Chains across price segments find huge takers from retailers in IIJS Premiere 2024

Mallinath Jewellers (JIO-U 36m) recorded high inquiries in his first ever exhibit at IIJS as he showcased chains of 8-20 grams in daily men’s wear, while Shraddha Chains (JIO-U 36n) recorded high sales in Swarovski women’s chains within the 2-2.5 grams weight range

Mumbai: Chains are, hands down, a necessity for both men and women across wedding or everyday wear. With menswear becoming a rag with every passing month, thanks to celeb endorsements, various manufacturers have experimented with chains across weight ranges successfully this year.

Amit Jain, managing director, Mallinath Jewellers (JIO-U 36m) explained how tables have turned for their trade ever since they shifted gears from wholesale to manufacturing. “We started as B2B wholesalers in 2000. We used to purchase jewellery from Mumbai and trade in Surat. As we learnt the tricks of the trade, shows started happening in Mumbai, which created difficulties for us to sell in Mumbai. So, we ventured into manufacturing in 2020.”

Learning from experiences in wholesale, Mallinath Jewellers has managed to create a distinguished line of products and are now selling from Surat to Mumbai. This is the first time that Jain exhibited in IIJS and has received orders from all over India. “Retailers from Hyderabad, Kolkata, Mumbai, and other regions have given orders,” maintained Jain.

When asked about the USP, Jain maintained that the colour and finishing in 916 ornaments by Mallinath Jewellers is an edge that manufacturers busy with production numbers in Mumbai can’t provide at this moment. “Most manufacturers keep repeating 1-3 designs. I have 500+ designs which I mix and match to create chains ranging from 8 to 20 grams. We have lightweight to heavyweight chains, with more demand for heavy chains for men’s daily wear,” he said.

Bharat Babariya, Founder, Shraddha Chains (JIO-U 36n) exhibited his latest range of chains in Swarovski. “We use precious colour gemstones in Swarovski and our chains with 2-2.5 grams with colour stone beads have recorded the highest sales this time. We got orders from Chattisgarh, Hyderabad, Kolkata, and Raipur,” Babariya said.

The company started operations 5 years ago with manufacturing in Surat. Commenting on the experience at IIJS Premiere 2024, Babariya said that the best turnouts were recorded on the first, third, and fourth days. “We have been exhibiting in IIJS for the last 5 years. Our first stall was in Nesco, but it is in Jio for the past three years. This has given us an edge, as we are stationed near the entrance at Jio, thus guaranteeing a great visibility,” he concluded.

Written by Shubham Dasgupta

Retail Jeweller India Exclusive