Indian Jeweller (IJ) October November 2020

Editor’s note
ring in thE
nEw YEar
The world has seen it all in this year the rise and fall of
Covid19 cases, economic crises, the insufferable summer
and being locked up within the confines one’s house, being
driven to the edge of anxiety arising from fear, insecurity and
more.
The G & J industry learnt to overcome all the difficulties step
by step – managing with lesser resources: money, people, time,
logistical constraints and more, going digital, and all of us have
done well if we are reading this today.
This edition takes stock of the Diwali season and bridal sales
thereafter – the business, the demand-supply equation and more.
Apart from the regulars; we have a wide array of interesting
features: unique advertising campaigns by jewellery retailers from
across India, gold jewellery manufacturing segment’s overcoming
challenges, an eye on fluctuating gold prices and more. The big
businesses in small cities story focuses on the success mantras of
family jewellers in smaller towns and cities.
2021 is around the corner and promises to open up several
opportunities for this industry to spring back in action.
To be ready to ring in the New Year!
editor
Alok Kala
Courtesy: necklace by Diacolor
14 | october-november 2020 | INDIAN JEWELLER

Courtesy: Geeta Shyam Jewellers, Jaipur
The Face oF The indian jewellery indusTry
Vol.11 Issue 2
october-noVembe 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
Single Copy: 300
Annual: 1500
Overseas: US$ 150
Administrative Office:
‘Journal House’, A-95 Janta Colony,
Jaipur, 302004 Rajasthan India
Ph: +91 141 2614398, 2610906
Email: info@indianjeweller.in
jaipur@indianjeweller.in
Website: www.indianjeweller.in
Communication and Editorial Office:
Unit No 19, Ground floor,
Vasan Udyog Bhavan, opposite Phoenix Mills,
Sun Mills Compound, Lower Parel (West),
Mumbai - 400013
Phone- (022) 26756055/66
E-mail : mumbai@indianjeweller.in
The Big Story
The Big Business of Small Cities
Unlike metros, the relationship that people in smaller cities have with jewellery is
indestructible. The sanctimoniousness of buying jewellery for special occasions
is still prevalentand gold is seen as a solid investment.No chain store can replace
the personal, one-on-one attention that these family jewellers have been giving
theircustomers for generations, let alone their sound policies built on honesty
andtrust. Make no mistake, though they arelocated in smaller cities, their vision isas
big as any corporate behemoth in a swanky metro. Vijetha Rangabashyam talks to
10 family jewellers from smaller cities across India to find outwhat has made them
the best amidst their customers, even through this debilitating pandemic
18
Expert Column
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.
68
Design Directive
Life goes on
In this Column, Aftab talks
about how his team and himself
maneuvered through the pandemic
and finished several projects
successfully
Broad Strokes
Design goals
for the future
In this article,
Gunjan Suri
summarizes design
goals that will lead us
to create new avenues
in the designer
jewellery segment,
which will further help
in reaching results we
want to achieve
70

Special Features
Special Report
Industry basking in
Diwali cheer
Diwali sales has brought a shine
on the G & J business as retailers
have begun booking good profits
for the season. Here’s what
retailers have to say
50
Selling through Meaningful Messages
If you want your customers to identify with your product and
your advertising campaign to stand head and shoulders above
the rest, here are some insights from industry experts and
advertising veterans says R Sugandha
44
IIJS Virtual Sets New Record in
Strengthening G & J Industry Connect
IIJS Virtual, the digital avatar of IIJS Premiere, broke the
shackles of social distancing and trade paralysis imposed by
the pandemic
38
Manufacturers
Meet Spike in
Demand against
All Odds
The Indian jewellery
manufacturing fraternity
is resilient and amidst a
surge in Covid19 cases in
some states, lack of skilled
artisans, liquidity issues and
economic downturn,they
are ploughing through the
crisis to meet the ongoing
festive and wedding
demand
57
Making the Industry ‘AR’ Savvy
Every crisis gives birth to many opportunitiesand this pandemic
has turned agnostics intobelievers of technology, thanks to
enablers like mirrAR. Meghna Saraogi, Founder & CEO talks
about why retailers should adopt ARand throws light on some of
mirrAR’s latest solutions
42
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
18 | october-november 2020 | INDIAN JEWELLER

Small Cities, Big Vision
The BIG
BusIness
of small
CITIes
Unlike metros, the relationship
that people in smaller cities have
with jewellery is indestructible. The
sanctimoniousness of buying jewellery
for special occasions is still prevalent
and gold is seen as a solid investment.
No chain store can replace the personal,
one-on-one attention that these
family jewellers have been giving their
customers for generations, let alone
their sound policies built on honesty and
trust. Make no mistake, though they are
located in smaller cities, their vision is
as big as any corporate behemoth in a
swanky metro. Vijetha Rangabashyam
talks to 10 family jewellers from
smaller cities across India to find out
what has made them the best amidst
their customers, even through this
debilitating pandemic
As metros like Mumbai and Delhi are saturated, trying to compete
with each other as well as corporate jewellers, these smaller cities are
showing plenty of promise, thanks to family jewellers who have been
serving several generations of consumers with utmost dedication.
INDIAN JEWELLER | october-november 2020 | 19

The Big STory
We were the first to bring
X-ray Caratometer in
India in 1997 from Kleve,
Germany. We have also
introduced RFID (Radio
Frequency Identification)
tag, which has inventory
management and antitheft
features. I don’t think
many in this field are using
this technology
Subhas Kamath, Partner
Abharan Jewellers, Udupi, Karnataka –
Appealing to the Modest Middleclass
Mindset with Rock Solid Policies
Abharan Jewellers’ history dates back
to 1935. Late Sri Burde Sadananda
Kamath, the founder, was a tobacco
merchant. From Udupi he would go
to a place called Thirthahalli (Malnad
area) to source tobacco leaves.People
from Thirthahalli requested him to get
jewellery made in Udupi. So, he started
carrying jewellery along with him and
that gave him the idea to start his own
jewellery business. “In those days jewellery
was all made-to-order. My grandfather
had an older brother, so he handed over
the tobacco business to his older brother
to start his jewellery business in Udupi.
He started keeping some ready-made
pieces of jewellery way back in 1935. His
USP was to give only 22-carat jewellery.
Someone who bought a gold chain from
him during those days came back to sell
it at our store. I still have the 80-gm chain
with me – I have checked it – it is pure
22-carat gold. So that is the example of his
honesty in business practices,” says Subhas
Kamath, a third generation jeweller, who
successfully manages the brand with his
father Madhukar S. Kamath and brother
Mahesh M. Kamath.
In 1961, during the Gold Control Act,
the business closed down because during
those days 14-carat and 18-carat gold was
introduced in the market and the family
was not interested in selling jewellery in
lower puity. The business recommenced
in the year 1979 by Madhukar. Today, in
Northern Karnataka, Abharan Jewellers is
a household name, with 15 stores under
its umbrella. The flagship store is around
13,000 sq-ft, housing both gold and silver
jewellery.
20 | october-november 2020 | INDIAN JEWELLER

and. We offer every customer a unique
buying experience so that the customer
prefers our brand whenever they want to
buy jewellery. We strive hard to give them
the best level of customer satisfaction and
we usually get them to write about their
experience – this feedback helps us build
testimonials. At times, we give some gifts
to select customers as well.”
10 years ago, Abharan Jewellers was the
only prominent name in Udupi. With
the opening of several stores, the business
quadrupled. “But now it has stagnated.
This means that a small share of the pie is
going to rest of the stores in Udupi. Today,
we have a customer base coming from a
radius of 200 km, but earlier customers
had to go all the way to Mangalore to
buy jewellery. We see to it that we stay
two steps ahead of our competition,” adds
Subhas.
Madhukar S Kamath (center) with the staff, back in the day
Burde Sadananda Kamath - Founder
Nothing but Purity & Strong Policies
85 years in the business, there have
been several accomplishments along the
way. “We were the first to bring X-ray
Caratometer in India in 1997 from Kleve,
Germany. We have also introduced RFID
(Radio Frequency Identification) tag,
which has inventory management and
anti-theft features. I don’t think many
in this field are using this technology.”
Today, Abharan’s turnover from all its
stores is approximately Rs 1000 Cr. One
of the brand’s cornerstones is a very
strong policy, be it quality of jewellery
or hallmarking. “Even during the
conventional soldering period we used
to buyback our jewellery at an affordable
rate of reduction. To anyone who wants
to re-sell our jewellery for cash, we have
given them instant cash – even during
demonetisation or Covid19 crisis. At all
points of time we have tried to keep our
word – when it comes to buyback policy.
Today, we buyback– whether exchange or
for cash – for exchange we don’t deduct
anything – there is no reduction in value.
For cash we deduct only Rs 15 per gm -
Rs 20 per gm,” says Subhas.
Udupi – A Strong Middleclass
Segment
Primarily, Abharan’s customers cater
to middle class and lower middle class.
Their preferences vary from wedding
jewellery, depending upon their budget,
their requirement, the store has a
stock of heavy bridal jewellery to tiny
earrings, finger rings and everything in
between. The budget on advertising is
Rs 5 cr, which is allocated towards both
traditional and digital advertising. “A
strong customer relation plays a major
role to build customer loyalty towards our
Ploughing through the Pandemic
From Dussehra, business has picked up,
but it is not back to normal. “We have
achieved about 75 percent of pre-Covid
days. Even during lockdown, we have
not laid off people and we have paid
salaries regularly. We have given bonuses
as well and at present we have only kept
the increments on hold,” says Subhas.
The brand is relying heavily on digital –
from staff meetings to customer outreach
everything is done online. Abharan was
also one of the first brands to introduce a
payment gateway, way back in 2000. “We
were the first to introduce e-commerce,
but frankly the e-commerce business was
miniscule – initially there was absolutely
no business conducted over the payment
gateway. Customers would call us, and
discuss the selected jewellery – which
he liked on the website – and did a wire
transfer to the bank and we dispatched
the goods to him,” adds Subhas.
But since the lockdown, the brand has
been seeing a good spurt in e-commerce
business – it has sold jewellery worth Rs
2 crore for Akshay Tritiya purely through
their website. “Now, we are doing video
shopping, etc. conversions are about 30
per cent, which is much better than what
it used to be before,” says Subhas.
INDIAN JEWELLER | october-november 2020 | 21

The Big STory
CH Jewellers,
Vadodara, Gujarat
- Serving a very
Design-oriented
Demographic for
8 Generations
J
ewellers to the Royal family of
Saurashtra, CH Jewellers was founded
by Shri Chimanlal Hargovindas Soni. He
was the sixth generation jeweller in his
family at the time and at a very early age,
he joined the family business in order
to relieve his father and grandfather
from the daily commute to Vadodara. As
word of his skilled craftsmanship spread,
most wholesalers and manufacturers in
Gujarat wanted to work with Chimanlal
Clients in Vadodara want
newness and a wider variety.
A strong social media
presence is important. Apart
from prices, the variety
that we offer and unique
designs make us stand out
from the crowd. Vadodara is
well connected with bigger
cities like Mumbai or Delhi
and people are aware of the
latest trends. So, we have
to have to stock all kinds
of jewellery – in terms of
design, price and quality
Siddhant Mandaliya,
Director
ji. Initially, the brand was in the business
of manufacturing and wholesaling of
jewellery. In 1987, Chimanlal ji along
with his son Paresh Mandaliya opened
their first retail outlet and in 1992, a
second store was opened.
First in Many
In 2007, CH Jewellers opened a 45000
sq ft jewellery store. It was the biggest
jewellery store in India at that time. “I
joined the business in 2014. I started
with two brand Aaloki (2017) and
Aarhana(2015) by C H Jewellers. Aaloki
is a very niche products store – we are
planning to open stores across metro cities
in India. At Aaloki, we only have auctioned
pieces, high-end gemstones and diamond
jewellery,” says Siddhant Mandaliya,
an 8th generation entrepreneur. While
Aarhana is a modern take on traditional
jewellery, predominantly based in gold –
but with different concepts – modern art
combined with traditional jewellery.
CH Jewellers has carved a niche for
itself in Vadodara and its reputation is
built on several years of quality and
trust. “We are known for unique designs
and transparency in diamond and gold
jewellery. This gave us a strong reputation,
especially with our competitors. The
variety we offer is very wide,” adds
Siddhant.
Vadodara – A Cosmopolitan Hub
Vadodara is the industrial capital of Gujarat
and the crowd is very cosmopolitan
and jewellers here are competing with
leading jewellers in metros like Mumbai
or Delhi. “Clients in Vadodara want
newness and a wider variety. A strong
social media presence is important. Apart
from prices, the variety that we offer and
unique designs make us stand out from
the crowd. Vadodara is well connected
with bigger cities like Mumbai or Delhi
and people are aware of the latest trends.
So, we have to have to stock all kinds
of jewellery – in terms of design, price
and quality ,” says Siddhant. The people
in Vadodara love to experiment when it
comes to designs and for a brand like CH
Jewellers, which is very design oriented,
it is very important. “This clientele is
unique – because our customers demand
the very best and unique designs from us,”
informs Siddhant.
Business back on its Feet
After the pandemic, the store operates
only on appointment based system to
avoid large crowds. “Managing time and
people and observing social distancing
was important for the business – we were
able to give them personal attention
and best buying experience when they
visited our store. We knew exactly what
they were looking for – we offered them
the best jewellery we had and that way
all were satisfied.” Thanks to their wide
range of inventory and their customer
service, the pandemic has not adversely
affected the business. “Talking about
volumes, the business has nearly touched
85-90 per cent of the previous year’s sales.
Revenues are definitely higher than last
year – because gold rates have increased
tremendously,” affirms Siddhant.
However, the management is waiting
for the situation to go back to normal
to recommence its expansion plans.
“Digitally, however, we are expanding
quite rapidly. Our e-commerce portal
will be up and ready soon. We are going
to be more like a branded store; not like a
one-stop store,” says Siddhant.
22 | october-november 2020 | INDIAN JEWELLER

Anopchand Tilokchand Jewellers, Raipur,
Chhattisgarh – Being a Differentiator
through Unique Offerings
The story began in 1957 by Late Shri
Jasraj ji Baradia. 62 years since its
inception, AT Jewellers has managed
to become synonymous with jewellery
buying in and around Madhya Pradesh.
In 2000, the business was taken over
by Saurabh Baradia. From a small
establishment, the brand has grown
strength to strength and has stores across
Central India in Raipur, Durg, Bilaspur,
Korba, Bhopal, and Gondia. “Our flagship
store is located in Sadar Bazaar, Raipur.
It is 10000 sq-ft in size and is spread out
over five floors,” says Saurabh.
Exclusive jewellery has always been AT
Jewellers’ strong point. Since the brand
also has its own manufacturing setup,
it ensures that only innovative, neverseen-before
jewellery is made. Today, the
company has a turnover of Rs 1000 Cr.
AT Jewellers’ unique designs and
honesty and the trust that its customers
have in their products and wide range
of collection, has what has made them a
household name in Central India. From
south Indian designs to jadau and north
Indian designs, their stores have it all.
The Evolving Crowd of Raipur
Raipur is a relatively new town and is
growing at a very fast pace. “We keep
getting new customers and some of them
also come from Maharashtra and Orissa as
we are strategically located. We specialise
in bridal jewellery and diamond jewellery
and we are also known for designer
pieces in precious stones. In our state
people prefer heavy jewellery. We have a
number of wealthy families – all of whom
prefer buying from us for all their special
occasions. We have a better variety than
any store in any metro city, ” says Saurabh.
However, at times, it does get difficult
to compete with metros, as the mindset
in small towns is that they want to buy
from bigger cities. “We are well known
by almost all our clients. Business is back
to normal because almost all weddings
are taking place now, post Diwali. Bridal
jewellery is in demand – impulsive buying
for personal consumption has declined.
But business is back to normal – 100 per
cent,” quips Saurabh.
Working Hard Despite Uncertainty
The brand plans to expand to Orissa in
the near future. Recently, AT Jewellers
has introduced video calling facility
which has garnered great response and
business has grown immensely, thanks to
technology. “After video calls, we deliver
the jewellery to clients’ house. The only
success mantra is – stay focused and work
hard whatever the case may be,” says
Saurabh.
We keep getting new
customers and some of
them also come from
Maharashtra and Orissa
as we are strategically
located. We specialise
in bridal jewellery and
diamond jewellery and
we are also known for
designer pieces in precious
stones. In our state people
prefer heavy jewellery. We
have a number of wealthy
families – all of whom
prefer buying from us for
all their special occasions.
We have a better variety
than any store in any
metro city
Saurabh Baradia, Director
INDIAN JEWELLER | october-november 2020 | 23

The Big STory
We don’t try to up-sell
jewellery simply because
we want them to buy
heavy jewellery.If it does
not suit the bride, we don’t
suggest it, instead, if she
wants to buy a heavy
choker we suggest that
she adds a chain with a
hook and an extra pendant
which can be removed and
worn separately as well.
Not many jewellers think
like this
Raghava Rastogi, Partner
Jugal Kishore Jewellers, Lucknow/
Kanpur, UP – Impressing Brides for
more than 150 years
Jugal Kishore Jewellers was founded in
1857 by Shri Manimangal Rastogiji.
It was further expanded by Shri Jugal
Kishoreji. Today, the brand has stores
across Lucknow and Kanpur. Raghava
Rastogi is the 8th generation of jewellers
to be involved in the family business.
Four of the branches come directly under
his supervision. The flagship store is at
Hazaratganj, is the high street of Lucknow.
Setting High Expectations
Jugal Kishore’s clients always want best
quality and variety – and the brand takes
quality very seriously. “We have a lot of
inter-generational buyers and they have a
lot of demands. Their great grandfather or
great grandmother may have bought from
us, so now the current generation also has
certain expectations from us. The bride is
usually between 22-27 years of age. We
have to become her jewellery planner as
well,” adds Raghava Rastogi. As a jeweller,
the brand tries to help them with the best
jewellery suitable for their look and body
type. “We don’t try to up-sell jewellery
simply because we want them to buy
heavy jewellery.If it does not suit the
bride, we don’t suggest it, instead, if she
wants to buy a heavy choker we suggest
that she adds a chain with a hook and
an extra pendant which can be removed
and worn separately as well. Not many
jewellers think like this ,” says Raghava.
The Lucknow Edge
Places are accessible very easily these
days. A lot of people living in bigger
metro cities have their roots in smaller
towns of Northern India and during
wedding season they all come back to
their hometowns. “Often brides are wellinformed
they know what they want. If
I want something even in a day’s time,
I can source it from Mumbai or Delhi.
In Lucknow, yellow gold is preferred as
24 | october-november 2020 | INDIAN JEWELLER

compared to antique finish,” informs
Raghava.
Lucknow also offers prospects to grow.
It has become the hub for UP and within
the radius of 200 kms people come to
Lucknow for all their requirements –
education, healthcare, catching a flight
to go abroad etc. “There is a lot of scope
to open more stores say about 20 km
away from our existing stores and AR has
helped us a lot to display our products.
So people don’t mind trying on jewellery
online and then later come to our stores
to purchase it,” he says.
High on Principles
The brand has always followed 100 per
cent buy back policy. “We readily accept
pieces bought at our store and offer our
clients the best possible options. Often
larger chain stores or large corporate-run
jewellery units blatantly disregard and
disparage other stores’ products when a
customer goes in for an exchange – we
never do that. A customer usually comes
to us with full faith and tells other store
owners too that this jewellery was bought
from Jugal Kishore Jewellers and they
are giving me a higher rate of return. We
never sell any product which we will not
be willing to take back in return,” quips
Raghava.
Thinking Ahead of Times
Jugal Kishore has started delivering
orders placed by its customers over video
calls, augmented reality, whatsapp photo
selections, etc. They have been receiving
orders across India and abroad. “From late
October to January is the NRI season in
India but this time due to the pandemic
a lot of people could not come to India.
So we started delivering orders through
couriers nationally and internationally
as well. The value of their purchases may
not be as huge as compared to what they
buy when they come in person, but it
helps retain our connect with them,”
says Raghava. By the end of this year,
the brand’s digital revamp will be in
place. They will also be launching a new
collection for youngsters using different
materials with gold, along with carbon
fibre, titanium, wood with rose gold etc.
“There are two types of buyers, one is
interested in buying gold for investment
purpose and other would like to buy for
indulgence and for the latter category
we are introducing these innovations.
This jewellery is in a budgeted range say
between Rs 35,000 to Rs 1.5 lakhs. It
is not an exorbitant range – the price is
affordable,” he adds.
INDIAN JEWELLER | october-november 2020 | 25

The Big STory
Customers come to
us primarily for unique
craftsmanship, quality
and variety. Vijaywada
clients are high net worth
customers – they want
designer jewellery, not
regular jewellery. They
prefer diamond jewellery
with coloured stones and
our customers also like
jadau, kundan and temple
jewellery – they are looking
for a blend of modern and
traditional
Prahsant Jain, Partner
Bombay Jewels Paradise, Vijayawada,
Andhra Pradesh – Adorning Loyalists
One of the oldest jewellers of
Vijayawada, Bombay Jewels Paradise
was founded by Shri Sokalchandji Jain in
1936. Sokalchandji moved to Vijayawada
from Rajasthan and began with a small
space, all of 60 sq-ft. Later on, four more
such spaces were added to the umbrella
and years later, the brand went on to open
several stores. There are around 6 stores in
Vijayawada, and the turnover is around 70
crores per store.
Vijayawada – A Hub of High Networth
Individuals
“Customers come to us primarily for
unique craftsmanship, quality and variety.
Vijaywada clients are high net worth
customers – they want designer jewellery,
not regular jewellery. They prefer diamond
jewellery with coloured stones and our
customers also like jadau, kundan and
temple jewellery – they are looking for
a blend of modern and traditional,” says
Prashant Jain. Most of their customers are
long-standing customers and new ones
come by word of mouth, as women talk
to their friends and relatives in weddings.
Of Trust and Word of Mouth
Bombay Jewels Paradise clients discuss
about the weight, design and prices and
visit the stores with recommendation
from other customers. “In a small town,
many people know each other and trust
other people’s judgment. But there is also
tough competition. Overall, we have been
working here for many years. During
the pandemic we also faced difficulty of
doing business – it picked up quite slowly.
At present business is doing well,” says
Prashant.
In the near future, the brand is also
planning to export jewellery. “”We are
working towards it. Our success mantra is
good customer relationship and building
trust,” he adds.
26 | october-november 2020 | INDIAN JEWELLER

Govind Dande & Sons, Nashik – The
Most Favoured Jeweller of Nashik
The journey began on February 9, 1927
in Amravati by Late Shri Jaikrishna
Shrikrishna Dande. In 1935, his son Shri
Govind Jaikrishna Dande moved the
business to Nashik. Devyani Dande is the
fourth generation jeweller. The Store in
Nashik today is 10,000 sq-ft in size and is
located in the heart of the town.
GDS was the first
brand to introduce zero
deduction policy in
Maharashtra. “Earlier,
when a customer would
come to exchange old
jewellery for new, almost
all jewellers would deduct
certain percentage of gold
weight even if the product
is bought from their own
store. We were the first
ones to do away with this,
as we saw that customers were unhappy.
We were also the first ones to start using
Cartometer in Nashik,” adds Devyani. It
was introduced in 2004 and brought in a
lot of transparency in transactions. Today
the brand enjoys a turnover of Rs 150 Cr
from a single store.
Serving up Quality & Unique
Experiences
Customer experience is one of the main
USPs of the brand. In Nashik, people
trust the appreciation that gold gives
them and whatever savings they have,
they prefer investing it in gold. “Our
customers are mostly homemakers who
buy good quality mangalsutra, earrings,
bangles – which are quite heavy and
strong so that they can be used for daily
wear. They are influenced by regional
actors who come in TV serials. Many
people ask if we can make a similar piece
for them,” adds Devyani.
Smaller towns have geographical and
demographic constraints.
“If a mother comes and
buys jewellery from us, her
daughter who is married
and lives in a bigger metro
will probably buy from a
corporate-run chain store
and that is a constraint
for us,” she says. However,
the small knit community
more than makes up
for it. “We also know
that our long standing
customers will come to buy from us. We
have families who buy from us since last
70 years or so.”
Late Shri Jaikrishna
Shrikrishna Dande - Founder
The Sheer Love for Gold
Despite the increase in rate – in terms of
volume, people in Nashik are buying gold
jewellery like in the past. “Gold has give
30-33 per cent returns in one year and
that is why the jewellery business is doing
well. Also as size of weddings has been
curbed due to Covid19, families want to
invest in gold. They give the newlyweds
more gold instead of spending on other
wedding arrangements,” informs Devyani.
We have period coins
nearly 700-800 years old
at the store for customers
to see and we have also
maintained jewellery
making tools used by my
great grandfather and this
makes us unique. Visiting
store often is an educative
and entertaining experience
apart from buying jewellery
– therefore people look
forward to visit our store
Devyani Dande, Director
Staff like Family
For GDS, its employees are everything.
“We usually look at our employees as our
assets. When lockdown was declared, we
bought food supplies for our employees
for the next three months till June-July.
We did not have any layoffs, it is unethical
to lay off people during a crisis.”
INDIAN JEWELLER | october-november 2020 | 27

The Big STory
Radhika Jewellers,
Gandhidham,
Gujarat – Exclusive
Jewellery for
Exclusive Clients
Our clients are well
informed and they
demand the topmost
designs. In bigger cities,
customers are more
traditional in their
preferences, whereas the
high net worth clients
from Gandhidham are
more exclusive and prefer
finest designer jewellery.
They come to buy only
after gathering lot of
information
Anil Thacker, Owner
The business began in the 1980s by Shri
Pratap Thacker, today the family owns
an exclusive store in Gandhidham. In the
beginning, the brand was more focused
on gold and silver jewellery. About 20
years back, they entered into diamond
business which is also doing well. “I have a
manufacturing unit in Mumbai and loose
diamond unit in BKC. I have high end
clients in South Mumbai and Walkeshwar.
So I know what is selling in bigger metro
cities, so I offer similar kinds of jewellery
in my store in Gandhidham as well,” says
Anil Thacker.
Elevating the Design Experience
As clients started demanding high-end
designer jewellery, the brand started a
designing unit. “We keep high quality
diamonds and stones, so our clients know
that even in a small town they will get
the best quality diamonds like any other
metro in India. Our clients are well
informed and they demand the topmost
designs. In bigger cities, customers are
more traditional in their preferences,
whereas the high net worth clients from
Gandhidham are more exclusive and
prefer finest designer jewellery. They
come to buy only after gathering lot of
information ,” says Anil.
Doing Business in Gandhidham
According to Anil, the biggest challenge
is inventory – every 15 days, customers
come in to demand something new – so
one needs to show them something new
every time they walk in to the showroom.
Maintaining a constant flow of new
inventory each time is a challenge. “But
generation after generation, the clients
buy from our store – we have to cater to
the preference of the earlier generation
and the youngsters as well. We have to
have a mix and match of variety. We have
to work towards retaining the younger
generation as our client as well.”
Fighting all Odds
The pandemic has surely affected
business. The store connected with its
customers over video calls. “We specialise
in very high end jewellery. Many people
know about our unique designs and trust
that we will always give them something
unique unlike any other jeweller in the
region. So we have to watermark our
photos, so that they don’t get copied.
Even customization direction is given
over phone call and video calls. We have a
lot of satisfied customers. Business is quite
good now,” informs Anil.
Currently, the store is a small space. “We
are coming up with a two-three storey
building and we will operate from there.
Some or our clients want privacy – they
don’t want others to know what they
are buying. We are thinking of opening a
store in Mumbai also,” he says.
28 | october-november 2020 | INDIAN JEWELLER

A.Shankara Chetty
& Sons, Mysore,
Karnataka –
Upkeeping Tradition
& Quality
jeweller to the Royal family of
A Mysore, A.Shankara Chetty & Sons
was founded in 1925 by Shri A. Gopala
Chetty. One of the oldest establishments
of Mysore, today, from a small 500 sq-ft
space, the store has expanded to 5000 sqft
with five floors. The brand has to its
credit for pioneering the gandaberunda
jewellery designs for the royal family of
the Mysore Maharaja & specializing in
a wide range of monarch commissioned
jewellery.
Thinking Big
In 1992, when the whole jewellery
trade was quite traditional, A.G. Krishna
Murthy, the founder’s son went abroad
to study the jewellery trade practices and
transformed the showroom based on his
learnings. “He also changed the exchange
policy to ‘no-questions-asked’ and offered
100 per cent value of gold for exchange.
That brought in a huge leap in business,”
informs Adarsh K Murthy, a fourth
generation in the family business. In those
days, when hallmarking was nonexistent,
the store would guarantee to its clients
that they can exchange jewellery bought
from their store at any other store in
Mysore at full value. Other jewellers too
were sure that anything bought from ASC
is going to be pure.
Adorning Great Grand Mothers to
Grand Daughters
A lot of second and third generation
customers come back to ASC because
of the trust factor. “We see to it that we
offer our customers the best. We don’t cut
corners in keeping our customers happy.
Above everything, I look after my staff
as my family – when staff is comfortable,
same treatment is given to the consumer
as well. I think we are also one of the few
jewellers to have a separate counter for
men’s jewellery, with pens, watches, etc.
We offer a new range of products every
three months,” adds Adarsh.
Mysore – A Place of Fine Taste
The consumers of Mysore want fancy,
latest high fashion jewellery is preferred by
most clients. “Till now, consumers never
used to bargain in our store. Chain stores
offer a lot of discounts and encourage
bargaining, so many people have started
exhibiting similar behaviour in our store
as well. We too therefore had to give in
to their demands with time,” says Adarsh.
Buying decisions are based on word
of mouth – though ASC spends on
social media, hoardings and all other
advertisements but sales happens mainly
by word of mouth. “We believe in the
effectiveness of print media as well,
though it is expensive consumers respond
to these advertisements. In cities, till the
age of 35 people do not want to invest
too much money in gold. They would
rather spend their savings on fancy mobile
phones, gadgets, cars etc. In small towns, it
is not so. People want to invest in gold
because they know gold will be profitable
for them in the long run.”
A city like Mysore is saturated. The
younger generation has moved out to
Bangalore or other metros. “There are
many jewellery showrooms in Mysore
today. That is the major challenge at
present. We are traditional jewellers and
so we offer hand-made jewellery with
intricate designs, nakshi work etc. so our
cost of production is high, but corporaterun
jewellery stores have machine made
pieces which all look the same and are
light weight and cost of production
We see to it that we offer
our customers the best.
We don’t cut corners in
keeping our customers
happy. Above everything, I
look after my staff as
my family – when staff is
comfortable, same
treatment is given to the
consumer as well. I think
we are also one of the few
jewellers to have a
separate counter for men
Adarsh K Murthy,
Managing Director
is much lesser. When I explain this
to some new customers, they don’t
understand it.” However, Mysore has its
advantages – people still like to walk in
to owner-driven stores than chain stores
because there the promises are not kept.
“Sometimes a salesman from a larger
chain store promises something which
cannot be honoured because of his or
her lack of knowledge of their company
policy,” informs Adarsh.
INDIAN JEWELLER | october-november 2020 | 29

The Big STory
the time to consolidate
and optimize ourselves
and hold on to our
business – the pandemic
has taught me to think
inside-out. What I have
learnt from my father
and grand father is be
honest to the customer.
We have to do right, sales
will follow. Many jewellers
compromise with quality
in order to strike a deal.
We do not do that
Dipankar Jain, Director
Nikkamal Jewellery House, Ludhiana, Punjab –
Synonymous with Best Quality Jewellery
In 1870, Late Shri Jamnadas Jain Saraf
Ji along with Shri Nikkamal Jain Saraf
Ji founded Jamnadas Nikkamal Jain Saraf
Pvt. Ltd. Under the leadership of Late Shri
Hira Lal Jain Ji, the brand grew manifold.
In 1992, in a bid to expand, a new
venture Nikkamal Jewellers was initiated
at The Mall Road in Ludhiana. Carrying
forward the 150 year old legacy are Shri
Chanderkant Jain and son Dipankar Jain,
with a brand new addition, Nikkamal
Jewellery House. Back in
the day, when jewellery was
only made to order based on
client’s preferences, Nikkamal
Jewellery House was among
the first few jewellers to display
jewellery and people would
select and buy whatever they
liked. So, thinking ahead of
times was one of the founding
principles of the brand.
Late Shri Hira Lal
Jain Ji
Taking Customer Relationship to the
Next Level
What sets Nikkamal Jewellery House is
the trust that it has built with its clients
over generations. “We have kept the best
variety of designs. Our clients know what
the best is and they know we will have
it for them. The average consumer in
Ludhiana looks for personal attention. In
tier 2 and tier 3 cities people want full
attention of the sales staff – they want
store owners to cater to their needs.
Social media influences buying decisions
big time,” informs Dipankar Jain, a 7th
generation jeweller.
No Compromise, Only Honesty
In Punjab, customers want gold and
kundan than polki and diamond. Though
things are looking much
better, business is yet to reach
the pre-Covid level. “We are
on the road to recovery. Value
wise business has reached
the same level. As scale of
weddings has reduced, this
money spent on weddings
and that money is being spent
on jewellery,” adds Dipankar.
After the pandemic, all
expansion plans are currently
on hold. “This is the time to
consolidate and optimize ourselves and
hold on to our business – the pandemic
has taught me to think inside-out. What
I have learnt from my father and grand
father is be honest to the customer. We
have to do right, sales will follow. Many
jewellers compromise with quality in
order to strike a deal. We do not do that ,”
affirms Dipankar.
30 | october-november 2020 | INDIAN JEWELLER

ANS Jewelry, Salem, Tamil Nadu – Winning
Clients through Customisation
ANS Jewelry was founded by Late
Shri AR Balasubramania Chettiar
in 1928. From a humble beginning of a
500 sq-ft store in the old bazaar street,
the brand has grown manifold, and has
a sprawling showroom in Swarnapuri, a
high street fashion destination in Salem.
ANS Jewelry, started with two floors,
expanded with a third floor exclusively
for diamond jewelry satisfying all ages. It
is also one of the first brands to start 916
Hallmarked jewellery in the state of Tamil
Nadu. Today under the able guidance of a
steadfast management team, the brand has
become a household name in Salem and
neighbouring destinations, when it comes
jewellery. ANS Jewelry is also one of the
very few stores in Tamil Nadu to only sell
certified diamonds.
Standing for Uniqueness
“If consumers want something unique,
they come to our store. We don’t believe
in mass produced jewellery. We only have
unique, handpicked, designer jeweller,”
says Amruth Kumar, one of the partners.
In Salem, jewellery buying is a family
affair and people’s tastes are evolving.
“Earlier there were standard designs like
kasu mala and manga mala, now there is
so much on social media and customers
come asking for different designs and
Pinterest is one of the major influencing
mediums, ” quips Amruth.
However, the mindset is still traditional.
“People are not very experimentative
here like in Bangalore and Chennai
but the relationship with owner and
customers are one on one. We are able to
give personal attention to all our clients,”
says Amruth.
Customisation is Key
The brand has always believed in
customisation. “We have a catalogue
model, where we show designs and
then custom make it as per clients’
requirements. Customers from outside
Salem also come to us for custom made
jewellery,” says Amruth. The concept is
unique but very use friendly – customers
can send their favourite designs through
a contact form to the jeweller. Based on
the idea, the store will send them back
sample designs. After reviewing the
designs further, the jeweller begins with
the manufacturing process.
If consumers want
something unique, they
come to our store. We
don’t believe in mass
produced jewellery.
We only have unique,
handpicked, designer
jewellery. Earlier there
were standard designs,
now there is so much
on social media and
customers come asking
for different designs
and Pinterest is one of
the major influencing
mediums
Amruth Kumar, Partner
INDIAN JEWELLER | october-november 2020 | 31

Special Feature
Manufacturing Jewellery in the Era of Pandemic
Manufacturers
Meet spike in DeManD
against all ODDs
The Indian jewellery manufacturing fraternity is resilient
and amidst a surge in Covid 19 cases in some states, lack
of skilled artisans, liquidity issues and economic downturn,
they are ploughing through the crisis to meet the ongoing
festive and wedding demand
Courtesy: Boodles
38 | october-november 2020 | INDIAN JEWELLER

Ten Months after Coronavirus –
Are Manufacturers back on their
feet? How is the demand, by
what percentage has sales increased?
Are the karigars back? Is the situation
as expected or better – what are some
of the irrevocable changes that they are
experiencing post Covid 19? How are
they doing on liquidity? What are some
of the demands they are witnessing from
buyers?
From zero business in March, to
grappling with the difficulties the
pandemic had thrown at them, to slowly
reopening while facing liquidity issues
and dearth of karigars and now, trying to
meet the surge in demand due to ongoing
wedding season, jewellery manufacturers
have come a full circle.
The strict lockdown prevented
Anand Shah Jewels
manufacturers from opening their
units to complete orders taken before
lockdown, thereafter post Dussehra as
demand for jewellery increased rapidly,
they were flooded with urgent orders – as
all retailers wanted to re-stock their stores
with new inventory. And this was when
karigars had gone to their villages and
were reluctant to report to work despite
monetary incentives.
Dearth of Karigars
Informs Anand Shah of Anand Shah
Jewels, Mumbai, “There is an acute
shortage of karigars. Many are still in
their native place in Bengal. It is therefore
difficult to fulfill orders with less staff.
We are trying our best, we are working
overtime and somehow managing to
do justice to the orders we have got.”
Some karigars have reported to work
and this has eased the workflow to some
extent. However, with the second wave
of Covid19 approaching menacingly, the
future once again seems bleak. Bridal
jewellery orders have started coming in.
“At present we are combining temple
jewellery in bridal sets. We haven’t
reduced grammage or weight despite
the pandemic. We did face some worker
issues while fulfilling orders in time,”
informs Meghal Shah, Sparkling Gold.
“At one point of time, the demand was
There is an acute
shortage of karigars.
Many are still in their
native place in Bengal.
It is therefore difficult
to fulfill orders with less
staff. We are trying our
best, we are working
overtime and somehow
managing to do justice to
the orders we have got
Anand Shah, Anand Shah
Jewels, Mumbai
At present we are
combining temple
jewellery in bridal sets.
We haven’t reduced
grammage or weight
despite the pandemic.
We did face some
worker issues while
fulfilling orders in time
Meghal Shah,
Sparkling Gold
INDIAN JEWELLER | october-november 2020 | 39

Special Feature
Some workers are local
and we started work
with the help of these
local workers. Some are
migrants, they went back
to their villages and did not
return even during Diwali –
so they may not come back
now. We have gone ahead
with our local karigars
because export orders had
to be completed
Vikas Mehta, Achal Jewels
People want to buy jadau
jewellery but are afraid
of stepping out of their
houses so at present,
retailers have enough
stock and aren’t placing
new orders. In a month’s
time the situation will
improve
Ankit Lodha,
Jewels of Jaipur
way higher than supply at that time things
seemed quite difficult. Later, as lockdown
rules were eased, things have now got
back to normal,” explains Mehul Solanki,
Solanki Jewellers, Mumbai.
However, jadau karigars are mostly
based in Jaipur where the highest number
of jadau jewellery manufacturers are
located. “We have fulfilled all orders in
time, we had karigars working regularly.
Right now, demand for traditional and
antique jewellery is high,” informs Ankit
Lodha, Jewels of Jaipur. Whereas according
to Amish Kothari of Rosentiques Fine
Jewellery, during July-August procuring
karigars was a big challenge as no one
wanted to report to work because of the
fear of infection. Thereafter, as numbers of
Covid19 cases reduced and Diwali orders
started accumulating, they were able to
get their workers back at work.
“Some workers are local and we started
work with the help of these local workers.
Some were migrants, they went back to
their villages and did not return even
during Diwali – so they may not come
back now. We have gone ahead with our
local karigars because export orders had
to be completed ,” recalls Vikas Mehta of
Achal Jewels Pvt Ltd., Jaipur.
The Challenges in making Light
Weight Jewellery
Jewellery, which looks heavy, is strong,
retaining full purity of gold and yet light
in weight is difficult to produce for any
jeweller. “We are developing special
collections for bridal jewellery – we are
using special technology for the same,”
informs K Srinivasan, Emerald Jewel
Courtesy: Jewels of Jaipur
Industry, Coimbatore. Some jewellers
had a sound plan of action and therefore
were able to tide over all challenges
smoothly. “We are going to launch some
light weight jewellery, at present we are
going as per our original catalogue, which
is quite vast,” informs Bharat Takhtani,
ZAR Jewels. According to Anand Shah,
reducing weight in case of bridal jewellery
– while maintaining all other parameters
constant is always a challenge for any
jewellery manufacturer.
The jewellery manufacturing segment
is perhaps the only segment in the
jewellery supply chain, which works
overtime, in challenging conditions and
yet has to suffice with reasonable profits.
They overcome a lot of difficulties on a
regular basis and with the pandemic these
have just increased.
Jadau jewellery is basically heavy in
weight, because jadau craftsmanship
needs purest of 22 or 24 carat gold and
uncut precious stones, so invariably they
need to be the best quality as they won’t
Jewellery courtesy: Uma Ornaments
40 | october-november 2020 | INDIAN JEWELLER

Jewellery courtesy: Sparsh Jewellers
look as attractive as they ought to. People
aren’t spending much – considering the
pandemic and also gold rate fluctuations
– it has become challenging to make
jadau in light weight – because in essence
jadau needs a good amount of gold.
“We have worked towards making light
weight jadau jewellery. In the near future
as pandemic subsides I hope demand will
improve,” informs Vikas Mehta.
Working amidst the Pandemic
At present, Jaipur seems to be at the
peak of the pandemic. “People want
to buy jadau jewellery but are afraid of
stepping out of their houses so at present,
retailers have enough stock and aren’t
placing new orders. In say a month’s time
the situation will improve ,” says Lodha.
In Jaipur for a long time Coronavirus
cases were at the lowest, since October
they have steadily been increasing. Now,
residents of the Pink City are scared to
step out of their houses. “So even if they
want to buy jewellery they may not want
to take the risk,” informs Vikas Mehta.
There is also the fear of a second wave
hitting in January 2021. Says K Srinivasan,
“The second wave of Covid19 could be
a major challenge. In TN cases are a few,
but if cases increase, the state government
may announce another lockdown – that
could affect our business. We are rushing
with completing all orders because at
present the workers are there and logistics
are in place.”
The fear, however is setting in, as one
hears that in some parts of the country,
state governments have ordered lockdown
once again. It is therefore a reason for
concern as lockdown does affect business
adversely.
As the second wave of Covid 19
pandemic strikes the challenges are going
to be different and difficult once again.
“We specialise in antique jewellery and
that takes time so it is always a challenge
to fulfill orders in time, because of the
pandemic, the pressure is indeed high,”
explains Mehul Solanki. But it is a global
The second wave of
Covid19 could be a
major challenge. In TN
cases are a few, but
if cases increase, the
state government may
announce another
lockdown – that could
affect our business.
We are rushing with
completing all orders
because at present the
workers are there and
logistics are in place
K Srinivasan, Emerald
Jewel Industry
Jewellery courtesy: Uma Ornaments
We specialise in antique
jewellery and that takes
time so it is always a
challenge to fulfill orders
on time, because of the
pandemic, the pressure
is high
Mehul Solanki, Solanki
Jewellers
INDIAN JEWELLER | october-november 2020 | 41

Special Feature
If there is another lock
down, it may not be as
strict as before and they
may order restaurants,
pubs and such places
where density of population
is higher to shut-down.
Lockdown may be
announced during night
and not during working
hours, as the government
too is aware of the effects
of a 24 x 7 lockdown on the
economy
Pramod Mehta, Shine Shilpi
After many months of
no activity, we witnessed
a surge in orders before
Diwali. The number of
orders was almost the
same as last year. This has
kept our spirits high and I
believe that the sentiment
will continue in the near
future as well as the
wedding season is going on
Sumit Kamalia,
Uma Ornaments
phenomenon and one has to accept it. “I
don’t think the second wave of Covid19
will cause any more damage to the
business than the first wave did,” informs
Bharat Takhtani.
Many feel that the second wave may
not be as bad as the first. “This time
however, I feel the lockdown may not
be as strict as before and they may order
restaurants, pubs and such places where
density of population is higher to shutdown.
Lockdown may be announced
during night and not during working
hours, as the government too is aware
of the effects of a 24 x 7 lockdown on
the economy ,” explains Pramod Mehta,
Shine Shilpi Jewellers. The second way of
Covid19 could prove to be a dampener.
Weddings drive Diamond Jewellery
Demand
Post Dussehra, there has been some increase
in sales, though it hasn’t reached last year’s
sales levels, but overall business in Diwali
and post Diwali has been good for many
diamond jewellery manufacturers. “Bridal
jewellery orders have been coming in so
we arranged for karigars to come back
to Mumbai from their villages. We also
arranged for transport for them to reach
the factory. We have been taking all the
necessary pandemic-related precautions
and therefore could complete all orders
in time. We have called in only those
who need to be there at the factory. Our
clients are usually wholesalers – not even
retailers. So our orders are placed over
emails, whatsapp or phone calls. We deal
with few select clients only,” says Dheeraj
Menda of Studio Rêves, Mumbai.
With increase in gold price and many
consumers wanting to buy diamond
jewellery bridal sets before Diwali,
demand has been steady. Says Sumit
Kamalia of Uma Ornaments, Mumbai,
“After many months of no activity, we
witnessed a surge in orders before Diwali.
The number of orders was almost the
same as last year. This has kept our spirits
high and I believe that the sentiment will
continue in the near future as well as the
wedding season is going on.”
42 | october-november 2020 | INDIAN JEWELLER

Jewellery courtesy:
GDK Jewels
Absence of Physical Exhibitions
When shows are cancelled, there is a slight
reduction in demand. “We all understand
the situation. So we have got special
photographs taken of our jewellery and
made a Google drive link which we
share with our trusted clients. These
photographs allow them to choose what
they want and they place their orders,”
explains Anand Shah.
Exhibitions and trade shows have
always boosted businesses – but since
they are not happening there is a some
effect on business. Jewellery unlike other
products has so much craftsmanship and
intricate details and virtual shows don’t
do justice to them, especially with heavy
pieces. K Srinivasan adds “In absence of
bridal jewellery shows, we are reaching
out to our clients virtually – over Zoom.”
Until the Coronavirus cure is found,
it would be difficult for anyone to rest
at ease and virtual trade seems to be
the way ahead. The G & J business has
become more and more challenging
by the day, given the pandemic and the
ever-changing demand-supply equation.
Manufacturers need to brace themselves
to meet several types of challenges.
However, IIJS virtual helped create a
stir in the market. “B2B shows are always
larger than life and give manufacturers
a window to showcase their work. In
absence of such shows, this time no new
clients were added to our clientele ,”
informs Abhishek Raniwala of Raniwala
1881, Jaipur.
Trade shows affect business of
manufacturers greatly. Says Kothari, “Trade
shows are beneficial for networking you
are able to display latest products and
get to know the market better. But we
know that trade shows hold a great risk
of infection and virtual shows do not give
the result of a physical show. People want
to see and feel jadau jewellery .”
What 2021 looks like?
The industry is positive that 2021 will be
better, barring any surprises. It is a given
that the jewellery sector will take its time
to recuperate from the challenges caused
by the pandemic. Thankfully, jewellery
has a stronghold in India’s cultural milieu.
Pandemic or no pandemic, people believe
in the sanctity and security of purchasing
jewellery and what with gold proving
to be the most recession proof asset, the
demand will only continue to increase
from here on. Having said that, jewellers
need to make a concerted effort in
making changes to the design, so as to suit
the shift in consumer mindset. Affordable,
aesthetically appealing jewellery will be
the norm going forward.
Trade shows are beneficial for networking and
you are able to display latest products and get
to know the market better. But we know that
trade shows hold a great risk of infection and
and at the same time, virtual shows do not
give the result of a physical show. People want
to see and feel jadau jewellery
Amish Kothari, Rosentiques Fine Jewellery
Bridal jewellery orders
have been coming in so
we arranged for karigars
to come back to Mumbai
from their villages. We also
arranged for transport for
them to reach the factory.
We have been taking all
the necessary pandemicrelated
precautions and
therefore could complete
all orders on time. We have
called in only those who
need to be there at the
factory
Dheeraj Menda,
Studio Rêves
B2B shows are always
larger than life and give
manufacturers a window
to showcase their work.
In absence of such
shows, this time no new
clients were added to our
clientele
Abhishek Raniwala,
Raniwala 1881
INDIAN JEWELLER | october-november 2020 | 43

Special Feature
Kishandas & Co Precious People Campaign - Archana Kumari, Rani of Badnore, wearing the Kishandas classic cultured pearl
string enhanced with a pendant in diamonds and emeralds and a pair of pearl studded bangles (left). Stylist Eka Lakhani
adding preciousness to her white, power suit, she wears a very traditional chand bali and statement ring (Right).
Branding & Advertising
Selling through
Meaningful MeSSageS
If you want your consumers to identify with your product
and your advertising campaign to stand head and shoulders
above the rest, here are some insights from industry experts
and advertising veterans says R Sugandha
44 | october-november 2020 | INDIAN JEWELLER

Khimji jewellers Tyohaar Roshni Ka campaign
Advertising campaigns help to
create a brand image in the minds
of consumers. Brand building is an
art and a tedious task – it needs experience
and deep-rooted understanding of
the client, product, target consumer,
competition and above all a dedicated
effort. The final advertising campaign is
many notches above creativity – which
forms the core. The ultimate campaign
involves ceaseless pursuit of excellence
and a focused vision to build the image
of the brand. “In a gamut of jewellery
brands, Indian and foreign; it is important
to carve a niche and advertising
professionals strive to re-establish the
connect of the jewellery brand with the
elite class. Jewellery ads have to be target
oriented. They have to cater to a definite
class – and communicate with them,”
explains Pratiksha Prashant of Kishandas
& Co, Hyderabad.
A Strong Social Message
Many recent advertisements carry a
social message – like religious equality,
eco-friendliness, equality of women et al.
“Buying jewellery is a tradition and part
of Indian culture – Indians love to flaunt
best designer jewellery from chic to ethnic
-- we see buyers demanding the very
best,” informs Pratiksha. If advertisements
carry a social message – consumers are
likely to remember the brand for a longer
duration – brand retention is better when
there is a meaning and touching message
It is important to carve
a niche and advertising
professionals strive to
re-establish the connect
of the jewellery brand
with the elite class.
Jewellery ads have
to be target oriented.
They have to cater to
a definite class – and
communicate with them
Pratiksha Prashant,
Kishandas & Co
Reliance Jewels highlights Odhisha’s
heritage in new campaign
INDIAN JEWELLER | october-november 2020 | 45

Special Feature
OPINION
One thing that over three decades of my experience in the
world of advertising has taught me is that advertisements
are meant to sell a product or create a brand image in the
minds of consumers. It is not a medium for social change or
societal reform. It is directed at selling a product and only that
is important. Advertising cannot double up as a vehicle for
social activism – there are
many more effective ways to
do that.
Advertisements are For instance, in the Tanishq
meant to sell a product, advertisement, I felt they
they are not the means should have concentrated on
for bringing about
the design aspect, purity of
social change
gold and quality of diamonds
Bharat Dabholkar, Ad and it is a Tata brand – which
Guru, known widely for stands for honesty and trust.
his creative Amul ads They could have brought
that out, instead they tread
on hot coals. So much that
they had to pull down the
advertisement. It is such a
colossal waste of resources.
Emotional appeal is fine
in an advertisement so
long as those emotions
highlight qualities of the
product. If they don’t, avoid
harping on them. One thing
that every advertiser and
advertising professional
must understand is that
you are in the business
of selling a product and then a brand to your target
consumer. The consumer must be able to differentiate your
product and brand from your competitors. Aspects that
advertisers can appeal to: wit, intelligence, rational thought,
knowledge, wisdom, empathy, emotions, among others. Your
advertisement must talk about the product or brand and
not about anything else. Nothing else matters. Be focused
and your advertisement will stand out as one of best in the
industry and so will the product.
that an advertisement provides – explains
a spokesperson from Tanishq.
Sadly, not many people with vested
interests appreciate this thought and want
to pull down a major brand based on their
personal biases.
Selling the Concept
Advertising is the cornerstone of every
good business. Innovative strategies
will always work to the advantage of
jewellery retailers. Says Akshay Verma
of Verma Jewellers, Himachal Pradesh,
“We at Verma Jewellers have come up
with a unique campaign; it is called
a Golden Bond – it is a bond between
customer and Verma Jewellers. We have
approached some of our customers to
endorse our brand – we are not taking
professional models. These womenfolk
are from different backgrounds and fields
of work – ranging from housewives,
teachers, professors, industrialists, doctors,
researchers, social workers, politicians,
46 | october-november 2020 | INDIAN JEWELLER

Weddings by Khazana campaign
Inform your clients of
your work, the effort
and thought which has
gone into making this
type of jewellery and
what it stands for. We
all want to convey a
certain message to the
audience, so an effective
advertising campaign
should do that
Rajesh Kalyanraman,
Kalyan Jewellers
Verma Jewellers’ Golden Bond Campaign hoarding at Solan, Himachal Pradesh
Kalyan Jewellers collaborated with
Actress Ritabhari Chakraborty for
Mahalaya to target West Bengal
working women, etc. all of them are our
longstanding clients.” They are decked up
in jewellery from Verma Jewellers, with
matching attire, professional makeup,
and at a proper outdoor location,
photographed by professional personnel
and their views form part of the campaign
– they are the face of Verma Jewellers.
These advertisements were put up on
large hoardings at prominent locations.
“We have about 20-25 such clients,”
informs Akshay.
Reach out to consumers
Jewellery is for everyone, when you look
at an advertising campaign you must feel
INDIAN JEWELLER | october-november 2020 | 47

Special Feature
We at Verma Jewellers
have come up with a
unique a new campaign;
it is called a Golden Bond
– it is a bond between
customer and Verma
Jewellers. We have
approached some of our
customers to endorse our
brand – we are not taking
professional models
Akshay Verma,
Verma Jewellers
Verma Jewellers Golden Bond Campaign
Tanishq Ekatvam campaign
relatable to the idea. Informs Pratiksha,
“Precious Women was a unique concept
where we focused on women achievers
from various fields – who have managed
to stay away from limelight. It was our
way to celebrate ‘woman power.’ We
did that in Delhi, now we are planning
one in Mumbai and Hyderabad and
also other cities in India.” This campaign
was jointly conceptualized with Anshu
Khanna from Delhi. According to Anshu,
“We wanted all women to understand
that these achievers are like them – they
too can achieve their dreams. Jewellery
was a vehicle by which we thought of
celebrating the work of these women.”
The selected women were asked to
wear their own clothes – no special
costumes were requested and they chose
their own jewellery – they were not
bedecked with any deliberateness. They
had to retain their individuality.
Originality touches a chord with the
masses like nothing else does. One has to
recognize that to do good work – one just
has to have dedication and purposefulness
--- everything Kishandas & Co. stands for;
a brand image is built without stating the
obvious. “Now that is good advertising,”
says Anshu.
Uniqueness makes a Statement
In this mundane world everyone is
awaiting for something unique – out of
the ordinary. And sometimes the answer
to launching a unique collection lies in
the history of the land. India is home
to several cultures and traditions – it is
here that in its uniqueness one discovers
a commonality – again which is truly
uncommon! Hidden amidst the paradoxes
of this statement is a simple thought that
while launching a collection – jewellery
retailers can draw inspiration from their
land. “When we launched the special
festive and bridal jewellery collection we
weren’t sure of the response we would get
– because it draws inspiration from Indian
tradition. We were astounded with the
response from all across India,” informs
Rajesh Kalyanraman of Kalyan Jewellers.
The latest Kalyan Jewellers’
advertisement was well received – what
appeals to the subconscious is its inherent
Indianness – Indians relate to it because it
is a part of their tradition, while foreigners
who are seeking uniqueness are smitten
by its ethnic appeal which they find
irresistible. All in all, is a winning deal for
any jeweller. “Inform your clients of your
work, the effort and thought which has
gone into making this type of jewellery
and what it stands for,” explains Rajesh.
Good advertising, firstly, looks at
the target audience and what is their
aspiration, when is the advertisement
to be launched – based on these the
campaign is structured. How can this
audience be addressed through the
advertising campaign? “We all want to
convey a certain message to the audience
so an effective advertising campaign
should do that,” explains Rajesh.
48 | october-november 2020 | INDIAN JEWELLER

Special RepoRt
Diwali Report
Industry BaskIng
In dIwalI Cheer
Diwali sales has brought a shine on the G & J business as
retailers have begun booking good profits for the season. Here’s
what retailers have to say
50 | october-november 2020 | INDIAN JEWELLER

time also sale was nearly the same. “Gold
jewellery sale was surely higher than that
of diamond jewellery. We have buyers
who had come in with precise plan to
buy what they wanted. They don’t come
merely to look at designs or what is on
offer,” explains Subhas Kamath, Abharan
Jewellers, Udupi.
During Diwali many stores had good
sales. There was demand for heavy
bridal jewellery, and on the occasion of
Dhanteras demand was on an all-time
high. “Returns on investment is what
many buyers look for in buying jewellery
– that is why people prefer gold jewellery
and not so much of diamond jewellery,”
informs Ram Gurmukh Singh (Ram)
Neelkanth Jewellers, Bengaluru. People
are stepping out and buying jewellery of
their choice they are no longer resorting
to checking online catalogues and virtual
try-ons. They prefer the touch and feel,
when it comes to buying high worth
jewellery. The scene is definitely looking
brighter.
Due to rising price of gold, people
bought jewellery as per their preference
and their respective budget. All over the
nation, people’s earnings have suffered,
therefore the demand is there but it is yet
to reach pre-Covid19 days. “Grammage
wise sale was less. During the last few
months sale was practically nil, so as
compared to that situation was better.
Earlier, sale was just 30 per cent of the
usual sales at present it is nearly 70 per
cent of usual. There is a clear increase in
Gold jewellery sale was
surely higher than that
of diamond jewellery.
We had buyers who had
come in with precise plan
to buy what they wanted.
They don’t come merely
to look at designs or
what is on offer
Subhas Kamath,
Abharan Jewellers, Udupi
After several months of no activity,
retailers are finally seeing some
respite, thanks to festive cheer.
People have bought jewellery during
Dhanteras, owing to all the pent up
desire to shop. Dhanteras, one of the most
auspicious days in a year to buy gold and
other precious metals booked good sales
in various parts of the country.
Sales as good as previous years
As compared to last year’s Diwali, this
Returns on investment
is what many buyers
look for in buying
jewellery – that is
why people prefer
gold jewellery and not
so much of diamond
jewellery
Gurmukh Singh (Ram),
Neelkanth Jewellers,
Bengaluru
INDIAN JEWELLER | october-november 2020 | 51

Special RepoRt
Grammage wise sale was less. During the last few months sale was
practically nil, so as compared to that situation was better. Earlier, the sale
was just 30 per cent of the usual sales and at present it is nearly 70 per cent
of the usual. However, one would say it is yet to reach pre-Covid19 days
Pankaj Khurana, Khurana Jewellers, Amritsar
sales. However, one would say it is yet to
reach pre-Covid19 days,” Pankaj Khurana,
Khurana Jewellers.
Diwali brought out the zest from the
masses who were forced to remain indoors
as they stepped out to flaunt the best of
their clothes and jewellery. The recent
lockdown had prevented them from
spending as per their choice and they went
all-out during Diwali. “During Diwali
season, sale of jewellery both gold and
diamond jewellery was fantastic. A lot of
purchases were for high value jewellery.
On Dhanteras we had close to 40 percent
hike in sales. We hadn’t anticipated that
this year’s sale would exceed last year’s sale
during the same season. We thought sale
during Diwali would increase by 20-30 per
cent of sales in the months prior to Diwali.
But it exceeded all our expectations.
People bought heavy gold jewellery while
some purchased light weight jewellery as
well,” informed Ankur Anand, Harsahaimal
Shiamlal Jewellers, UP.
Gold rush
Demand for diamond jewellery picked
up too, but still, it was not anywhere close
to gold jewellery demand. According
to Vicky Badera, Panchkesari Badera
Jewellers, Bangalore, “During the four
days of Diwali we saw the best sales
happening in recent times, since the
pandemic struck. Demand for gold – both
heavy jewellery, coins and light weight
items was high.” Gold jewellery buyers
are sure of the fact that in the long term
prices will surely increase – though some
fluctuations are likely in the near future.
People are cashing in on this belief.
52 | october-november 2020 | INDIAN JEWELLER

During the four days of Diwali we saw the best sales
happening in recent times, since the pandemic struck.
Demand for gold – both heavy jewellery, coins and light
weight items was high
Vicky Badera, Panchkesari Badera Jewellers, Bangalore
Demand for bridal jewellery
on the rise
Says Mansukh Kothari, Vasupati Jewellers,
Mumbai, “In the next six months a lot of
weddings have been scheduled. Since the
size of weddings has come down, due to
restrictions on inviting number of people
for weddings; families are keen to invest
in bridal jewellery – heavy gold jadau
and diamond sets are preferred. Today’s
bride does not want to compromise on
size of high value jewellery. They insist on
elegant designer, exquisite jewellery sets
in gold and diamond. Since many families
have been able to cut down on a lot of
extravagant expenses during lockdown,
families too can afford to spend more on
jewellery.” According to Hemant Shah,
marketing guru, “People wanted a respite
from the lockdown, retailers have to make
the most of this situation by showcasing
choicest of inventory so that they bag as
many sales as possible. Sales personnel will
have to gauge correctly what the client
wants and show that so that every walk-in
customer buys something or the other.”
Gold is by far the best investment option
available, the masses trust this fact and
this presents retailers with an excellent
opportunity to strike a deal.
Despite the fact that the second
Covid-19 wave induced lockdown can
be announced anytime soon people are
walking the streets freely, as if to make
the most of the few days of freedom,
before lockdown is announced in their
respective cities.
INDIAN JEWELLER | october-november 2020 | 53

Tech MaTTers
Meghna Saraogi Founder & CEO of mirrAR
Making the
industry ‘ar’ savvy
Every crisis gives birth to many opportunities
and this pandemic has turned agnostics into
believers of technology, thanks to enablers
like mirrAR. Meghna Saraogi, Founder & CEO
talks about why retailers should adopt AR
and throws light on some of mirrAR’s latest
solutions
An industry which has been
traditionally laid back when it
comes to technology has embraced
the same in full swing post Covid 19. Every
crisis gives birth to many opportunities
and this pandemic has turned agnostics
into believers of technology. mirrAR,
Indian fashion tech startup StyleDotMe’s
Augmented Reality technology, has
revolutionised the jewellery industry by
enabling virtual try ons in real time. With
a strong client portfolio consisting of 200+
jewellers like Tanishq, Kalyan Jewellers,
Senco, HazooriLal Legacy, etc. across 45+
cities, mirrAR is now even ready to enter
the global market.
Recently, understanding the industry’s
need for a more specific solution, mirrAR
launched WebAR. The website solution
solves the age old problem of not knowing
what the actual product will look like or
how the customer will feel after an online
purchase. In case, jewellers do not have a
website, this feature 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 & Sawansukha trust the brand for
their business needs.
What is WebAR?
With WebAR, jewellers can enable virtual
try ons for their jewellery, which makes
the customer sure of what he’s investing in,
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! 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.
Some of the features & benefits
include:
Virtual Try-Ons: It’s not just about the
scroll on the website anymore. Virtual tryon
enables customers to try-on jewellery
pieces on the website in real time.
Reduced Return Rates: Customers can
now experience what it feels like to own
a product even before they pay for it. This
surety builds trust & reduces return rates.
Data Analytics: Jewellers get access to
details about maximum selected product
items, highest wish-listed product item,
preferred product category and more!
Full Control: Get access to a dashboard
which allows you to add & manage your
digitised Inventory, pricing, security features.
CAD Try-On: Our tech supports CAD
and hand-sketches. Add designs to the
54 | october-november 2020 | INDIAN JEWELLER

website, let people try-on virtually & then
take orders to manufacture.
Safety & Security: Data integrity is
of utmost importance! Each step from
signing up to the credentials to adding and
managing inventory is 100% secure.
Youngsters want customized jewellery
– how can WebAR help with that?
If a customer sees a product in ruby
and wants the entire piece in emerald, it
is impossible for a retailer to get the entire
set manufactured in emerald. At present,
through AR you can change the colours
and gold can changed from yellow gold, to
rose gold or white gold. Jewellers may not
necessarily have all these types in their store
in physical inventory – but AR gives them
time to procure it and send it to the client.
AR can bridge this gap.
Does AR lead to actual sales and
how can it be made cost effective for
jewellers?
There is some occasion for which one
wants to buy jewellery – even if it is not
an urgent need. It could be one of those
social media popups and you get intrigued
by AR and want to see how it looks on you.
There are two parts to buying – it allows the
customer to experience trying on jewellery
virtually, that eventually lead to sales. A
customer wants to buy when there is a real
occasion – jewellery shopping is usually
not impulsive. In case of fashion jewellery
however, AR boosts sales greatly – because
it is affordable and can be done.
Not many jewellers have their own
website. We have a simple way wherein
jewellers can put all their inventory onto
our software and we can upload their banner
and they are good to go. It is like their own
virtual store. They need not have their own
website. The costs are quite nominal from
Rs 2000 to up to Rs 5 lakh a month. So
the range of AR products we offer are many,
from small time jewellers to big ones all can
avail whatever they want.
A lot of the buying decision also
depends on the weight, touch and feel
factor. How can your solutions bridge
this gap?
At present, the only hurdle is that we are
not able to give the weight experience in
AR – but later on in newer versions that
we working on we can add in the weight
of each piece and how much weight a
woman’s ears will actually have to bear. At
present we can show how big or small the
earrings look – that gives customers a fairly
good idea about the weight as well. There
will always be a thin line between real and
virtual. At present we are trying to bridge
the gap as much as possible.
What does a retailer need to have to
in order to use AR effectively and stay
ahead of the curve?
Online presence is a must for every
jewellery retailer—especially in the post
Covid 19 world. A retailer can survive only
if he has an online presence. Geography
should not be constraint for a retailer – the
world should be his client – he can achieve
this only if his website offers ecommerce
options. In fact, today even if he can reach
out to customer located just two lanes away
it is good for any jeweller.
Brands across the world are working on
various technologies to bring jewellery
buying onto smartphones or laptops. The
younger generation who will now start
shopping for jewellery has a short attention
span. It is therefore extremely important to
allow the customer a near real experience.
Customers should be able to view your
store online – checkout all the inventory
and only then will they even consider
walking in to the store.
There’s an assumption that very
expensive jewellery cannot be sold over
AR – could you please bust a few myths
surrounding AR?
I agree, if someone wants to buy bridal
jewellery s/he may not buy it with the
click of a button without actually seeing or
touching the jewellery in real time – because
of the high cost involved. All the same, a
bride can wear her bridal lehenga at home
and she can virtually try on as many bridal
jewellery sets as she desires. So she knows
exactly which set looks best with her bridal
outfit. If a customer can browse inventory
from 5-6 different stores in the area --- try
on the different jewellery pieces and then
compare prices etc and make the right
buying decision, it is going to bring in more
satisfaction for a customer. A customer can
shortlist the jewellery she likes by adding it
to her wishlist– and when she goes to the
store – she can see only those many pieces
and buy jewellery in lesser time.
For everyone who thinks that AR can
make immediate sales – it doesn’t work
that way – AR helps generate many strong
leads. AR is a strong tool to increase sales
which helps create a world-class experience
for your customers. It can make customers
decide what they really want to buy. You are
able to create a strong lead in lesser time. AR
is not a toy or technological gimmick; it is
a very strong tool that helps build sales with
regular use. It is beneficial to store owners
who need not have physical inventory
in their store – they just need to upload
all the designs onto the AR software and
allow customers to browse through a wide
range of products and when they actually
place the orders – they can procure those
pieces and despatch them. It saves a lot of
capital investment. AR enhances your brand
image, gives your customers a wide range
of inventory to choose from and helps you
save up on capital investment as well. AR,
therefore is a strong tool and a must in this
day and age for every jewellery retailer.
INDIAN JEWELLER | october-november 2020 | 55

Show RepoRt
IIJS Virtual 2020
IIJS VIrtual SetS New
record IN StreNgtheNINg
g & J INduStry coNNect
IIJS Virtual, the digital avatar of IIJS Premiere, broke the shackles of
social distancing and trade paralysis imposed by the pandemic
The entire gem and jewellery
industry was in hibernation mode
for months on end as Covid-19
had the world under its vicious grip.
Gradually, the industry tried to shake off
the fear and slowly the wheels of business
began to move once again.
Holding a physical trade show of the
magnitude of IIJS Premiere was out
of question as the safety norms had to
be honoured. As demand from various
countries began to trickle in at first,
and then return to near normal, GJEPC
decided to take the virtual route. Initially,
two buyer-seller meets for diamonds and
gold were held successfully.
Grand inaugural
IIJS Virtual witnessed a grand
inauguration ceremony on October 12.
Joining in for the virtual inauguration
was Chief Minister, Maharashtra Uddhav
Thackeray. Sending his best wishes for the
inauguration was Piyush Goyal, Minister
of Railways and Minister of Commerce
and Industry, along with GJEPC office
bearers, staff, associations and thousands
of G & J industry personnel from across
the world.
Speaking on the occasion and
welcoming the virtual gathering,
Chairman, GJEPC, Colin Shah said, “The
Council has been extremely proactive in
various initiatives in the last two quarters,
in the post lockdown time. We have been
working closely with the government
56 | october-november 2020 | INDIAN JEWELLER

The Council has been extremely proactive in various initiatives in the last
two quarters, in the post lockdown time. We have been working closely
with the government both at the Centre and State. Mumbai was allowed
to open export units in May – as Seepz and BDB are important hubs of
export activities in India, we are grateful to State for this timely support .
Colin Shah. Chairman, GJEPC
both at the Centre and State. Mumbai
was allowed to open export units in
May – as Seepz and BDB are important
hubs of export activities in India, we are
grateful to State for this timely support .
We will get back on the path of recovery
during the third and fourth quarters. IIJS
Virtual is a well-thought out initiative by
the Council. We have record number of
visitors.”
Piyush Goyal said, “I am delighted
that best of technology has been used to
showcase the most beautiful pieces of art.
The whole virtual experience is so real,
life like and easy to use, that one feels like
he or she is touching an actual piece of
jewellery. ” Maharashtra CM, Uddhav
Thackeray, expressed his thoughts in the
words: “We are learning to accept a new
lifestyle. We are slowly coming back to a
near normal state of operations. All of us
are facing difficulties and this adversity
has brought us together on this virtual
platform. Jewellery is a common thread
running through all states across India –
it connects all. Mumbai is India’s number
one centre for G & J trading. We intend
to make an Aabhushan Park, and a world
class training institute here in order to
empower young sons of the soil to take
up employment in the G & J industry,”
He promised to extend his support to
I am delighted the best
of technology has been
used to showcase the
most beautiful pieces
of art. The whole virtual
experience is so real, life
like and easy to use, that
one feels like he or she is
touching an actual piece
of jewellery
Piyush Goyal, Minister
of Commerce & Industry
and Railways
Jewellery is a common thread running through all states across
India – it connects all. Mumbai is India’s number one centre for G &
J trading. We intend to make an Aabhushan Park, and a world class
training institute here in order to empower young sons of the soil to
take up employment in the G & J industry
Uddhav Thackeray, CM, Maharashtra
INDIAN JEWELLER | october-november 2020 | 57

Show RepoRt
Planning, execution and
education are the three
key cornerstones of the
show’s success. Meeting
face-to-face at physical
shows and expositions is
very important and must
happen at least once or
twice a year, but virtual
shows are going to be the
future, purely because of
the ease in doing business
from the comfort of our
own offices and homes
Shailesh Sangani, GJEPC,
National Exhibitions
Convenor
further the cause of the G & J sector
and address key issues in order to make
Mumbai, Number One in the world in
this industry.
“The biggest challenges in developing
IIJS Virtual were finding the right partner,
building the architecture based on our
unique requirements, and ensuring ease
of navigation for the visitor. Planning,
execution and education are the three
key cornerstones of the show’s success.
Meeting face-to-face at physical shows
and expositions is very important and
must happen at least once or twice a year,
but virtual shows are going to be the
future, purely because of the ease in doing
business from the comfort of our own
offices and homes ,” said Shailesh Sangani,
GJEPC, National Exhibitions Convenor.
Gold Exhibitors Demand An IIJS Virtual
Show Every Quarter!
Most exhibitors in the Traditional Gold
segment have requested for four Virtual
Shows in a year! The semi-reluctant
participants have overnight turned into
die-hard loyalists of the Virtual format.
Vineet Vasa, Partner, Lotus Jewellery
Creation, Rajkot, revealed that the Virtual
show gave ‘more-than-expected results’.
“We are glad to have got a good response
and the super premium stall booking gave
us an added advantage.” The company
has received a number of queries for
meetings and product viewing, of which
60% are its regular customers and 40% are
new buyers. Hailing the visitor data that
the Council’s system captures daily for
each exhibitor, Vasa notes, “During the
physical shows, getting in touch with new
buyers who leave behind their visiting
cards in our booth is very difficult. In the
Virtual set up, we have staff that contact
them then and there and engage them for
follow ups.”
The younger generation of family
jewellery businesses are more techno
savvy, explains Vasa, and they are not
shy to connect with new vendors at the
show.The company has unveiled nine
collections from Indo-Italian laser filigree
work and CNC diamond-cutting beads
to prêt collections like reversible jewellery,
couple bands, jewellery for men, kids and
more.
Anand Shah, India’s most recognised
gold jewellery artist, reveals that business
on the Virtual platform has been good.
“Volumes were low, but retailers are
buying new gold bridal sets with motherof-pearl
and glass. Sets weighing between
80 gm and 125 gm were in demand. I’m
happy that the IIJS Virtual show has set
the buying season in motion. We have
been getting queries from new buyers
as well, but I’d rather cater to my regular
clients for now. I would recommend a
mix of Virtual and Physical shows.”
Bridal Jewellery Orders Soared At IIJS
Virtual
Weddings and celebratory functions
were cancelled and so were gatherings
and parties. Life began to return to nearnormal
when the imposed lockdowns
were eased. Jewellery retailers in general
have begun reporting sales since the last
one and a half months. At IIJS Virtual, the
bridal and the couture exhibitors were
very active in terms of sales. Bridal sets,
bangles and bracelets, and earrings in
diamonds were in demand. Exhibitors
met new clients, who didn’t shy away
from placing orders for the wedding
season. There was demand for big ticket
sets, and the realisation about the growing
acceptance of the online medium for
selling luxury items is slowly sinking it
among the pleasantly surprised exhibitors.
Dilip Dassani, Partner, Dassani Brothers,
Mumbai, enjoyed the virtual experience.
“The virtual format is less timeconsuming
and extremely productive
with one-on-one meetings and no
diversions.”
58 | october-november 2020 | INDIAN JEWELLER

Dassani pointed out that when visitors
select products and add them to their
wish list, they easily come to know which
categories or designs are getting more
‘likes’. “This, in turn, is helping us to put
in more efforts in a particular product
segment.” The most popular items are
bridal necklaces (ranging from Rs. 8 - 12
lakh) with uncut polkis and gemstones.
Dassani is pleased to receive new visitors
from Guwahati, Chandigarh, Bangalore,
and Chennai.
Hailing it as a superb initiative, Kayvan
Taswala, Partner, Peacemoon Traders,
Mumbai, noted that this show was helping
them get new clientele from Qatar, Dubai
and the remotest of regions in India.
“Visitors had the time to browse through
the displays of each exhibitor during
the preview and the window shopping
helped them zero in on the exhibitors
they wanted to fix meetings with,” says
Taswala. Big, broad diamond-studded
chokers, ranging from Rs.15-Rs.20 lakh
were in demand. Bangles, flexible bracelets
outfitted with diamonds up to Rs.5 lakh
were preferred. “Sales conversions from
new clients were unthinkable for us
through the online platform. The show
has exceeded our expectations.”
Festive Cheer @ IIJS Virtual
The upbeat sentiment among exhibitors
and visitors at IIJS Virtual has lifted the
mood of the entire Indian gem and
jewellery industry. The positive trend
could perhaps continue through the
festive and wedding season and well into
the first quarter of 2021.
“IIJS Virtual is simply fantastic; it’s
magical!” exclaims Abhishek Sand,
Partner, Savio Jewellery, Jaipur. “The
virtual platform is engaging, and a
transformative step for the entire industry.
We have had 600+ visitors so far, and
held 42 meetings. There’s excitement in
the air! Buying is finally happening, and
in good numbers.”
Sand informed that some retailers
are buying a few exclusive pieces for
weddings, and others are interested in
booking orders for daily wear jewellery.
A couple of layered chains made by Savio
have received hundreds of orders. “I
realise that the prêt segment in diamond
jewellery is growing exponentially,” notes
Sand. Coloured gemstones are being
favoured, too. “Thanks to social media
posts by influencers, jewellery that is set
with gemstones really stands out. That, in
fact, gets more number of likes. All types
of gems are accepted in fine jewellery
now, but Zambian emeralds, especially the
octagon shapes, are doing phenomenally
well. The year 2021 will be the year of
coloured gemstones.”
And diamond jewellery was not far
behind in terms of popularity. Shailesh
Sangani, Founder, Priority Jewels,
Mumbai, stated that the show has
garnered decent orders from its regular
buyers, from the South, West and North
regions. “Most preferred our 18-karat
pink and yellow gold collections studded
with diamonds.”
Colour Climbs the Popularity Charts
Exhibitors with creations focusing
on coloured gemstones revealed that
customers were ready to embrace
gems which were hitherto not used
in fine jewellery. Colourful sapphires,
tourmalines, coral and many more are
the centre of attraction. Sakhil Dhadda,
Director, Gem Plaza, Jaipur, says that the
show in terms of visitor data has been
stupendous. “We have had over 500
visitors and received serious enquiries.
IIJS Virtual has given us a good reason
to connect with regular buyers and
meet new ones. Many of our buyers
want something radically different from
our brand – they are buying a few, one
off pieces. We aren’t getting bulk orders,
which is fine.” Top of the charts for Gem
Plaza are cocktail rings and earrings with
affordable price points. “Among our
customers, multicolour sapphires and
morganite are gaining popularity.”
INDIAN JEWELLER | october-november 2020 | 59

Show RepoRt
EXHIBITORS SPEAK
The IIJS Virtual experience was
good. We got in touch with a
lot of new buyers. We got to
showcase our products to a
wide range of interested and
genuine buyers. In two days
we had around 6-8 meetings.
Buyers are definitely displaying
interest, which is a good sign.
Market conditions are difficult,
so we understand that
response will not be as huge
as in the pre-Covid days. We
had meetings with our regular
customers as well
Vijay Chordia, Valentine
Jewellery India Pvt Ltd.
This virtual show was a good move. It is as
good as the real show, in fact we were able
to address interested clients well – we could
answer their queries and display all our
products. I believe in the two days at least
5-10 percent visitors have got converted into
actual sales. We introduced light weight bridal
jewellery range in kundan, polki, jadau jewellery here – which got
very good response
Praveen Agarwal, Geeta Shyam Jewellers
IIJS Virtual began well for us. A lot of visitors
found products in our light weight category
quite interesting. We also diverted many
customers to our website which is loaded
with our design catalogues and a secure
site. Visitors will like your work if your design
presentation is good. Quality matters – also
in terms of photography and videography
with or without using rendering software.
Kalpesh Vaghasiya, Elvee Jewels
On the first day, despite the power cut, we had five meetings. Buyers were
definitely in the mood to buy. On the second day as well, the upbeat mood
of the buyers continued. IIJS Virtual proved to be a good show. Industry will
recover fast, and we will be able to make up for the slowdown that took
place over the last two quarters
Mansukh Kothari, Vasupati Jewellers
This show always gives a good boost to the trade, which is much needed
especially now, when the business is sailing through a tough storm. We
have received many enquiries and now the time has come to do our best as
designs and prices will be compared on this virtual platform. Whoever has
the best of both will emerge as winners
Nitin Gilara, Rambhajo’s
60 | october-november 2020 | INDIAN JEWELLER

BUYERS SPEAK
We got exclusive one on
one time with exhibitors,
and in real shows that
was not possible. Video
calls were also of good
quality, we could see the
jewellery properly. We
have done good buying,
because we have opened
new showrooms. We
have mainly bought light
weight jewellery
Anil Kataria, DP Jewellers
The idea is very good and the interface is also great. But
I still have my apprehension about buying heavy pieces
virtually. Small items are still okay to buy. Also, the sole
purpose of visiting IIJS in Mumbai was purchasing. Now
we have to manage the store and handle customers
also, so not able to concentrate properly on buying, as
there is no time. There are also a few technical glitches
- I had fixed up a meeting with an exhibitor but link didn’t work
Gaurav Gaur, Pandit Jewellers
Very happy with IIJS Virtual. I have attended 7
meetings on Day 1 and Day 2. The interface
was flawless and I really liked the way they
have deviced the whole experience. Very easy
to use and very classy.
Sumeet Punjabi, Punjabi Saraf
I am not very impressed with the interface. I feel
vendors could’ve been better prepared - if you
are showing a necklace, you need to have a prop
for that; may be because it is first time for them,
they were not prepared.
Anand Prakash, Abhushan Jewellers
We did quite a few
meetings. The platform
was good. Video quality
was pretty low, but
manageable. We were able
to look at the jewellery
properly. We were in the
lookout for plain gold,
traditional jewellery and
studded jewellery, with
emeralds and rubies
Princeson Jose,
Prince Jewellers
We were able to see the products clearly – in
terms of meeting there was some 20 per cent lag
in the digital communication. The expectation was
about 85 per cent to my satisfaction, there are
some areas which need improvement
Vaibhav Saraf, Aisshpra Gems and Jewels
The virtual presence has made the whole
experience more focused and helps save a lot
of time and energy and aids faster and more
accurate decision making
Raghava Rastogi, Jugal Kishore Jewellers
INDIAN JEWELLER | october-november 2020 | 61

Special RepoRt
10th Edition of JJS IJ Jewellers Choice Design Awards Powered by GIA
A Panel of 11
Eminent Jury
Members Select Top
Pieces from 104
Short Listed Pieces
10 th Grand
Jury Meet
Goes Virtual
64 | october-november 2020 | INDIAN JEWELLER

The panel consisted of experts from
gems and jewellery, social media,
fashion and styling, interior design
and beyond, ensuring that each piece
of jewellery is viewed from different
perspectives. The jury panel included:
Bina Goenka, Founder & CEO, Bina
Goenka; Rajiv Jain, Secretary Jaipur
Jewellery Show; Apoorva Deshingkar,
Senior Director Sales and Business
Development, GIA India; Renu Oberoi,
Creative Head, Renu Oberoi Luxury Fine
Jewellery; Eshaa Amiin, Celebrity Stylist;
Pratiksha Prashant, CEO, Kishandas &
Co; Shweta Kaushik, CEO & Founder,
SKID Interior Designing; Richa Goyal
Sikri, Gemmologist & Story Teller; Meha
Bhargava, Founder &CEO, Styl Inc,
Wedding Stylists and Personal Shoppers;
Harpreet Suri, Global Indian Influencer
fame Momwearsprada and Sonam Modi,
Co-Founder & Head Designer at SVA by
Sonam & Paras Modi.
The Grand Jury Meet was preceded
by a preliminary round, which was
additionally judged by a panel of retailers
from different parts of the country. The
nine retailers included: Gaurav Anand,
Anand Jewels; Abhishek Rastogi, Tanishq;
Devayani Dande, Govind Dande & Sons;
Inspiration is always around us. I was
excited to see this innovation and the
story that the creators were trying to
tell us through their work
Richa Goyal Sikri, Gemmologist &
Storyteller
The meet was very
well implemented in
this new format and it
was evident that a lot
of homework has gone
into making this event
work so successfully.
It was indeed a grand
experience
Pratiksha Prashant,
CEO, Kishandas & Co
INDIAN JEWELLER | october-november 2020 | 65

Special RepoRt
Vikas Soni, L Gopal & Sons Jewellers;
Atul Jain, Atul Jewellers; Chetan Vastani,
DassJewellers; Snehal Choksey, Shobha
Shringar Jewellers; Paul Alukkas, Joy
Alukkas Jewellers and Senthil Sumangali,
Sumangali Jewellers.
This year, we had received over 500
entries from 24 cities all across India of
which 104 entries from 20 categories
were shortlisted. Winners will be awarded
as part of a virtual ceremony on December
27, 2020.
At the Grand Jury, each and every entry
was unique and presented really well by
zooming in on still photographs from
every angle and an accompanying video
which displayed every piece in a 360
degree angle. Plus AR-enabled virtual
try-ons by mirrAR helped the jury
members see how these pieces actually
looked on an individual.
Grand Feedback
“Designers have done an excellent job,
this show displayed is India at its best,” said
Bina Goenka. Pratiksha Prashanth said,
“The meet was very well implemented in
this new format and it was evident that a
lot of homework has gone into making
this event work so successfully.It was
indeed a grand experience.”
Speaking about her experience Richa
Sikri said, “Inspiration is always around us.
I was excited to see this innovation and
the story that the creators were trying to
tell us through their work.”According to
Meha, “The temple jewellery was truly
unique and would fit ably in anywedding
ceremony. I saw some amazing
craftsmanship, very interesting stuff!”
About the accessories segment, Eshaa
said, “I was happy with the new format
and my favourite category was the
The temple jewellery was
truly unique and would
fit ably in anywedding
ceremony. I saw some
amazing craftsmanship
very interesting stuff!
Meha Bhargav, Founder
& CEO, Styl-Inc
The voting process is truly unique
and effective. I loved to see the
videos and the use of colour in a
lot of jewellery -
Shweta Kaushik, Interior
Designer & Founder, SKID
66 | october-november 2020 | INDIAN JEWELLER

accessories.” Shweta congratulated the IJ
team for their effort saying, “The voting
process is truly unique and effective.
I loved to see the videos and the use
of colour in a lot of jewellery.” While
Rajiv Jain said, “Some pieces were truly
excellent. New colour stones were used
quite attractively. The virtual meet was
a great success.” Said Harpreet, “Times
were tough and I didn’t think people
would have made such beautiful new
pieces especially for this show but I
was glad to see that they did.” Apoorva
Deshingkar said, “I am totally impressed
to see how seamlessly the show was made
in digital format. That gap between real
and virtual was well bridged. It was a
grand expression of the undying spirit of
all involved.”
About the couture segment, Sonam
said, “It has been a fantastic segment.
I loved the couture part, the jewellery
complements any high fashion clothing
really well. The videos made all the
difference. The temple jewellery was
outstanding.”
Powered by GIA, the IJ Awards
ispresented by JJS. The other partners
include: Hari Krishna Group as the
Diamond Jewellery category partner,
BVC as the logistics partner and MirrAR
as the virtual try-on partner; and Diamond
World magazine as the Media Partner.
The experience was very seamless. Looking
at all these pieces, I feel that they have been
crafted with such passion. Clearly, a lot of
time has gone into the ideation of these
pieces and then manufacturing. Kudos to all
the participants
Renu Oberoi, Creative Director, Renu Oberoi
Luxury Fine Jewellery
Some pieces were truly
excellent. New colour
stones were used quite
attractively. The virtual
meet was a great success
Rajiv Jain, Secretary, JJS
I was apprehensive
about the virtual format
but it was so seamless
and I was happy with
the new format and my
favourite category was the
accessories
Eshaa Amiin, Celebrity
Stylist
I am totally impressed to see how seamlessly
the show was made in digital format. That gap
between real and virtual was well bridged. It
was a grand expression of the undying spirit of
all involved
Apoorva Deshingkar, Senior Director Sales and
Business Development, GIA India
Designers have done an
excellent job, this show
displayed is India at its best
Bina Goenka, Founder &
CEO, Bina Goenka
INDIAN JEWELLER | october-november 2020 | 67

ExpErt column
DESIGN DIRECTIVE
Aftab Bandukwala
Founder, Principal
Architect, V-Design
Architectural
Solutions Pvt Ltd
Life Goes on
In this Column, Aftab talks about how his team and
himself maneuvered through the pandemic and finished
several projects successfully
Hello again! Hope you are all
keeping safe and doing good
business despite the limitations of
the times. We were all taken by surprise
in March when suddenly our country
joined the world and closed down. We
were all aware of the pandemic but we
kept thinking it was a ‘foreign’ thing and
it wouldn’t affect us. But affect us it did,
and how! Ten months later and we are
still trying to come to terms with what
we euphemistically call the ‘new normal’.
I remember I was traveling on projects
and amidst all the confusion, on March 18
I called my office and issued instructions
for everyone to take their data and
hardware and operate from home; office
would remain closed indefinitely. The
train service is Bombay’s lifeline and till it
remains closed to public, and till we feel it
is safe for the team to travel on the trains
even after they open up to general public,
we are working mostly from home.
This ‘new normal’ has in fact opened
our mind to several innovative ways
in which to keep working. My studio
and I haven’t seen a single day of down
time throughout with our coordination
happening on phone, email and Zoom
and it has only been once that a physical
meeting was required to resolve a
particularly complex design. There were
days that I have travelled the length of
breadth of the country for meetings and
discussions often that lasted only and
hour or two and now I find that those
meetings and discussions are quite easily
and conclusively managed on Zoom
without even moving a meter from my
home! We have in fact closed several
projects, several which were initiated
during the complete lock down, without
even physically meeting the client once!
We found a spate of enquiries during
this period since many of the jewellery
fraternity found the free time to actually
work on the thoughts and aspirations they
had for their showrooms which on any
other day they would not have been able
to do. Having seen this flux we also were
enthused to encourage several jewellers
who had raised interest but weren’t able
to take things forward due to paucity
of time and saw several that realised the
same and we were able to surge ahead
with their designing work.
However, came July and there was
no end in sight to the pandemic. Travel
had opened up with restrictions and
pending projects as well as those that we
were busy designing required to go live.
Sites had to be started. We established a
stringent protocol with our clients and
contractors for mobilisation of manpower
and materials, accommodation of teams,
the travel arrangements for my team and
myself and execution of work on site and
I am thrilled to say that it has been a huge
success! We have handed over, without a
single case of infection or any risk thereof,
many of the projects that were stalled
and several new ones as well in time for
Dhanteras and Laxmi Pujan.
We usually see a bit of a relaxed period
after Diwali when our clients are busy
with the season’s selling and have noticed
that enquiries start trickling in again after
December and January. This year has been
different. We find many clients using the
opportunity to expand our start new
showrooms and the studio continues to
be busy.
So, it’s a time to adapt and realise new
ways to get on with it. Having done that,
and seeing so many of our jewellers do so
too, I am motivated and encourage all of
us to rise to this challenge and strive to
excel, against all odds!
68 | october-november 2020 | INDIAN JEWELLER

ExpErt column
Gunjan Suri
Founder & Creative
Director, Gunjan Suri
Couture Jewels
BROAD STROKES
Design goals
for the future
In this article, Gunjan Suri summarizes design goals
that will lead us to create new avenues in the
designer jewellery segment, which will further help
in reaching results we want to achieve
Setting short term goals are equally on the whole, the designer can look
important as long term goals. These at involving the millennial within
factors will help in planning your their company by creating innovative
own individual design goals for your marketing strategy too.
company:
To measure your results one can ask
Conservation of Design – Investing two questions: how far are we from
time in cultural historic information and
making sure the information is authentic
is important. Conservation of design is
directly related to conserving the historic
significance of design origination. One
such example is the trinity ring by
Cartier; as a brand they have maintained
the original concept of interconnectivity
but enhanced it by adding features to it.
The trinity concept also has a historic
content to read about. By conserving
an old cultural aspect of a design and
improvising it yet keeping the original
idea intact, one can generate unique
client value.
Sustainability- Thinking of
sustainability and long term survival
of all biodiversity that exists on earth,
pushes us to think further on the type of
materials we are currently using and how
can we deviate from it. By thinking about
this aspect, we will position the brand
into a segment that will encourage the
consumers into investing even in bigger
pieces of jewellery, which can be passed
on as heirloom jewels. Since there will be
no loss of melting and transforming the
jewel, this will also lead to sustainability.
In sync with the Future- Millennial
centric jewellery is an evolving market,
thus concentrating on creating newness
is mandatory. Besides innovating design Ana Sales
Chloe Jiang
our goal and has our design created an
impact? Based on the answers we need to
adjust our goals and chart new directions.
As a design community, we envision a
world where we play an important role to
spread awareness addressing social issues,
while developing new ideas. If we can
manage to set these goals, we should be
closer to our desired target. We must take
this opportunity to reinforce our critical
approaches towards better planning to
make the most effective progress towards
our conservation goals; we must then
plan priority targets. This is the best
investment we can gift ourselves. Guided
by these priorities, we can then assess
and reflect on our strategies and thus
seek solutions towards a better new and
evolved jewellery industry.
70 | october-november 2020 | INDIAN JEWELLER

72 | october-november 2020 | INDIAN JEWELLER
ADT190138_India_Advertorial_Zircon_SinglePG_Final.indd 1
12/30/19 3:04 PM

In focus
Diamond & pearl
necklace, Narayan
Jewellers
Diamond bib necklace,
Studio Rêves
Diamond bracelet with
emerald center stone,
Wondercuts
Diamonds, Rubies & Emeralds
Festive all
the Way
What’s more festive and cheerful
than jewels decorated with the
most precious diamonds, rubies
and emeralds? Let’s bring in
the Christmas cheer with these
beauties redolent with the
choicest of these gemstones
Earrings, Garden of Wonders
collection, Forevermark
Earstuds - Paisley collection, Ganjam
Diamond Chandelier Earrings, Amrapali
Diamond studs, Om Jewellers
Floral diamond
earrings, DiaColor
Diamond ring set in rose
gold, TBZ - The Original
74 | october-november 2020 | INDIAN JEWELLER
Ring crafted in 18 K gold and
set with emerald, rosecut
diamonds and round brilliant
diamonds, ANMOL
Engagement ring, Zoya

Layer necklace set
with diamonds and
emeralds, Narayan
Jewellers
Emerald
necklace,
Mooresque
collection,
Ganjam
In focus
Half bali with oval shaped
emeralds and round brilliant-cut
diamonds, Hazoorilal Legacy
Emerald tassel earrings, Goshwara
Emerald and diamond danglers,
Aurelle by Leshna Shah
A Statement ring with emeralds
and fine-cut diamonds, Shobha
Shringar Jewellers
Diamond & emerald
earrings, Diacolor
Emerald ring with uncut
diamond center stone,
Narayan Jewellers
Emerald & diamond cocktail
ring, OM Jewellers
Emerald ring with uncut
diamond center stone,
Narayan Jewellers
Wristwear, Mooresque collection, Ganjam
Bracelet in 18K gold with emeralds, Rivana Gold and Diamonds
Ring crafted in 18 K gold and
set with emeralds and round
brilliant diamonds, ANMOL
INDIAN JEWELLER | october-november 2020 | 75

In focus
Burmese rubies &
diamonds necklace
set in 18kt rose gold,
Amrapali
Sakura ring, Ganjam
Ruby layered necklace,
Narayan Jewellers
Ruby with polki earrings,
Kishandas & Co
Ruby with diamond ring
set in yellow gold, Kohinoor
Jewellers Agra
Ruby Studs, Narayan Jewellers
Ruby and diamond
brooch, Diacolor
Ruby and diamond bracelet, VBJ
Ruby & diamond eaarrings,
VAK Fine Jewels
Ear studs, Gemfields X Bina Goenka
Diamond stud earrings with oval shaped
rubies and round brilliant-cut diamonds,
Hazoorilal Legacy
Two finger ring with 26.5 cts of
carved rubies 4cts of diamonds set
in white gold, Khanna Jewellers
76 | october-november 2020 | INDIAN JEWELLER

Hellebore necklace in white gold
set with turquoise, lapis lazuli and
diamonds, Van Cleef and Arpels
In focus
White gold bracelet in 18k white gold with white
diamond, white quartz and blue sapphires, Aisha Baker
Diamond and sapphire
earrings, Vladamir Markin
Hand-painted Lucite brooch with
Swarovski crystals, Alexis Bittar
Winter-Inspired Jewels
Frozen!
Jewellery designers and high jewellery
maisons have forever been struck by
the spell of snow, ice and all the wintery
magic. Here are a few gorgeous pieces that
remind us of winter and its stark beauty
Pansy ring, Sofia Kaman
Celestial lotus earrings,
Anna Hu
Snowflake clip-on earrings, Van Cleef and Arpels
Necklace set
with paraibas
tourmalines,
green beryl and
diamonds, Chopard
White-gold earrings with diamonds
and opals, Fernando Horge
Polar bear ring,
Jewellery Theater
INDIAN JEWELLER | october-november 2020 | 77

Policy & Market UPdate
India’s gold imports slump by 41% in November
Gold imports by India
tumbled last month as
the festival of lights failed
to revive demand in the world’s
second-biggest consumer.
Overseas purchases fell 41 per
cent in November from a year
earlier to 33.1 tons, according
to a person familiar with the
data, who asked not to be
identified as the information isn’t
public. Still, imports showed an
improvement from the 29 tons
in October. Finance Ministry
spokesman Rajesh Malhotra
didn’t immediately respond to a
call to his mobile phone.
Jewelers in India may be
staring at one of their worst
years for sales in 2020 as the
coronavirus pandemic, high
prices and a weak economy slam
the ability of buyers to purchase
gold. Demand during Diwali, the
biggest occasion for the country’s
more than 900 million Hindus to
purchase jewelry, was only about
70 per cent of last year’s levels,
according to the the All India Gem
and Jewellery Domestic Council.
India’s imports in the January
to November period are down
63 per cent from a year earlier
to 220.2 tons, according to
Bloomberg calculations.
Gems & jewellery exports sees great improvement
in august; reaches $1764.06 million
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 a
decline of 41.55 per cent, as
compared to gross exports
of USD 3018.32 in August
2019.
78 | october-november 2020 | INDIAN JEWELLER

Policy & Market UPdate
Customs Dept. accepts GJEPC’s
request for shipments through
courier mode
India’s Central Board of lndirect Taxes & Customs
under the Department of Revenue, Ministry of
Finance, has clarified that gems and jewellery
exports from the country could now take place
through the courier mode, acceding to this longstanding
demand of the Gem & Jewellery Export
Promotion Council (GJEPC) to make B2C, small-value,
e-commerce exports economically viable.
Colin Shah, Chairman, GJEPC said, “The earlier
compulsion to send goods only through the “cargo/
B2B” trade” mode had resulted in the high cost of
operations, which had been preventing the sector to
undertake B2C e-commerce exports. For instance, a
shipment originating from China or the Middle East
to the US cost $3.5 and $5, respectively, whereas the
cost for a shipment originating from India to the US
was as high as $65 to $100. With this clarification,
the Govt. has added one more step in the direction
of ease of doing business, which will further boost
business.”
The Circular issued on 27th November, 2020,
mentions that the GJEPC had made representations
to the Finance Ministry “seeking clarification on
whether gems and jewellery is allowed to be
exported through courier under the Courier Imports
and Exports (Electronic Declaration and Processing)
Regulations, 2010 as also the Courier Imports and
Exports (Clearance) Regulations, 1998.”
india’s Q3 platinum
jewellery demand
-40%; but positive
signs emerging: WPic
Platinum jewellery consumption
in India during the third quarter
of 2020 fell by 40 per cent (-8
koz) to 12 koz, a third consecutive
quarterly drop as the spread of
Covid-19 weighed heavily on the
country’s economy and consumer
sentiment, according to the latest
Platinum Quarterly report published
by the World Platinum Investment
Council (WPIC).
WPIC attributed the
underperformance of fabrication
versus consumption in the last
two quarters to weak demand
expectations and a pessimistic
outlook for the economy, which has
resulted in retailers delaying inventory
replenishment.
Despite this weakness, some
positive signs are also emerging,
WPIC affirmed. Due to higher margins
compared to gold jewellery, retailers
have started to aggressively market
platinum jewellery. In addition,
consumers have taken a renewed
interest in platinum, due to the
attractive discount to gold at the retail
level, seen in some cases at 25-30per
cent, WPIC said.
INDIAN JEWELLER | october-november 2020 | 79

AssociAtion & trAde bodies
GJEPC brings silver in focus
with first-ever VBSM
GJs Virtual
swarnotsav was
an emerging
catalyst for
change
GJS Virtual had organised
Swarnotsav, which
began on October 5
and concluded on October
10. The show gave a boost to
the G&J sector. Swarnotsav
1 witnessed a collaboration
of stalwarts from GJC as
well as eminent retailers
from all across the country.
Over 6 days, with over 5500
registered visitors, the industry
has witnessed history being
created with digitalisation at
the forefront. With towering
numbers like 4100+ contacts
made, 40,000+ business
discussions furnished and
900+ meetings done, it can
be easily established that
Swarnotsav 1 was a grand
success and a big relief to the
industry that mostly remained
under lockdown over the last 6
months.
GJEPC’s three-day Virtual Buyer-Seller Meet (VBSM) for
Silver and Fashion & Costume Jewellery was inaugurated,
with a strong participation from 34 international buyers
connecting virtually to the Silver manufacturers in India from the
USA, Spain, Italy,
Mexico, Canada,
Ireland, Russia-CIS
and Latin America.
Ram Babu
Gupta, Convener,
Silver Panel, GJEPC,
noted, “Silver (plain and studded silver jewellery) exports are
expected to grow in the coming years as we are witnessing
a huge demand for Indian silver jewellery from across the
world. We have strong design database supported by quality
manufacturing.
GJEPC spearheads bid for crossborder
e-commerce policy; hosts
dept. of post officials in Jaipur
The Council’s Jaipur regional office hosted Shri. Prannoy
Sharma, DDG (IR & GB) and Secretary, Postal Services
Board, Department of Post, Ministry of Communication,
Government of India, who visited the pink city on 19th
November, 2020, for understanding the feasibility of smallvalue
cross-border e-commerce shipments through India Post.
The GJEPC arranged factory visits for Shri. Sharma in SEZ Phase
I & II, and EPIP Gems and Jewellery Zone of Sitapura Industrial
Area of Jaipur where more than 100 units of gemstones and
jewellery are operational.
80 | october-november 2020 | INDIAN JEWELLER

AssociAtion & trAde bodies
GJSCI aims to
transform Indian
G&J manufacturing
with the launch of
Jade artificial
Gem & Jewellery Skill Council of India (GJSCI)
launched the Jewellery Artificial Intelligence
& Data-science Excellence (JADE) initiative in
a virtual ceremony on 30th November, 2020. JADE
is a Center of Excellence for artificial intelligence
focusing on the gems and jewellery industry.
The Chief Guest was Prof Subhasis Chaudhuri,
Director, IIT Bombay and the Guest of Honor
was Shri Manish Kumar, MD & CEO, National Skill
Development Corporation (NSDC). GJSCI believes
the AI-focused initiative will help the largely
traditional industry in dealing with challenges like
minimising rejections and poor hit ratio of designs,
high market returns, etc. This Centre of Excellence
will help find solutions for the industry at large and
individual units as well. This unique initiative is a
culmination of extensive effort done over the year
by GJSCI in association with various organisations
and experts.
INDIAN JEWELLER | october-november 2020 | 81

Retail & ecommeRce
PNG Jewellers’
Pure Price offer to
protect customers
against uncertainty
PNG Jewellers launches
Season 2 of the Pure Price
Offer to protect customers
against uncertainty in gold rates.
PNG Jewellers has launched the
2nd season of the “Pure Price
Offer” across all its stores in India.
Customers can pre- book their
jewellery purchases during the
period of 3rd October 2020 to 30th
November 2020 to avail the offer.
With the onset of the festive and
wedding season and drastic price
fluctuations in the yellow metal,
the brand aims to create a cushion
for buyers and protect them
against the rise and fall in gold
prices. Traditionally, customers
are in two minds about making
jewellery purchases at peak prices
during the festive season.
Kalyan Jewellers gears up
to open Rs 1,750-crore IPO
The Rs 1,750-crore Initial Public Offer (IPO) of
Warburg Pinus-backed and Kerala-based retail
jewellery firm Kalyan Jewellers is all set to hit
the primary market after market regulator SEBI’S
nod. Despite pandemic induced challenges, the equity
market worldwide has been
hitting highs every day, on the
back of vaccine development
and better than expected
earnings and macro economic
data. Amid robust liquidity in the
market, analysts estimate that
the primary market is likely to
stay strong and believe that Kalyan Jewellers would be
one of the most anticipated IPOs in next one year. The
IPO would consist of a fresh equity issue of Rs 1,000
crore and an offer for sale (OFS) of worth Rs 750 crore,
according to the Draft offer document.
D P Abhushan (DPAL) in sweet
spot despite lockdown
DPAL sales are expected to pick up in H2FY21:
Margin expansion aids into profitability. However,
revenue of the company de-grew by 37per
cent YoY, largely due to Covid related lockdown which
led shutdown of the stores. Company’s practice of
averaging gold price, kept material cost lower leading
to gross margin expansion of 565 bps YoY to 13.9per
cent during H1FY21. Consequently, EBITDA margin
expanded sharply by 451 bps YoY to 8.7per cent. Profit
during H1FY21 grew strongly by 53per cent YoY to Rs
103 mn.
82 | october-november 2020 | INDIAN JEWELLER

Retail & ecommeRce
Lala Jugal Kishore Jewellers unveils
new store in Indiranagar
Lala Jugal Kishore Jewellery
inaugurated their 4th store
in Bhootnath market of
Indiranagar, Lucknow. The store
was launched on 1st November,
capturing the unique beauty of
the jewels that display royalty
at its best. The collections
displayed at the store celebrate
the grandeur of the impeccable
workmanship. The store was
launched by the 11th generation
Director Arpit Rastogi, and Tanya
Rastogi, Director, Lala Jugal
Kishore Jewellers.
The newly launched store
aims to offer its customers a
holistic retail experience with
their elegant jewellery. Their
range extends from jewellery for
every one and every occasion
right from high end rare bridal
jewels to daily wear pieces
that suit every personality type
and pocket size with a section
in the store each dedicated to
gold, silver , diamond, Polki and
Kundan Jewellery as well as a
luxurious lounge of the latest
collection of Jewels of Awadh.
The lush showroom is spread
across 4000 sq. ft., and is
strategically designed to offer
a more convenient location for
the consumers of Indiranagar
to purchase their festive and
wedding jewellery.
UP-based jeweller becomes
Best Retailer of the Year
Ridhi Kapoor Gala & Shreyansh Kapoor
Kashi Jewellers has added yet another
‘Kohinoor’ to its crown by becoming the
best retailer showroom of the country on
the basis of its faith, honesty and innovation
earned in the hearts its valued customers during
past 70 years. Kashi Jewellers of Birhana Road,
Kanpur, has been felicitated with the ‘Retailer of
the year-World’ Award, the supreme honour for a
retailer, by none other than JNA Awards, known as
the Oscar of the Jewellery Industry. Kashi’s young
partner Ridhi Kapoor Gala also won the prestigious
‘Young Entrepreneur Of The Year’ Award this year
also. This year was truly momentous from more
than 120 countries with about 2000 companies
participating worldwide.
INDIAN JEWELLER | october-november 2020 | 83

Branding & advertisement
Katrina Kaif joins the #Traditionoftogetherness
trend with the perfect Diwali look
Intimate Diwali gatherings have
now become the new normal.
Adapting to the changing
times, Kalyan Jewellers’ brand
ambassador Katrina Kaif took to
her social media account to join
the #TraditionOfTogetherness
trend, with a stunning Diwali
look wearing jewellery from
Kalyan Jewellers’ latest Ameya
collection.
The actress is seen adorning an
eye-catching white pearl-beaded
rani haar with rubies embedded in
the pendant along with beautiful
jhumkas, completing the look with
gold bangles and a statement
teardrop ring. Handcrafted by
legacy artisans, the Ameya
collections’ intricate detailing
and rich design exudes elegance.
Ameya, the new celebration
wear jewellery collection from
Kalyan Jewellers has ruby,
emerald and pearl beads coming
together with gold, diamond and
other precious stones. Traditional
motifs with antique designs,
Kundan and Polki work, heritage
inspired temple designs, Nakashi
work with precious stones and
uncut diamonds are all part of
this collection. Each piece from
the Ameya line, which includes
a necklace and earring set, is
created to beautifully accentuate
the festive look, while also
reinforcing a sense of tradition.
Kishandas & Co launches Precious
People Campaign
Vedika & Vandana Mohan
Firmly entrenched within the history and
heritage of Hyderabad, the City of Nawabs,
Kishandas & Co brings jewels and precious
people together in a commemorative campaign to
celebrate: India’s Precious People. A salutary photo
shoots with celebrated Indians who are leaders in
their field of expertise.
Women and men who have smashed the glass
ceiling, taking their persona to heights never
conquered before. Their success story becomes
a testimony to their sheer talent, grit and honest
perseverance. This campaign is an ode to the grand
patriarch of this brand, Kishandas ji who, even today
in his 80s can sketch a brilliant piece of jewelry. Not
to forget his sharp eye that recognizes a precious
jewel from a mile.
84 | october-november 2020 | INDIAN JEWELLER

Branding & advertisement
Platinum Days of Love has launched a
new campaign called #LoveLeadsUs
Platinum Days of Love
celebrates this very
idea of togetherness
in its new campaign.
The narrative of when
#LoveLeadsUs, marks a love
with qualities so rare that it
guides us towards a better
tomorrow, irrespective of the
circumstances. The digital
film brings alive this scenario
that love finds itself in, with
the journey of a couple
who, during these trying
times, found the true meaning
of togetherness. It spotlights
snippets of a young couple’s
story, who had to postpone their
wedding due to the lockdown
and spent their time miles apart.
Cheering each other at every
step of the way, they soon
adapted to a new routine by
staying connected virtually.
They used this time apart
to discover strength and
support in each other. And
with that, they discovered
aspects they never imagined
their love had. Their love was
a rare sort – one that stood
defiant and resilient through
a test of fire. Other assets
and mediums like print and social
cover the many dimensions of a
rare love like this.
INDIAN JEWELLER | october-november 2020 | 85

Et CEtEra
Forevermark launches 1st boutique
with Fortofino in Gurugram
Forevermark opens
its first exclusive
boutique in the
city of Gurugram with
authorized retail partner,
Fortofino. Housed at
the JMD Regent Arcade
Mall, the Forevermark-
Fortofino boutique
offers customers the
world’s most carefully
selected and expertly
crafted diamonds set in exquisite
designs.
With the launch of this
boutique store in Gurugram,
the Forevermark-Fortofino
partnership has rendered a total
of six stores, including 3 shop-inshop
stores, across the country
that offer the most beautiful,
rare, and responsibly sourced
hallmark diamond jewellery.
“The Gurugram store is our
third exclusive boutique store in
partnership with Forevermark.
We’re happy our customers
have under one roof, among the
world’s most beautiful diamonds
and designs to choose from. We
look forward to jointly increasing
our retail footprint in the country
in the near future,” said Sanjeev
Saraf, CMD, Fortofino.
“It is a privilege to
announce our third
exclusive Forevermark
boutique for our
customers in Gurugram.
The beauty of our
association with Fortofino
is that we share similar
brand value and ethos,
and the partnership is a
testament to our trust
and credibility that we maintain
with our retailers. Customers
can be assured that when they
walk into our boutique, they can
purchase only the best diamonds
there are on offer in terms of
design, authenticity, beauty,
rarity and craftsmanship,” said
Sachin Jain, Managing Director,
De Beers - India.
Meerut-based jeweller gets Guinness record
for making ring with 12,638 diamonds
Called “The Marigold - The Ring of Prosperity”, the
chunky circular band weighs a little over 165 grams.
An elaborate floral-shaped ring sporting 12,638
tiny diamonds has earned a place in the Guinness World
Records — but its Indian creator has no plans to sell his
priceless design just yet.
Called “The Marigold - The Ring of Prosperity”, the chunky
circular band weighs a little over 165 grams.“It’s wearable
and comfortable,” said 25-year-old Harshit Bansal, who
described his audacious creation as a dream project.
Bansal said he got the idea two years ago while studying
jewellery design in Surat.
86 | october-november 2020 | INDIAN JEWELLER

Et CEtEra
GJEPC to debut E-IGJS, an exclusive exportoriented
jewellery trade show, in Jan 2021
GJEPC is all geared up
to organise its first
ever export-oriented
show only for international
buyers, the International Gem
& Jewellery Show (e-IGJS) in
a virtual format. The show is
scheduled from 18th to 22nd
January, 2021.
Merchandisers representing
major and independent retailers,
design houses, jewellery
manufacturers sourcing
diamonds and gemstones,
importers, exporters and
independent retailers will be part
of the show.
Key benefits for exhibitors
include: 6000+ meeting
opportunities with leading
international buyers, receive
meeting request from buyers,
exhibitors can search registered
buyers and send meeting request,
priority listing for exhibitors who
book space early, and options of
3 booth package.
Buyers are expected from
countries like Algeria, Australia,
Bahrain, Bangladesh, Canada,
China, CIS, Egypt, Indonesia,
Iran, Japan, Jordan, Kenya, Korea,
Kurdistan, Kuwait, Latin America,
Lebanon, Malaysia, Morocco,
Myanmar, Nepal, New Zealand,
Nigeria, Oman, Philippines, Qatar,
Russia, Saudi Arabia, Singapore,
South Africa, Sri Lanka, Tanzania,
Thailand, Turkey, UAE, UK /
Europe, USA, Vietnam, etc.
The e-IGJS will see participation
from 200+ exhibitors, who will
be showcasing Fine Jewellery,
Plain Gold Jewellery, Studded
Jewellery, Platinum Jewellery,
Silver Jewellery, Loose Diamonds,
Gemstones , Fashion Jewellery
and more.
Gems and jewellery exports reports USD 2.48 Bn
in November 2020, down by only 3 per cent
The Gem and Jewellery sector has shown
signs of green shoots of exports after a
long pandemic struggle of over 8 months.
The November 2020 gross exports of Gems &
Jewellery reported USD 2.48 Bn a mere 3.88
percent decline as compared to the gross exports
of USD 2.58 Bn reported in November 2019.
Overall gross exports however this fiscal year
since April to November 2020 has been reported
USD 13.95 Bn, which has declined by over 44.37
percent as compared with USD 25.08 Bn gross
exports reported the same period in April –
November 2019.
Colin Shah, Chairman, GJEPC, said, “The gems and
jewellery exports have gained momentum, with
exports recorded at USD 2.5 Bn for the last couple
of months. Manufacturing is returned to almost
90% as rough diamond imports witnessed 69%
growth in October. Considering the encouraging
market demands and the current rate of growth,
the sector is expected to record exports to pre
Covid level numbers in the last quarter.”
88 | october-november 2020 | INDIAN JEWELLER