Italian jewellery enticing buyers at IIJS 2021

• Rose gold biggest attraction in Italian ranges
• Design intricacy matches the lightweight segment
• Manufacturers offerings are based on high gold rate

Design is the king today, and Italian jewellery designs are creating ripple effects at IIJS 2021. Sleek finish and impeccable look are the two foundations of this category that is getting a lot of appreciation from buyers on the first day of the 5-day event.

The Retail Jeweller spoke with Ms Aashna from V Chains(Booth no: 3A-M037), a manufacturer focusing on Italian gold jewellery. “Delicate, trendy and suited to the modern youth, the Italian jewellery we are making is very lightweight,” said Aashna.

The manufacturer is launching over 15 new varieties of Italian jewellery. Speaking about the demand, Aashna said that buyers are a lot more aware about the end-consumers’ penchant for Italian jewellery. “Earlier, we used to educate them to keep such collections, but the market has matured today. IIJS provides the best platform for showcasing such lightweight jewellery suited for the millennials,” she said, adding that reusable Italian ranges will hold steam as they don’t confine the wearer with a particular occasion.

The category is seeing a revival in demand after the 90s, said Aashna. On that note, V Chains is using rose gold in an interesting way to provide everyday luxury in the ranges.

Speaking with Vineet Vasa of Lotus Jewellery Creation(Booth no 3Q012-14-16), one gets to know that the gold rate will play a significant impact on Italian jewellery demand. “We are fusing Indian and Italian design aesthetics. This is because the modern Indian women is impressed with Indian design showcased in the sleek Italian foundations,” said Vasa. The company is also considering the high gold rate to make the jewellery really affordable and attractive at the same time.

Courtesy: Retail Jeweller India News