of May, especially the Vande Bharat 

mission flights helped gemstone dealers 

carry their freights. This led to export 

markets ordering goods and pre-ordered 

goods were delivered as well. “Supply 

chain still remains an issue. Production 

of new goods has almost stopped. No 

one wants to get into a liquidity crisis 

during these times and hence don’t 

want to commit to procuring new 

material. Transportation time and costs 

have surged when sending goods from 

a city like Jaipur. For example, if I need 

to send goods to Paris, shipments are 

being re-routed through New York,” said 

Dharmendra Tank of Heeralal Chhaganlal 

Tank. European markets have just now 

resumed after a long summer break, and 

since many cities are subject to a second 

wave of the virus, they too are clamped 

up with many restrictions. “Supply from 

the mines are nil. People are also not able 

to travel and source merchandise. But 

they are holding onto their goods as they 

believe that market prices will stay the 

same,” says Ratnesh Tambi of KL Tambi 

& Co. 

Digital to the rescue 

Traditionally, the colour gemstone 

business is an industry where transactions 

happen through touching and feeling 

the stone, scrutinizing the gemstone 

through a loupe is just how things 

work. However, with tradeshows being 

cancelled, gemstone dealers are finally 

beginning to see the benefits of having 

a digital presence. “We tried to connect 

with customers over Whatsapp or email 

or videocalls. But they want to see the 

stones in person. Customers want to 

inspect the stones before buying,” quips 

Tank. However, trusted behemoths of the 

colour gemstone industry who have a wide 

network of clients overseas have really 

pinned their hopes on online sales. “We 

have fully utilized channels like Whatsapp, 

WeChat and other social media channels. 

We are taking the ecommerce route very 

seriously. We are investing more towards 

taking good product photography, so that 

the real product is almost similar to what 

is there in the pictures. We have to adapt 

to the new changes to stay relevant in the 

future. There will be challenges because 

our industry is based on touch and feel, 

but then if it means that we need to use 

the logistics companies more to send the 

goods, we have to do that. Clients can 

keep what they like and send the rest 

back,” affirms Tambi. 

Karigars migrating to other sectors 

Karigars involved in cutting and polishing 

colour gemstone are local, unlike in the 

The demand for Tanzanite, semi precious stones and emeralds has been 

reduced to 50 per cent. In the coming three-four months this situation is 

likely to be exactly the same. Thereafter till about six months, there could 

be a shortage of raw materials. Small manufacturers have shut shop, and 

there’s no chance of them reopening any time soon 

Nirmal Bardiya, RMC Gems 


jewellery industry. “It has not been an 

issue as such however, many of them are 

migrating to other sectors and this could 

lead to a serious shortage in manpower 

in the future. When the demand starts 

trickling in, lack of labour will be a 

definite issue,” says Bardiya. However, 

migration of work force hasn’t been a dire 

concern for the colour gemstone industry 

in Jaipur. “We specialise in cut stones, my 

workers have started coming back to 

work. In terms of cutting and polishing 

business, migrant labour problem is not 

an issue,” says Tank. 

High-end stones on a high note; 

commercial variety sees no respite 

The rare, one-of-a-kind stones are doing 

well despite the current state of affairs. 

“Demand for high-end stones are intact. 

Those who had contacted me before the 

pandemic followed through and bought 

high-end merchandise. The rare items 

are still popular in the overseas market. 

Commercial quality stones have been 

affected for sure. Normally rare varieties 

of stones are only bought by collectors. 

They have already seen the goods and they 

trust the laboratories and certification 

and digitization has only made the 

process easier,” adds Tambi. Currently, 

U.S. and China are showing great interest 

towards colour gemstones, especially 

emerald and sapphire. However, supply 

chain constraints are delaying shipments. 

“Market trends have also changed as 

Supply chain still remains an issue. Production of new goods has 

almost stopped. No one wants to get into a liquidity crisis during these 

times and hence don’t want to commit to procuring new material. 

Transportation time and costs have surged when sending goods 

from a city like Jaipur. For example, if I need to send goods to Paris, 

shipments are being re-routed through New York 

Dharmendra Tank, Heeralal Chhaganlal Tank 



Government should give us tax benefits. There needs 

to be liquidity to run the business. Government should 

give businesses at least 3-6 months salaries, which 

they can in turn pay their staff And banks should be 

allowed to give more credit to this industry 

Ratnesh Tambi, KL Tambi & Co 

demands are very specific and customers 

are highly selective. But the biggest 

problem still remains transportation and 

we don’t know how this season will 

play out. Gemstones need certifications, 

and we used to send stones to major 

laboratories to get them certified. The 

whole process used to take around ten 

days but the turnaround time from the 

labs has also increased. All the major 

coloured stones: Emeralds, Rubies and 

Sapphires are still moving at a fast pace. 

The very fine grade stones and even the 

smaller sized stones are doing very well,” 

says Tank. 

The industry needs Government to 

step-up 

Government’s support comes a long 

way, especially during crisis. The colour 

gemstone industry to retain its stance as 

one of the important hubs in the world 

needs policies that are conducive. “The 

government is not helping at all, because 

the import of rough gemstones is stuck, 

we face a lot of harassment from officers,” 

adds Gokhroo. The Council and trade 

bodies are constantly working towards 

resolving issues regarding policy matters. 

“Owing to GST, and new imposition of 

TCS (tax collected at source for foreign 

remittances), a lot of working capital 

is getting blocked. GST is also a major 

issue,” adds Tank. 

Many countries including Hong 

Kong and U.S. are doing a lot to help 

revive the gems and jewellery industry. 

“Government should give us tax benefits. 

There needs to be liquidity to run the 

business. The U.S. government has done 

a lot for their businesses like paying rents, 

salaries etc. Government should give 

businesses at least 3-6 months salaries, 

which they can in turn pay their staff. 

And banks should be allowed to give 

more credit to this industry,” adds Tambi. 

No signs of improvement till Chinese 

New Year 

Most gemstone dealers believe that any 

semblance of normalcy will creep in after 

March 2021 and for the market to get 

back its health, it would take anywhere 

between 1 to 1.5 years. “We need to 

pass this financial year with patience – 

till about March ending, you need to be 

careful and sensible in doing business. Do 

not send out large shipments, because 

any part of the world can come under 

lockdown. By second quarter next year, 

business should be back to normal,” says 

Tank. A lot is pinned on when a vaccine 

will come into play and whether or not 

we will have a vaccine at all. “I don’t see 

anything going back to normalcy before 

the Chinese New Year. We will get more 

clarity in March 2021.” 

Courtesy: KL Tambi & Co 


Special RepoRt 

9th Forevermark Forum 

Forevermark Breaks 

Boundaries 

Themed ‘Meaningful Tomorrows’, the recent 

Forevermark Forum 2020 witnessed a fine blend of 

fresh ideas and new opportunities 


Extending the learning curve and 

taking it to new dimensions the 

ninth Forevermark Forum brought 

together world’s foremost experts from 

various segments and wowed participants 

with their virtual forum. This webinar 

expanded the horizons of one’s wisdom 

and helped leading businesspersons 

reiterate the successes into their respective 

businesses and carve a niche into this new 

post lock down world. 

The Forum, which was held from 18 

– 20 August 2020, provided a platform 

for Forevermark to equip its partners 

with the newest retail innovations, latest 

technologies and consumer insights to 

help them optimise their business and stay 

ahead of the consumer curve. As 2020 

marks the beginning of a new decade, 

the theme ‘Meaningful Tomorrows’ 

was aimed at helping the brand and its 

partners imbibe learnings and lay down 

new practices. These efforts are aimed at 

paving the way for a more meaningful 

world that prioritises the current 

consumer’s sentiment and embraces 

conscious luxury. 

Lessons in Leadership 

As the post lock down business world 

poses new challenges and forces each and 

every ambitious business owner to think 

differently the Forum brought together 

the world’s best minds in business and 

offered lessons for each one to learn and 

strategies to emulate. 

To further encourage growth and 

better understand the Indian consumer, 

Forevermark also shared the results of 

an in-depth piece of research that the 

company had undertaken to understand 

current consumer sentiment. The report 

revealed that while Indian consumers 

remained cautious of how they are 

spending, their appreciation for diamonds 

remains very strong. 

“The world around is changing 

giving us a chance to look at our present 

and take stock of the future, which is 

based on hope, strength and resilience. 

Our direction has not changed, and 

Covid has done nothing but accelerate 

our strategy - giving our leaders an 

opportunity to shape a future that sparks 

a more meaningful tomorrow for future 

generations. A Diamond is Forever is 

not just a tag line for us at De Beers. It 

represents longstanding relationships. In 

this era of ambiguity, the desire to express 

As people come out of 

lockdown, they will have 

an increased necessity 

to express their feelings 

by gifting Forevermark 

diamonds. People will 

resume their optimistic 

spending habits. We need 

to be able to move quickly 

and ensure that diamonds 

are at the forefront of 

people’s minds. We need 

to encourage people 

to spend their precious 

disposable income on 

diamonds. We need to 

get the supply chain 

management working to 

its optimum and create 

meaningful tomorrows for 

everyone involved. 

Bruce Clever, CEO, 

De Beers Group 



A Diamond is Forever is not just a tag line for us at De Beers. It 

represents longstanding relationships. In this era of ambiguity, the 

desire to express love is stronger. The fundamental demand for 

diamonds will only grow. We need to have faith in our category. Our 

key objective is only to grow the diamond business 

Sachin Jain, MD, De Beers, India 

It has been and remains 

an extraordinary time, 

but change can also 

bring opportunities. 

Forevermark is a 

brand with a strong 

social purpose, with 

a focus on intrinsic 

and lasting value - 

traits which we know 

are of fundamental 

importance in inspiring 

a meaningful tomorrow 

for our consumers. 

Stephen Lussier, 

Forevermark Chairman 

and Executive Vice- 

President, Consumer 

and Brands, 

De Beers Group 

love is stronger. The fundamental demand 

for diamonds will only grow. We need 

to have faith on our category. Our key 

objective is only to grow the diamond 

business. The fundamental demand for 

diamonds will only grow. We need to 

have faith on our category,” says Sachin 

Jain, MD, De Beers, India. 

Forevermark also showed that since 

jewellery is woven into the fabric and rituals 

of festivity and celebration, it is highly 

prioritised amongst luxury spending 

categories, and acquiring diamonds for 

gifting or for self-purchase remains a top 

preference for young women. The report 

stated that the market is improving, and 

people have embraced living in the new 

normal. Another positive statistic shared 

was that online consumption is at an alltime 

high, reinforcing the importance 

of Forevermark’s e-tail proposition for 

consumers. 

“The Forum’s theme, Meaningful 

Tomorrows, is particularly relevant in 

the current environment, where the 

pandemic has reinforced the importance 

of our personal relationships and the role 

diamonds can play as we all look forward 

to a brighter tomorrow. It has been and 

remains an extraordinary time, but change 

can also bring opportunities. Forevermark 

is a brand with a strong social purpose, 

with a focus on intrinsic and lasting value 

- traits which we know are of fundamental 

importance in inspiring a meaningful 

tomorrow for our consumers,” stated 

Stephen Lussier, Forevermark Chairman 

and Executive Vice-President, Consumer 

and Brands, De Beers Group. 

Learning from the Masters 

A breakout session with Paul Rowley, 

Executive Vice President, De Beers, 

global sightholder sales - Sales and 

Marketing Strategies to Suit the New 

Normal was charted out to perfection in 

order to convert the existing catastrophe 

into a plethora of opportunities. “These 

are remarkable times, not just in terms 

of challenges, but also opportunities. The 

very fact that we see so many participants 

here proves that we all believe in the 

power of collaboration. At De Beers our 

colleagues have adapted seamlessly and 

with great dexterity to the New Normal. 

The Stronger Together series has helped 

build confidence not only in our business, 

but also in our brands, customers and all 

associates. We have been able to steer the 

whole industry through difficult times, 

into what promises to be a profitable future 

for the whole diamond industry – which 

will bounce back better than before. The 

desire for our products remains strong and 


We all recognise that it has been an incredibly challenging start 

to the year. Forevermark is responding to these challenges by 

drawing on the latest consumer insights and our unique brand 

strengths as we prepare for the re-emergence of strong demand 

as lockdowns ease and retail environments re-open 

Nancy Liu, CEO, Forevermark 

we all need to be aboard to achieve better 

results. We do expect to be sustainable, 

only if we remain focused. In this virtual 

forum we need to stand together – it is a 

power which cannot be underestimated. 

This has been quite an existential crisis, 

with right effort – we can create a bright 

future for all,” added Rowley. 

Recreation and More 

Talented actor, filmmaker & musician 

Farhan Akhtar entertained the audience 

to break the monotony of work-related 

sessions. He kept the audience in rapt 

attention by singing a few foot tapping 

numbers with this band. Before the 

concert, he also had a lively chat about 

the current pandemic and what people 

should learn from it. 

Inspiring Stories 

Knowledge is power, especially when 

there’s a powerful crisis lurking around 

the corner. The Knowledge series 

with Randi Zuckerberg, Founder & 

CEO at Zuckerberg Media, Creator of 

Facebook Live & Former Director of 

Market Development and Spokesperson 

for Facebook saw her talk about her 

experience in the silicon valley and the 

new rules of engagement in the Digital 

Age. Lessons which could be extrapolated 

to suit different business models. “It is 

amazing to create a culture where people 

are not afraid to fail. Every one of us are 

our own media company. This was the 

fundamental for Facebook Live. I started 

recording things through my iPhone 

and called it Facebook Live. It was an 

initially a failure, but later I got a call from 

Katy Perry’s team where they wanted to 

broadcast her show on Facebook Live. 

More than 2 billion people use Facebook 

Live today. I never thought I’d be an 

entrepreneur. I always thought I am that 

person behind the scenes. Every single 

one of us, if we can free ourselves from 

the idea of failure, we can accomplish 

great things,” added Randi. 

Deep Kalra, Founder & Group 

Executive Chairman of India’s Leading 

Online Travel Company, Makemytrip. 

com shared his story and experience on 

building one of India’s largest travel portal 

and how he became with one of the most 

powerful digital influencers in India. 

In a world filled with competition and 

struggle, one loves to learn lessons with 

a difference, where social obligation and 

success are intertwined. The Forevermark 

Knowledge Series segment with innovator, 

engineer and education reformist, Sonam 

Wangchuk saw him share his perspectives 

on innovation and business in the Indian 

context. Wangchuk is the inspiration 

I started recording things 

through my iPhone and 

called it Facebook Live. It 

was an initially a failure, 

but later I got a call 

from Katy Perry’s team 

where they wanted to 

broadcast her show on 

Facebook live. More 

than 2 billion people use 

Facebook Live today 

Randi Zuckerberg, 

Founder & CEO at 

Zuckerberg Media 

behind the award winning Bollywood film, 3 Idiots. This interaction ignited the 

spark of social obligation, which is the 

cornerstone of good business principle 

and helps every business go that extra 

mile on its way ahead. 

Gems and jewellery is a business of high 

fashion and luxury and a session with 

the talented New York-based fashion 

designer, Bibhu Mohapatra on the latest 

trends on the runway proved to be very 

inspiring. 



Voice - Vicenza 

VOICE REINSTATES CONFIDENCE 

IN ITALY’S JEWELLERY INDUSTRY 

With 370 exhibitors satisfied about the business generated, the first 

hybrid experience for the trade show world has drawn to a close 

The “new normality” was celebrated 

in Vicenza from 12th to 14th 

September through VOICE, the 

entirely new format that IEG was able 

to devise, create and propose to the postlockdown 

gold-jewellery industry which 

had not had the possibility to meet, discuss 

and do business since the last edition of 

Vicenzaoro January. 

370 companies, 100 authoritative 

speakers, over 600 business matching 

meetings organized by IEG – a third of 

which on-line -, a full programme of 

events including seminars, conferences 

and talk shows, produced using filmmaking 

techniques able to thrill the 

international public. Highly efficient 

“virtual buyers’ rooms” in which over 

200 trade deals were made, and huge 

dissemination of the hall contents which 

clocked up over 3 and a half million 

viewings on the digital channels. 

The innovative format, a perfect 

balance between the physical dimension 

and Voice’s digital offer, pumped a surge 

of energy into the sector, highlighting the 

desire of companies and traders alike to 

work as a team. 

A victory for the responsibility and 

courage of IEG which, strengthened by 

its reputation as Europe’s number one 

trade show organizer in terms of the 

ability to create its own products, in less 

than two months, managed to involve 

370 companies, all determined to beat 

the re-start challenge, due also to IEG’s 

#safebusiness protocol, the extremely 

strict system adopted to ensure a safe and 

functional, physical in-show experience. 

Voice was therefore the event that 

gave voice to the sector and allowed 

the entire community to re-unite. The 

three days of the show saw interventions 

from big names in the jewellery world, 

from Jerome Favier, Vice President and 

CEO for Gruppo Damiani to Stephen 

Lussier, CEO for Forevermark at De 

Beers, from Edward Asscher, President 

of the World Diamond Council, to 

Gaetano Cavalieri, President of Cibjo. 

The elegant and essential show layout, 

was also highly appreciated for cleverly 

managing to enhance the presence of all 

the gold-jewellery supply chain’s quality 

companies, from: Mattioli to Bronzallure, 

from Karizia to Unoaerre, from Crivelli 

to Otto Jewels. 


COMPANY PROFILE 

A Anildiajewels 

DIAMONDS THAT 

MAKE INDIA PROUD 

India is home to the world’s best cut and polished diamonds. 

The diamond industry in India has a proud history. Adding 

glory to it is A Anildiajewels. This Surat-based diamond 

manufacturer has an equally shining story 

56 | AUGUST-SEPTEMBER 2020 | INDIAN JEWELLER

A 

Anildiajewels (Make in India 

brand) has made a name for itself 

worldwide and especially in the 

whole diamond industry with its range of 

quality services and business acumen. The 

company began its operations in 2001, 

in Varachha, Surat - Gujarat (which is 

known to be the heart of Global Diamond 

Center). Its first branch was inaugurated 

in 2002 at Karnal and from then on, 

the company extended its operations to 

Karol Baug, Delhi, which is currently run 

by Anil Kumar’s (the founder) younger 

brother, Arpan Kumar. 

Anil Kumar, Founder, A Anildiajewels 

A shining start 

Anil Kumar, who founded A Anildiajewels 

was born in 1976 in Karnal, an idyllic 

village in Haryana, India. It was from this 

Green City that he began his journey 

into the Diamond City of India, Surat. 

He is an avid reader and has a passion for 

motor biking. He is known for his strong 

intellect and hard work. Since an early 

age, he nurtured a dream to do something 

unique. 

INDIAN JEWELLER | AUGUST-SEPTEMBER 2020 | 57

COMPANY PROFILE 

A diamond legacy 

A Anildiajewels has one of the finest 

state-of-the-art units in Diamond City, 

Surat.They ensure precision, brilliant cut, 

illusion set diamonds in various beautiful 

designs, made to perfection and set into 

a sparkling jewellery one could flaunt 

forever. 

Product portfolio 

The company specialises in manufacturing 

diamonds in all shapes ranging from 

Round to Heart, Emerald to Pear, Gautam 

Buddha to Lord Mahavir and side stones 

like Kite, Bullet, Star, Half Moon, Shield, 

Chevrons and many more, they make it 

all, adding sparkle to any collection. In 

fact the company specialises in diamonds 

of all types and shapes with unmatched 

finesse in their work. 

Overcoming the pandemic 

pandemonium 

Amidst Covid-19 lockdown, the company 

has been overcoming several challenges 

related to sourcing rough diamonds, their 

manufacturing process and exports but 

with use of technology.Their supportive 

employees and moreover personal 

networking along with clients helped 

them considerably.They have been able 

to do good business by reaching out to 

their customers across the globe coupled 

with their precise business decisions. 

Vocal for Local 

On May 12, Prime Minister Narendra 

Modi called upon Indians to be “vocal for 

local”. ‘The way in which we, as citizens 

and professionals, interpret the local will 

have far-reaching effects on the country’s 

landscape and prosperity.’ 

In keeping with this ideology A 

Anildiajewels garnered all its resources and 

worked towards making the Honourable 

Prime Minister’s vision a reality. 

Global clientele 

The company has been serving its 

customers widely spread across the world 

(mainly USA, Europe, Hong Kong, and 

many more) and in India, they provide 

diamonds for those who strive for 

excellence in sparkling brilliant jewellery. 


EXPERT COLUMN 

Aftab Bandukwala 

Founder, Principal 

Architect, V-Design 

Architectural 

Solutions Pvt Ltd 

DESIGN DIRECTIVE 

THE CAWNPORE CHRONICLES PART 6 

THE FINAL COUNTDOWN! 

The time is now! Aftab finishes his Cawnpore Chronicles 

series by delving into the nuances of final touches, from 

bringing in the furniture, cleaning the store spotless to 

adding the jewellery 

At this time, 

merely weeks 

or even days from 

handover the site 

is transforming 

on an hourly basis 

and is a time I love 

most being on site. 

It’s that time in 

the lifecycle of the 

project where one 

forgets meals and 

only realises when 

it’s time for the 

next one! 

By now you must be in the peak of 

the jewellery buying season and 

I hope and pray that it’s a sign of 

good times ahead! 

We left my project in Cawnpore in the 

throes of finishing the last time and, you 

know what, it’s still there in this article! Yes, 

this is how long it seems when the final 

finishing and touches are getting put in 

place! It’s doesn’t actually take very long. 

There is so much going on at the same 

time yet one is now craving to see the final 

outcome and so time seems to drag. 

While the final finishes are coming up, 

light fitting air-conditioning units and 

grills, toilet fittings, hardware and many 

such micro items are all coming in and 

being fitted. At this time, merely weeks 

or even days from handover the site is 

transforming on an hourly basis and is a 

time I love most being on site. It’s that 

time in the lifecycle of the project where 

one forgets meals and only realises when 

it’s time for the next one! 

But that’s not all that’s happening. 

The furniture from China is coming 

in, container after container. We have 

organised yards and storage facilities 

where the containers can be unloaded, an 

inventory check done, the cases opened, 

the items checked and then brought in 

on site only as and when required. Don’t 

forget, the site is already a warzone now 

so we absolutely don’t want to clutter 

the space anymore. We also don’t want 

to mess up the spanking new superbly 

finished furniture with paint blotches and 

dust. Timing is crucial when bringing in 


Slowly the form starts to appear and in 

another few days with the finishes coming 

on and painting, polishing and floor polishing 

under way, the project finally starts to look like 

the store one has imagined! 

We also strongly 

recommend a soft 

launch where the store 

is opened for retail 

but the main blitz is 

kept for a few days 

later. This isn’t always 

possible for want of 

time or often because 

the client wants the 

impact of a grand 

revealing 

the furniture so that it’s there when it 

should be but not a moment earlier. 

The chairs and other items that just 

need to be place and not assembled or 

fitted in actually come in only the day 

before hand over. 

We’ve designed the semi built-in 

furniture to be modular so that it comes 

semi knocked down and is assembled 

by way of shop drawings and diagrams 

that give the precise understanding of 

what goes where and what tool needs 

to be used to put it together. 

Once the semi built-in furniture is 

fitted and its electrification is connected 

we bring in the counters that just need 

to be interlinked and then next the 

loose furniture such as chairs and sofas. 

Rugs, mirrors and artefacts come in 

only the night before when the deep 

cleaning is complete and the site is 

ready to hand over. 

Sometime, when things are almost 

complete, we allow the client in. A 

snag list is made jointly and addressed 

while the minor pending work is being 

tackled. At this time, the clients IT 

team also moves in and sets up their 

hardware and does trial checks on 

software, security systems and billing. 

Finally, the queen of the show is ready 

to arrive. The jewellery is brought in 

and taken straight to the strong rooms 

only to be displayed the next day when 

all of the salespersons are in position. 

We usual recommend that the client 

does a mock run on the retailing 

internally just so that the final glitches 

can be addressed. 

We also strongly recommend a soft 

launch where the store is opened for 

retail but the main blitz is kept for a 

few days later. This isn’t always possible 

for want of time or often because the 

client wants the impact of a grand 

revealing. 

Whichever way it goes, my labour of 

love is done and handed over. It’s a very 

empty feeling to see it passing from our 

hands to the owners. It’s the closest I 

can compare to what the postpartum 

that a mother might feel after giving 

birth! 

And then there is the grand launch 

and one revels in the praise and 

adulation from everyone who comes in. 

You must have guessed the project by 

now. My baby is a year old by the time 

you read this. Yes, it’s Sona Chandis on 

Birhana Road, Kanpur. 

The most amusing was to see the 

naysayers walk in looking completely 

dumbfounded that what they were 

sure would not open for another 

several months was up and running 

and gloriously so, when a mere eight 

months ago all it was.....was dust! 

INDIAN JEWELLER | AUGUST-SEPTEMBER 2020 | 61

Tourmaline 

Egyptian lore has it that tourmaline burst through a rainbow as its crystals pushed 

up through the earth. Small wonder, as it boasts a dazzling array of colours and 

is well-known for having multiple colours in one stone. Fascinating parti-coloured 

varieties include watermelon tourmaline and liddicoatite. 

Tourmaline is known as a symbol of balance and is beneficial for healing and 

meditation. It is the birthstone for October along with opal. 

Colour 

Tourmaline occurs in a wide range of hues – green, yellow, red, blue, black and more. 

The most sought-after varieties include Paraiba tourmaline, which can occur in an 

electric blue to green blue, and rubellite, a purplish red to pure red tourmaline. 

Clarity 

Tourmaline often contains thread-like cavities that may contain water. Other 

inclusions include fine parallel growth tubes. When stones with a multitude of these 

inclusions are cut into cabochons, they can demonstrate a cat’s-eye effect. 

Treatments 

Tourmaline is sometimes treated to improve its colour. The two most common 

treatments are heating and irradiation, with pale tourmaline often irradiated to 

intensify its colour, and brownish tourmaline often heated to become pink or red. 

Sources 

Brazil is a prolific producer of tourmaline. It is also mined in Afghanistan, Kenya, 

Madagascar, Mozambique, Zimbabwe, Tanzania, Nigeria, Pakistan, Sri Lanka, 

Myanmar, and the United States. 

To learn more about tourmaline and other popular gemstones, visit 

GIA.edu/gem-encyclopedia 

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. 

Image Courtesy of: Excalibur Estate Jewelry 

62 | august-september 2020 | INDIAN JEWELLER 

ADT190112_India_Advertorial_Tourmaline_single_v3.indd 1 

10/24/2019 3:28:55 PM

Policy & Market UPdate 

Modi Government aims to widen tax 

The move comes as the 

Modi government aims to 

widen the tax base by using 

data of high value transactions 

to look for tax evaders. Purchase 

of jewellery, white goods and 

paintings of above Rs 1 lakh, 

payment of education fees and 

donations of a similar amount, 

domestic business class and 

foreign travel, and hotel bills of 

Rs 20,000 will soon come under 

the Income Tax Department’s 

scanner, the government 

indicated in a tweet. 

The Income Tax department 

may include more transactions 

under its transaction reporting 

framework. This means that 

financial institutions and other 

firms may have to report 

transactions that are above the 

prescribed thresholds.The tax 

department will then mine the 

data to identify people, who are 

making large purchases, but are 

not paying taxes or filing their 

tax returns. This is part of the 

government’s efforts to widen 

the tax base. 

An Income Tax department 

spokesperson, however, told that 

these are proposed measures 

and one will have to wait for the 

formal notification to understand 

the fineprint. Data with the 

Income Tax department showed 

that in the financial year 2019- 

20, 6.4 crore income tax returns 

were filed. 

Gems & jewellery exports touches $1764.06 

million in august 

Gems and jewellery exports recover to 

USD 1764.06 Million in August 2020, 

as compared to USD 36 Million in April 

2020. The gems and jewellery exports have 

shown signs of recovery. Exports have been 

registered at USD 1764.06 Million in August 

2020, as compared to USD 36 Million in April 

2020. The recovery is a result of growth 

in demand for diamonds and jewellery in 

international markets like US, China, Europe 

etc. which have opened for trade. 

However, as compared to the year on year 

comparison, gross exports at USD 1764.06 

Million in August 2020 is showing decline of 

41.55 per cent, as compared to gross exports 

of USD 3018.32 in August 2019. 


Policy & Market UPdate 

Indian Government launches 

online registration for jewellers 

& hallmarking centres 

Ram Vilas Paswan, on 21st August virtually 

launched the online system of Registration 

and Renewal of Jewellers and online system 

of Recognition and Renewal of the Assaying and 

Hallmarking (A&H) Centres. 

This online system can be accessed through 

the Bureau of Indian Standards web portal www. 

manakonline.in. While launching the online system, 

Paswan said that as it was difficult to handle the 

large number of proposals received for registration 

manually, these online modules will bring about 

ease of doing business for both jewellers and 

entrepreneurs, who have established A&H Centres 

or wish to do so. Hallmarking of precious metals will 

be mandatory from 1st June, 2021. 

While briefing the media about the scheme, Paswan 

said that the best thing about the online system is 

that there will be no human interface in processing 

the applications. Now, jewellers can apply online and 

submit required documents and fees for obtaining a 

licence through this online portal. Explaining about 

the online process, he said that the moment a 

jeweller submits the application with the requisite 

fees, he will be granted registration. A mail and SMS 

alert will go to jeweller, informing the Registration 

Number, for downloading and printing the Certificate 

of Registration. 

GJePc holds webinar 

to showcase 

benefits of Faceless 

it assessment 

GJEPC jointly organized an 

informative webinar along 

with top officials of the Income 

Tax Department on 28th August, 

to discuss the benefits and outline 

the procedures of the “Faceless 

Assessment Scheme, Appeals and 

Income Tax Charter”. 

The discussion touched upon the 

benefits of new faceless assessment, 

appeals and 

Income Tax 

Charter and how 

the new Faceless 

system will be 

better than the 

existing Income 

tax system of 

filing. 

The speakers 

included Lekha 

Kumar, IRS, Chief Commissioner 

of Income Tax, Mumbai, Rajesh 

Ranjan Prasad, IRS, Principal 

Commissioner of Income Tax, 

Mumbai, and D. K. Chhablani, IRS, 

Principal Commissioner of Income 

Tax, Mumbai. The discussion 

was moderated by Sanju Kothari, 

Convener, Banking, Insurance and 

Taxation Committee, GJEPC. 


AssociAtion & trAde bodies 

GJEPC’s Gold VBSM gets 

overwhelming response 

GJePc officials 

meet new 

joint secretary 

s. suresh 

Kumar 

GJEPC had a virtual meet with 

Suresh Kumar, the new Joint 

Secretary, Department of 

Commerce, on 1st September and 

apprised him about the gems and 

jewellery industry and the various 

initiatives taken for growth of 

exports from India. 

Thanking the Joint Secretary 

for this opportunity, Colin Shah, 

Chairman, GJEPC said, “The Indian 

gem and jewellery sector is most 

significant for the economy as it 

generates employment of 4.28 

million and achieves value addition 

of 29.7%. The industry has a 2.3% 

share in the manufacturing output 

of the country.” S. Suresh Kumar 

appreciated GJEPC’s elaborative 

and informative presentation 

and assured to look into the 

issues raised with concerned 

departments. 

GJEPC kickstarted its first Plain Gold Jewellery Virtual 

Buyer Seller Meet (VBSM) on 21st September, 

which followed closely on the heels of the 

successfully held inaugural VBSM for Loose Diamonds 

during early September. The event was inaugurated by 

Suresh Kumar, Joint Secretary, Ministry of Commerce & 

Industry in the presence of Colin Shah, Chairman, GJEPC; 

Vipul Shah, Vice Chairman, GJEPC; Dilip Shah, Convener, 

International Exhibitions; Sabyasachi Ray, ED, GJEPC 

amongst others. 

The meet was organised from 21st to 24th September, 

and featured 9 

Indian sellers and 

17 international 

buyers, nearly 

three-fourths of 

whom are from 

Middle Eastern 

countries such 

as UAE, Kuwait, 

Bahrain and 

Qatar, while a handful are from the UK and New Zealand. 

The nine Indian participating exhibitors are Shineshilpi 

Jewellers Pvt. Ltd., Mumbai; Jewel India Pvt. Ltd., Kolkata; 

Durga Chain, Mumbai; RK Jewels, Mumbai; Unique Chains 

Pvt. Ltd., Mumbai; AB Jewels Private Limited, Kolkata; 

Senco Gold Limited, Kolkata; Chokshi Vachhraj Makanji 

& Co. (CVM), Junagadh; and Hasmukh Parekh Jewellers, 

Kolkata. 

The 17 international buyers participating in the First 

Plain Gold VBSM include: Damas Jewellery LLC, UAE; 

Malabar Gold And Diamonds, UAE; Joyalukkas Jewellry 

LLC, UAE; Kalyan Jewellers LLC, UAE; Siroya Jewellers 

LLC, UAE; Jawhara Jewellery, UAE; Bafleh Jewellery, UAE; 

Chittilappilly Jewellers LLC, UAE; Pure Zara Jewellery LLC, 

UAE; Swar Jewels, UAE; Diwan Jewellers, Bahrain; Al 

Sulaiman Jewellers, Qatar; Riyal Smart Jewellery, Kuwait; 

Punjab Jewellers, UK; Pure Jewels, UK; PBL Jewellers, UK; 

Sona Sansar, New Zealand. 


AssoCiAtion & trAdE bodiEs 

Sitapura Gems and Jewellery Association 

declares election results 

Sitapura Gems and Jewellery 

Association elections took 

place recently, wherein 

Gaurav Jain Mandot was 

elected president, Arvind Gupta 

Vice President, Anand Rao, 

Secretary; Abhishek Sand, Joint 

Secretary and Jaydeep Gupta, 

Treasurer. These members won 

unopposed and woe to work 

for the association with total 

dedication and commitment 

and voice concerns of industry 

colleagues effectively. 

Speaking about the action 

plan ahead, the President of the 

association Gaurav Jain Mandot 

said, “The post lockdown 

situation has made everyone to 

garner their strengths. During 

the lockdown, we had a lot of 

time on hand, so we have sorted 

out all the problems faced by the 

industry. We are fully equipped 

to fulfill the orders in the coming 

season, as the markets open. A 

lot of artisans are on their way 

back, work orders will be fulfilled, 

I am quite confident.” 

GJEPC suggests changes to gold deposit 

scheme to make it more attractive 

The Gems and Jewellery Export Promotion 

Council has suggested changes to the 

Revamp Gold Deposit Scheme (R-GDS) in 

a video conference with Tarun Bajaj, Secretary 

in the Department of Economic Affairs, 

recently, the GPEPC said. 

GJEPC Chairman Colin 

Shah said that the R-GDS 

has not been highly 

successful because of a 

host of factors, including 

apprehensions from an 

income tax standpoint, 

trust deficit amongst various stakeholders, 

lack of geographical reach of banks, lack of 

commercial lucrativeness, a lock-in period, 

and penalty on premature withdrawal, among 

others.The R-GDS is a fixed deposit scheme 

for the yellow metal, with 

the objective of mobilising 

gold held by households 

and institutions in the 

country.The scheme offers 

customers an opportunity 

to deposit their idle gold 

and earn interest on it. 


Retail & ecommeRce 

DP Jewellers 

opens boutique 

showroom in Ujjain 

One of the largest jewellery 

brands, DP Jewellers 

opened a new showroom 

in Ujjain amidst the pandemic on 

the occasion of Janmashtami. The 

brand has been catering to the 

jewellery needs of Ujjain for decades 

and it was about time that the town 

had a branch of its own. The store 

was initially said to open in March, 

however, due to the pandemic the 

launch was delayed. “Ujjain is a 

cultural epicenter and is auspicious 

as it is home to the Mahakaleshwar 

Jyotirling. We have always been 

overwhelmed with response we 

have received from Ujjain. We share 

a good brand loyalty and customer 

base in this region. These were the 

reasons we thought of opening in 

Ujjain,” said Amit Bandi, CEO, DP 

Jewellers. 

Unlike other stores of DP Jewellers 

in Indore, Bhopal and Udaipur, 

which are massive in size, this store 

located in Madhav Nagar area, 

opposite police lines is cosy, spread 

across 2,500 sq-ft with two floors. 

The store will have a mixed bag of 

inventory from gold, to polki bridal 

sets, jewellery and silver. 

ORRA opens its 40th store 

in India 

ORRA launched their 40th store in the city. The 

brand-new store spread across 797 sq. feet, is 

located at Phoenix Marketcity Kurla, regarded as 

one of the most popular luxury shopping destinations. 

ORRA takes pride in its diamond legacy and has been 

a pioneer in design leadership and product innovation, 

offering wide range of bridal and contemporary 

jewellery pieces. With 5 global design centers in Tokyo, 

Hong Kong, Antwerp, Mumbai and New York, ORRA 

carries a legacy of 700-year old Belgian craftsmanship. 

The store offers a thoughtfully curated assortment 

with the finest bridal diamond jewellery set in 18kt 

gold and platinum, ranging from chandelier earrings 

and studs to gorgeous rings, bangles and necklaces. 

Being launched in the COVID-19 phase, ORRA 

prioritizes the well-being and safety of its shoppers by 

implementing best practices in its operating procedures 

to provide shoppers with an enhanced luxurious 

experience in a safe and stress-free environment. The 

staff has been trained exhaustively to adhere to all 

safety and sanitization protocols. 

PNG Jewellers refutes 

allegations of loan defaults 

PNG Jewellers, is neither an investor nor a partner 

in the said firm, Landscape Realty or a borrower 

with Dewan Housing Finance Corporation 

Limited. The demand notice mentions Saurabh Gadgil 

and Radhika Gadgil as Guarantors to the loan borrowed 

by Landscape Realty and not as 

Borrowers themselves. 

Chairman and Managing 

Director of PNG Jewellers, 

Saurabh Gadgil said, “These 

rumours are being spread with 

the intent to malign our reputati 

on and hurt our business. We are 

not even borrowers of the said loan. We urge people to 

not believe in these rumours and forwarded Whatsapp 

messages without necessary fact checking. This news 

is nothing but Fake.” 


Retail & ecommeRce 

PNG Jewellers rolls out 

“My PNG at My Home” 

service across all stores 

Marking the 106th Birth Anniversary of PNG 

Jewellers’ patriarch Late Shri Daji Kaka 

Gadgil, PNG Jewellers launched the ‘My 

PNG at My Home’ service across all store locations. 

This new full time service is an added vertical in the 

brand’s operations to reach customers in their safe 

environments and provide them with the PNG shopping 

experience. 

This large 

scale full time 

roll out across 

35 plus stores 

shall be a 

first for the 

industry which 

has frequently tried and tested multiple variants of 

Omni Channel outreach. 

All existing sales staff across Tier 1, 2 and 3 store 

locations have been extensively trained to showcase 

jewellery across all categories in a seamless and safe 

manner. 

Kalyan Jewellers 

plans Rs 1,750 croreiPo; 

files draft papers 

with SeBi 

The leading jewellery group 

would be issuing fresh equity 

aggregating up to Rs 1,000 

crore and an Offer for Sale (OFS) 

worth Rs 750 crore, according to 

the Draft Red Herring Prospectus 

(DRHP). The proceeds from the fresh 

issue of shares would be utilised for 

working capital requirements and 

general corporate purpose. 

Sham Jewellers launches state-ofthe-art 

30,000 sq-ft showroom 

Synonymous with Chandigarh’s regal 

characteristics, a household name, Sham 

Jewellers launched what is North India’s 

largest jewellery showroom recently at Sector 34. 

Spread across 30,000 sq-ft, with 6 floors, the 

store is palatial with interiors that are breathtaking. 

While the industry is in a constant state of crisis, 

thanks to the pandemic, Sham Jewellers decided 

to go ahead and make its landmark project a 

reality. The biggest strength of this store will be 

its veritable inventory. Gold, diamonds, fusion 

jewellery, exquisite designer pieces, silver items, 

you name it - the store has it all. “Typically, South 

India is known for such large showrooms. We 

wanted to create something similar in Chandigarh,” 

says Gagan Khurana. 


Branding & advertisement 

Natural Diamond Council introduces its 

latest campaign 

As an industry authority, the NDC aims 

to become the go-to digital publisher 

for innovative content covering all 

that’s new and exciting in the industry. NDC is 

also set to launch their first ever celebrity-led 

TVC campaign, ‘For Moments Like No Other’, 

with the gorgeous Hollywood actress Ana de 

Armas. 

In India, it was launched with a digital first 

strategy on OTT platforms starting 19th 

September to target the affluent, informed 

luxury consumer and will release on television 

on leading premium Hindi & English channels. 

For an enhanced connect with the local 

consumers & retail trade, there will be a 

section dedicated to similar jewellery designs 

that are available in India. 

reliance Jewels launches gratitude 

campaign #gemofateacher 

Celebrating National Teachers Day, 

Reliance Jewels has launched 

a gratitude campaign 

#GemofaTeacher for the 

teachers of the nation who take 

the task of shaping minds and 

better future. To recognize and 

showcase gratefulness to these 

gems, Reliance Jewels’ initiative in 

September links teachers and the 

citizens through thanking their beloved 

teachers for shaping themselves. 

To say that teachers play a big role in changing 

lives is not an exaggeration and to honour their 

work and efforts, Reliance Jewels is offering a 

special contribution through this campaign. 

Via social media platforms and at the 

showrooms, customers of Reliance 

Jewels can nominate a teacher 

to whom they wish to extend a 

special token of ‘thank you’. 

The nominated teachers will 

be presented with an exquisitely 

designed ‘Teacher’s Day Special 

Edition Coin’, a 5gm silver coin 

as a token of gratitude on behalf 

of the customers by Reliance Jewels. 

The coin is carefully mounted on a special 

Memento frame which has a beautiful note 

headlined ‘To, ‘The Real Gems Of Our Nation’ 

and wishing Happy Teacher’s Day. 


BRanding & adveRtiseMent 

Her Story unveils a new campaign 

‘Reflections’ 

Her Story, the modern 

precious jewellery brand 

that opened doors in 

February 2019, in celebration of 

its first anniversary, previews 

a campaign titled Reflections. 

Playing with the idea of a 

mirror to one’s soul, the shoot 

is set amid the sands of Goa, 

with golden sunlight reflecting 

off a shoreline that is as local 

as it is of the world. 

Shot by ace photographer 

Bikramjit Bose, the shoot 

captures the world of Her 

Story, offering an introspective 

take on self-reflection. Playing 

with reflective surfaces is to 

bring about the idea of who 

a person is beyond how they 

may be perceived by the world. 

The brand’s previous and first 

lead campaign was a black-andwhite 

series with actor Sobhita 

Dhulipala, unveiled in October 

2019. In this instance, the 

Reflections campaign (September 

2020) can be seen in an exclusive 

format - as a piece of 

editorial communication, 

where the visuals are 

accompanied by poetry, 

and the communication 

or magazine, includes 

interviews with, and 

features on leading 

women. Featured in 

the campaign are Sana 

Thampi, Sumaya Hazarika 

and Kripali Samdariya 

providing depth and 

intensity to the campaign. 

Watch the teaser for a first 

look of the campaign. 

Kalyan Jewellers celebrates Mahalaya 

with Ritabhari Chakraborty 

The auspicious occasion 

of Shubho Mahalaya 

Amavasya marks the end 

of Shradh or Pitru Paksha and 

the beginning of the auspicious 

Devi Paksha. Usually, this also 

marks the beginning of the 10- 

day Durja Pujo festival, but this 

year, the homecoming of Devi 

Durga will be observed exactly 

a month after Shubho Mahalaya 

Amavasya. 

To mark this significant 

day, Kalyan Jewellers brand 

ambassador 

Ritabhari 

Chakraborty’s is seen in an all 

new avatar, portraying the three 

very distinct personifications of 

Durga Maa. As Goddess Sati, 

Maa Parvati and Mahishasura 

Mardini, Ritabhari adorns 

exquisite, handcrafted traditional 

jewellery from Kalyan Jewellers’ 

various collection. 


ET CETEra 

GJS Virtual unveiled, ready to be a game changer 

GJS Virtual is an annual B2B 

initiative of All India Gem 

and Jewellery Domestic 

Council (GJC) with six unique 

exhibitions, “Swarnotsav”, 

lined up through the year with 

various features that will bridge 

the gap between the sellers and 

the buyers. GJS Virtual is open 

from 1st October and over 500 

meetings have already taken 

place. 

GJS Virtual is currently hosting 

49 exhibitors who are few of the 

finest names in the industry. The 

exhibitors representing various 

categories are already live on the 

portal and are ready to launch 

their latest collections for the 

upcoming festive season. With 

over 5000 registered visitors, 

GJC advises them to go through 

the designs of the participants 

and make the best use of the 

first exhibition of 2020, post 

the pandemic. The first edition, 

“SWARNOTSAV 1” is scheduled 

from 5th to 10th October. 

The Inaugural Ceremony of 

Swarnotsav on Oct 5 was a starstudded 

affair with the who’s 

who of the industry blessing 

the inauguration. Sanjay 

Dhotre, Union Minister of State 

for Education, Communication, 

and Electronics & Information 

Technology, Government of 

India, was the chief guest. 

GJEPC’s Flagship Show IIJS Takes Virtual Leap 

IIJS Virtual, the digital 

edition of GJEPC’s flagship 

August show, is scheduled 

in October, this year. In spite 

of the pandemic that has 

crippled India’s economy, 

IIJS Virtual show has already 

created a buzz among 

industry circles, with initial 

exhibitors’ interest exceeding 

expectations. 

Like many industries, the 

jewellery industry too has 

been impacted due to a long 

list of cancelled or postponed 

events, shows, exhibitions, 

and weddings for the next 

few months. However, the 

perseverance and hard work 

of GJEPC has resulted in 

large numbers of exhibitors 

showing a keen interest in taking 

part in the virtual show. The 

show is expected to see the 

participation of approximately 

500 exhibitors and 10,000 buyers 

through this online platform. The 

show will have dedicated five 

Halls each for Gold Jewellery, 

Diamond/Colour Stone 

Jewellery, Couture/Bridal 

Jewellery, Loose Diamonds/ 

Colour Stones/Pearls, and 

Silver/Costume Fashion 

Jewellery. 


ET CETErA 

mirrAR launches WebAR solution 

The website solution solves 

the age old problem of 

not knowing what the 

actual product will look like 

or how the customer will feel 

post an online purchase. With 

the product jewellers can 

enable virtual try ons for their 

jewellery, which makes the 

customer sure of what he’s 

investing into, which further 

leads to increased conversions, 

fulfilled expectations & lower 

return rates. Instead of showing 

customers a simple product 

catalogue, jewellers can now 

make their shopping experience 

more engaging by adding that 

‘try-on’ feature! 

Incase jewellers do not have 

a website, we can still set up 

a digital store showcasing 

all their inventory with a try 

on button & the link will be 

accessible on all browsers. No 

additional app downloaded is 

needed. The biggest brands in 

the country including players 

such as HazooriLal Legacy, 

Tanishq Jewellers & Sawan 

Sukha trust the brand for their 

business needs. Recently, 

Bhima Jewellers joined the 

other brands in partnering with 

mirrAR. 

Especially right now, in this 

contactless world, jewellers are 

using WebAR to connect with 

customers outside the physical 

boundaries of their stores & to 

increase conversions by making 

their business strategy an 

omnichannel one. 

Kamakhya Jewels recognized as ‘Outstanding 

Designer and Bridal Jewellery Brand’ @ETAwards 

Manoj Kumar Jha 

and Poonam Jha 

of Kamakhya 

Jewels were honoured with 

the prestigious and most 

coveted Economic Times – 

ET Industry Leaders West 

2020 Award. Kamakhya 

Jewels was recognized 

as ‘Outstanding Designer 

and Bridal Jewellery 

Brand’ as part of ET Industry 

Leaders West 2020 awards 

presentation. 

Manoj Kumar Jha dedicated 

the ET Industry Leaders Award 

to his grandfather, who won 

the President’s Medal twice 

and inspired them to follow 

the Technocrat approach 

since inception. Kamakhya 

Jewels always undertake 

third party audits for quality 

control. Gold jewellery is 

100% BIS hallmarked. It has 

associations with eminent 

diamond certification bodies 

such as IGI, GIA and SGL. 

Mr. Jha is a member actively 

involved in various roles 

(including as Director on 

Board) with apex national 

trade bodies such as GJEPC, GJC, 

IBJA and other niche exclusive 

industry bodies such as NDMC 

(Natural Diamond Monitoring 

Committee).

Indian Jeweller (IJ) August - September 2020

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