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RJ Market Watch

Decoding retail buying list at the show



  • High value Polki bridal is still in demand
  • Kundan billor jewellery in demand for budget-designs
  • Open set polkis are gaining popularity
  • Precious gemstones infused chokers below 2lacs
  • Contemporary Fusion designs

End-consumers may have done revenge buying amidst lockdown relaxations, but retailers and wholesalers have waited for close to 1.5 years for a full-scale B2B trade show like JAS 2021. Buying sentiments are at the highest ever today, while brands give their best to source the absolutely brightest of gems, prettiest of jewellery to make the best possible post-pandemic inventory.

The first day of the show went exciting with retailers exploring everything from diamonds, gold to colour stone jewellery. Minesh Haijisheth of Shree Radhe Diamonds said the market is looking for exclusivity in diamonds, especially in Jadau segment. “Fusion designs and open settings are doing very well, so we are looking for innovation in those segments,” he said.

Nirav Challa from PMJ Jewellers Hyderabad is happy with JAS 2021 reflecting the market trends visible in the last two quarters. “Precious stones and colour stones are in rage across India. We are looking for the small chokers infused with colour gemstones in less than Rs.1-2 lakh budget.”

‘Buyers are moving away from high-ticket bridal pieces to more of colour gemstones now,’ he maintained. Even diamond players have started experimenting with colour stones at the exhibits in JAS 2021, he said, adding that the colour stones are here to stay in trend.

Manufacturers claim that retailers are increasingly asking for polki sets to strengthen their bridal ranges. Kundan has increased its stronghold in bridal jewellery across the financial strata of societies, with budget-oriented clients settling for kundan billor (antique) jewellery, while the affluent rooting for polki. At some places, brands are even requesting manufacturers to keep a heavy stock of polki in advance to create desirable high jewellery ranges.

While that holds true for the bridal segment, retailers are looking for ewellery pieces that are high on design yet easy on the pocket. “The pandemic has changed the perspective of jewellery for the customers significantly. This is why many retailers are looking for jewellery pieces that will be value for money,” maintained Abhishek Gilara of Rambhajo’s.

Image Caption- Achal Jewels choker

Courtesy: Retail Jeweller India News

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