No matter how old, ornate jewellery will appeal to all women unequivocally. With the likes of international brands like Tiffany, Harry Winston, Kays, Juvalia and You among others making a foray into the country through online jewellery portals, the formerly meticulous process of selecting jewels has become easy and hassle free. Websites like Velvetcase, Secret Adviser, Carat Lane have taken the technological path to woo customers, and with myriad options for women of all age groups, the sheen of gorgeous ornaments is more enticing than ever.
With the Ebay culture rampant in the West, this is a concept that is being lapped up by other countries. However, Indians, known to tread the conventional path when it comes to jewellery, are also surprisingly open to the idea. It’s a far cry from the times when goldsmiths would visit homes with precious stones and jewels, and the women of the house would discuss for days at end what to invest in. Now, with a great deal of emphasis on quality, value for money and avantgarde trial options, it’s not puzzling that the usually careful and meticulous Indian shopper is floored. Velvetcase, for one, enables you to ‘wear’ the jewellery with the help of a mirror on your computer screen. Secret Adviser allows you to choose ornaments based on face and body type of the buyer. Pass up those long, dwindling queues at stores, you don’t even have to wait for that special favourite salesman to help you procure a deal - you can do all this and more perched comfortably in your sofa. Kapil Hetamsaria, of Velvetcase says, “We understand that jewellery shopping is a meticulous process and respect that. However, we also need to keep abreast of modernity while retaining the best aspects of tradition. Since purchases in the high end luxury segment can go even beyond a few lakhs, we ensure the customers are provided all the information they could possibly require.” The younger lot, between ages 25-35, normally opts for trendy jewellery and the purchases are more need-based than investment-ortiented, claims Hetamsaria. “Since everything can be viewed online, its a matter of how much you’re willing to spend. Purchases go even beyond 3 lakh,” he adds.
However exciting it may sound, shaking off the good old school of thought behind jewellery shopping doesn’t come easy. The changing trends can be accredited to the growing influence of the West, which have been embraced by leading jewellery stores and owners in the country, providing a sense of much-needed assurance. Bluestone.com, run by Vidya Nataraj, who is part of the prestigious Krishnaiah Chetty and Sons family, is another example of mixing the old and new. Ganesh Narayan, of Krishnaiah Chetty and Sons says, “Our family business has been around for over 150 years, and we understand the nuances of this industry. Some of our employees have been with us for decades now. Yet, we also understand how times are changing, and to ensure the brand lives on, we need to be in tune with the lingo of the current generation.” Amrita Raman, a sales professional says, “My grandmother has a traditional approach to choosing jewellery, and her assessment of weight, cuts and quality is usually spot on. Though I would never question her keen eye, her times were indeed very different. Personally, I would weigh my options on a computer before spending hours in a crowded store. Once I know what I want, I can purchase it faster.”
With custom made ornaments and personalised trial rooms in your living room, the new-age shopping lingo is definitely something to watch out for.