“Despite the pricing difference, the youth’s need for stand-out designs is a differentiator”

The House of Rose, led by the visionary Managing Director Biren Vaidya, has embraced this shift, creating masterful pieces that captivate the imagination and cater to the evolving tastes of the modern consumer. He talks about how fueled by a passion for unapologetic boldness and an appreciation for versatility, the youth seeks jewellery that not only reflects their individuality but also embraces the essence of timeless elegance.

It’s a post-Covid world, and I can’t deny there is a ‘new normal’. Today ‘Work From Home’ is progressive and online meetings are practical. That aside, today’s youth is unlike anything we have seen before.

Their awareness levels are very high. For them, unapologetic boldness is a must, and versatility is key. It’s caused a marked shift in their routine, their clothing, and even their choice of jewels. For them, design is everything.

Younger patrons are appreciative of the timelessness of classics like solitaire jewellery. Yet, for them, it isn’t enough to be like everyone else. They are equally inclined to edgy designs; these could be age-old designs with a twist that makes the design youthful and stylish.

Finding the sweet spot between elegance, boldness, timelessness, and fashion to win their hearts is the job. This task is challenging; it requires skill and craft of a new level which the industry needs to become more familiar with. This need for stand-out designs means that unique jewellery from an aspirational brand trumps a generic piece, despite the pricing difference.

Today’s youth want the freedom of multi-functionality in their attire and jewels. Stackable rings and bracelets are all the rage – allowing a transition from relaxed to formal with nifty additions. We have several young patrons at The House of Rose who specifically seek out long and short daily wear neckpieces to club together and create an eclectic visual during their weekly Zoom meeting.

What if I don’t feel like wearing my red enamel ring today? Could it mystically transform into green-hued beauty? Well, sure. Jewellery that can be worn in multiple ways is in vogue now. It allows you the freedom of a tweak, addition, or remove to make your jewellery look different for different occasions. We are talking about masterful pieces where value for money meets the stunningly beautiful.

Not much for heavy ostentation, the youth today wholly support the classic trend of chokers, but with a more streamlined look and innate lightness. That unencumbered feeling while something is draped around the throat is one that only masterful craftsmanship achieves – perfect for events, celebrations, and weddings.

Boldness is what makes the younger lot stand out and express themselves. They enjoy the striking contrast of deep-hued gemstones with the radiance of diamonds and the luminous tones of Pearls. No longer limited to Rubies, Emeralds, and Sapphires, young patrons actively seek gems like Tanzanites, Tsavorites, Chalcedony, Peridot, and Garnet.

“Younger patrons seek stylish and edgy designs; these could be heritage designs but with a twist that makes them youthful and trendy. This task is challenging, it requires skill and craft of a new level which the industry needs to become more familiar with”

Biren Vaidya, Managing Director, The House of Rose

The bigger their gemstone, the happier they are. In pearls, too, they look beyond South Sea Pearls to Freshwater Pearls, Keshi Pearls, Baroque Pearls, and others. Art Deco jewellery is a particular favourite of our younger patrons who want to stand out in a crowd—using colour and symmetry to create something enchanting appeals to this creative set. I have continuously fed my creative soul and ensured that The House of Rose keeps up with and sets trends. Post 2020, we have changed how we create and operate to keep up with an evolving market. From phygital experiences to inclusivity to gender-fluid jewellery, we are traversing the ocean of possibilities to keep our patrons awestruck with the wonder of truly unique, hand-crafted jewellery. We are talking about masterful pieces where value for money meets the stunningly beautiful.

The Retail Jeweller India Magazine