Ambani wedding and ‘Heeramandi’ influence Jadau jewellery trends at IIJS Premiere 2024

Manufacturers, Tvisha Jewlz and Vaid Jewellers report a successful IIJS with notable increases in new client acquisition and sales

Mumbai: The India International Jewellery Show (IIJS) Premiere 2024 continues to serve as a crucial platform for jewellery manufacturers, providing opportunities to connect with new clients and gain insights into the latest industry trends. This year’s event at the Jio World Convention Centre (JWCC) saw the Jadau jewellery category prominently influenced by the Ambani wedding and the Netflix series “Heeramandi.”

Key trends included the use of green and pink gemstones, and the popularity of long necklaces and chokers. Among the exhibitors at JWCC, The Retail Jeweller interviewed Himanshu Khunteta, Proprietor of Tvisha Jewlz (JIO-C 3h) and Ricky Vaid, Owner and Marketing Director of Vaid Jewellers (JIO-B 3g). Both shared their unique selling points, insights on the latest trends, and experiences from the event.

Tvisha Jewlz, with locations in Jaipur and Mumbai, is well-known for its Jadau and Diamond Polki jewellery. Proprietor Himanshu Khunteta discussed the brand’s focus on bridal jewellery and noted that this year’s colour trends include vibrant pink tourmaline and emeralds, inspired by Ambani wedding events. “We use 14K and 18K gold for our Jadau pieces to offer luxury at an affordable price, making us a suitable choice for bridal jewellery shopping,” Khunteta explained. He also pointed out that chokers and long necklaces, especially for layering, are popular this year. Tvisha Jewlz’s unique selling proposition is its ability to turn bridal sets into versatile pieces that can be worn beyond the wedding day, providing practical value in addition to luxury. Khunteta observed a modest 10% increase in sales compared to the previous year and attributed this growth to lower gold prices and reduced custom duties, which have positively impacted this year’s IIJS.

Khunteta also praised the dual location and jewellery categorisation strategy used at this year’s Premiere, which was implemented for the second time. He said, “The dual locations and jewellery categorisation are beneficial, allowing visitors to easily find what they are looking for without wasting time.”

Ricky Vaid, owner and marketing director of Vaid Jewellers, Jaipur, began participating in the IIJS exhibitions in 2018 with a focus solely on Jadau jewellery. This year, Vaid Jewellers expanded their offerings to include Kundan jewellery, open setting jewellery, and traditional Mughal, Rajasthani, and South Indian collections, with both lightweight and heavy pieces. This expansion has led to an 85% increase in new customers. Vaid highlighted the brand’s specialisation in “Thappa” Jadau jewellery, which is a key differentiator. “The ‘Thappa’ Jadau jewellery is our signature, and it is recognised as our work. We use this technique to create pieces inspired by Mughal designs,” Vaid said. He noted that current market trends are leaning towards traditional Mughal and Rajasthani designs, a shift influenced by recent high-profile events such as the film “Heeramandi” and the Ambani wedding.

Written by Pratyasha Kumari

Retail Jeweller India Exclusive