Jewellery makers turn to lightweight items on demand
Bangalore (PTI): With young consumers preferring lightweight jewellery that are also easily affordable, many jewellery manufacturers are rolling out new products to meet the demands of this segment.
"Heavy is out, light is in" said Sandeep Bell, convener of 'Jewels of India', one of the biggest annual exhibitions of jewellery to be held in the city, adding that
"The old school of thought that jewellery that was chunky and heavy was good jewellery is giving way to jewellery that was light both on the body and pocket", he said.
"Consumers are no longer looking at jewellery to be worn 'once on a grand occasion'" but as something that can be worn at all the times and on all occasions, said a jewellery dealer.
Today's consumers want jewellery that weigh as light as two to five grams when it comes to finger rings and in the range of one to four grams for pendants. Earrings in the range of two to six grams were preferred, said Premchand Tater, whose main business operations are based out of Hong Kong.
They prefer precious or semi-precious stones set in a gold or silver framework, he said, adding this is also because semi precious stones, being comparatively cheaper, helps bring down costs to a great extent.
Stones like blue topaz and amethyst are among those in demand when it comes to light jewellery.
Tater added that the costs of these types of jewellery are almost 50 per cent less than the normal heavy jewellery.
"However, this does not mean that the consumers are willing to compromise on lustre or quality," he said.
Also, the latest technology used ensures that these jewellery pieces have a 100 per cent finishing and retains the original sheen and lustre of the semi-precious or precious stone and the gold inlaid work.
However, although the prices of such jewellery are low and so is the profit, it does not impact profitability of the businessman due to the volume of trade.
"Though the prices are low in this segment and profit margins less compared to the regular jewellery, manufacturers are able to make a profitable business due to volume of sales," said Tater.
He said he has moved his operations from Delhi to Hong Kong and has a manufacturing unit in China because the combined strength of both these places enables him to offer products at a lower price due to decrease in costs.
"These Chinese craftsmen are equally skilled and are highly affordable due to low labour wages", he said.
According to him there are several such Indian dealers who have moved operations to Hong Kong and has Chinese manufacturing units, with a view to scale down costs.
According to jewellery manufacturers, branded names have already entered this segment in a major way following a huge business potential in this market.
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