Diamond jewellery is as popular as gold jewellery in wedding season, finds Siliguri’s BJW Bidhan’s

By keeping an eye on the types of orders placed by customers, the brand catches the trend as to what jewellery shoppers are looking for. Going away from the mass market, it has also started dealing in couture jewellery now

Siliguri: As jewellery lovers make the most of the wedding season in India, brands aim to come up with versatile designs and variety. Siliguri-based BJW Bidhan’s doubles down on the current trends, by keeping an eye on the types of orders placed by customers, while also ensuring that their jewellery remains relevant well into the future.

With their wedding jewellery collections starting from Rs 1 lakh and going up to Rs 20 lakh across categories, the brand is seeing a trend in which diamond jewellery is becoming as popular as gold jewellery. Ipsit Karmakar, Director, BJW Bidhan’s, Siliguri, comments, “There is always a demand for diamond jewellery during the wedding season since consumers are now better educated about diamonds. The designs in diamond jewellery, have become as good as that of gold jewellery, if not better. I believe that there is a huge potential for the diamond industry in future.”

While the demand for diamond jewellery is growing, Karmakar also states that the demand for yellow gold is highly favoured in the Bengali community. That doesn’t stop other categories such as temple jewellery from grabbing an increasing share of the market, he adds. 

“To better understand customers’ needs and stock jewellery currently in demand, we track customer preferences in real-time through surveys at the store. The surveys are not only based on current purchases but also on what categories and designs jewellery shoppers would want to see more of at the brand’s store,” explains Karmakar.

By keeping an eye on the types of orders placed by customers, the brand catches the trend as to what jewellery shoppers are looking for. 

“Since we operate out of West Bengal, our primary focus is on the yellow gold market. However, going away from the mass market, we have also invested in couture jewellery. This is a first in Siliguri and we are excited to see how this turns out,” Karmakar concludes.

Written by Aparna Bhowmick

Retail Jeweller India Exclusive