GJEPC has always taken the lead in instilling optimism in the sector

Hardik Shah from BR Designs says that the lockdown had set creative juices flowing, so the IIJS this year will have better designs. He also hopes that the Indian market opens up soon like the US did

What do you feel about IIJS’ new format?

We were delighted when IIJS announced that they were going to conduct one of the biggest jewellery shows in the world virtually. This gives us a lot of opportunities. GJEPC has always taken the lead in instilling optimism and faith in the industry, so by going virtual, they have ensured that there is continuity between a manufacturer, retailer and a wholesaler. Everyone in the industry now gets a platform to meet, talk about work and showcase their collections.

What should retailers expect from you in the virtual format?

During the lockdown, designers had a lot of time to let their creative juices flow. I am expecting a lot of new and creative ideas. Our USP is designer jewellery at affordable prices. This year, we have an ensemble of five collections. One of them, called Urban Nature, is inspired by nature and has a touch of enamel and diamond sprinkles all over. Our ‘The Open Mind’ collection is designed for millennials. It is lightweight and classy but very edgy. We also have a collection called ‘Stackable’, which is primarily bracelets and necklaces with charms and coloured gemstones . This collection is inspired by the modern and independent woman and her self-expression. Our ‘Flight of Freedom’ collection has a lot of fancy shades. After the confinement in these few months, there is now an urge to move. So, all motifs and designs in this collection showcase the spirit of freedom. Lastly, our bridal collection has the best of fusion work. It combines emeralds and rubies with baro pearls and diamonds, making them unique pieces for the bride to-be. All our collections come in different price points, so there is something for everyone. We expect three times the normal sale in the upcoming season, so let’s hope for the best.

What is your message for retailers and buyers who are participating in the event?

Covid has given us the opportunity to rethink our strategy. We had a lot of time to make changes to our inventory after identifying trends. We must come up with new designs for the new-generation customer, who firmly believes in the benefits of spending on jewellery. Our technology will give them the best touch-and-feel for all products — with high resolution and 360 degree videos for everything. We also have virtual try-ons, where you can experience what each piece looks like on you. All our inventory is digital. We adapt to technology very fast and have seen how the Chinese and US markets have opened up, and expect the same in the Indian scenario.

Courtesy: Retail Jeweller India News Service