Indian Jewellers Picking Up Contemporary Trend; Bringing a Unique Blend of Traditionalism and Fashion

Megha Sahay

, Industry Talk

Deepak Mehra led AKM Mehrasons leads a new take in Modern Indian jewellery

An exquisite piece of jewellery, like pearls, diamonds or gold, has a lasting value. Not only does it appease our aesthetic desires, enhance our appeal, but also evokes emotions and cherished memories from generations of love and countless blessings. The sentiment associated with jewellery is overwhelming and ubiquitous in cultures across the country – and who better can understand the significance of a jewel better than a jeweller crafting it.

As for the legacy, one could that say that the history of jewellery in India is, to a large extent, the history of the country itself – with richness in dynasties, presence and even references in mythology and millennia old texts. Betrothed to traditionalism and eccentric rich cultural history, India has some of the oldest jewellers, crafting masterpieces since times immemorial. However, the take on jewellery has been witnessing a modest, albeit gradual change in its conflux with new fashion and modernity.

With the country’s oldest jewellers pulling in weight in sales and jewellery products, the market’s demand has been shifting to more modest jewellery in terms of looks and bling. The trend is apparent through the changes you might see in Instagram pages of famous jewellery brands or even the endorsements by cultural icons and Bollywood stars. Furthermore, brands like TBZ Jewelers, AKM Mehrasons Jewellers, and Bhima Jewelers, who have laid the trail of Indian jewellery also see a shift in customer preferences and their jewellery’s integration with sophisticated, yet simple fashion.

Although these jewellers have been committed to creating customary Indian pieces, their subsequent drive to adapt to the dynamic market and cater to the unique requirements of their diverse clientele has had a tremendous impact on the jewellery market. Their ‘Indian’ and ‘contemporary designs’ have filled the gap between a traditional piece and platinum or Victorian jewellery.

Jewellery market today is evolving, with women buying jewels that they can wear and flaunt, and not keep them just locker bound. Independent designers and jewellery brands have begun to fill the gap in the market, giving customers the opportunity to buy high quality pieces that are eccentric and wearable. The jewellery market’s initial tag of being gifting-heavy has been shifted as women are becoming more independent and strong minded and so are looking for something that calls to them.

Talking about how today’s customer is different, AKM Mehrasons Jewellers owner, Deepak Mehra says, “Your own ideas change with time and compel you to innovate. We like to win over our customers with choices. We are concerned with our image and not just the sales we notch up. Today, we know that our customers are the upper to high-end consumers and we ensure that we give them what they desire.”

The statement stands to reason considering Mehrasons Jewellers’ legacy and experience in India’s jewellery making history – right from their operations in Dariba Kalan (post-independence), and then their move to the considerably posh South Delhi.

Another jewellery pioneer, Sabyasachi Mukherjee, has also ventured into pairing his attires with high-end luxury and bridal jewellery says, “I’m very fond of jewellery, maybe a tad sentimentally so, growing up, I spent hours rummaging through my mother and grand-mother’s jewellery cupboards. Their taste was simply exquisite. Heritage India is unabashedly true to itself, unapologetic about its anachronism.” Indian jewellery designers have dabbled with heritage and now present their products creatively on cultural and contemporary lines. And while the jewellery market might present some contemporary changes, the market’s growth and how India’s jewellery sector shapes up ought to present some interesting jewellery to the customers.


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