‘IIJS Virtual will help explore the creativity that floated up during Covid’

Darshit Hirani of P Hirani Exports Pvt Limited thinks coloured diamonds have a great future in India and IIJS is the perfect platform to enhance sales

How do you feel about the IIJS going virtual?

I think it’s wonderful. Social-distancing is the need of the hour and communication has dropped for many. Candid conversations and meetings to drive them into different directions are not there now. IIJS Virtual is a positive step that will allow people to discover us. Creativity went into an overdrive because of Covid and the extra time allowed designers to implement their long-pending ideas . So, new designs have come to the fore and this is the right time to show them off. The extra time has allowed us to execute our plans well. I am very optimistic about IIJS.

How do you see the coloured diamond category placed in the next two years? What are you offering at IIJS?

We have worked only on coloured diamonds for four decades. India is one of the fastest growing nations when it comes to coloured diamonds. China is the only other country that saw some growth in this category, but is still no match for India. There is massive growth here and it is increasing because of aware customers. Most people who buy coloured diamonds are aware because they globetrot, are updated on social media and all big brands use a lot of coloured diamonds in different forms. It’s actually the retailers who need to put their feet in the water. Only then will they realise that people are open to it. We have tried to focus on different price points and one-of-a-kind pieces. We are selling unique jewellery, and also regular wear.

What is your advice for retailers who are coming to the virtual show?

Every customer wants something different. When a person has bought jewellery all their lives in gold, diamond or gemstones, what else can you offer them? Coloured diamonds are a great option. When I talk to retailers, they say that they find coloured diamonds too expensive. That is not always the case. There are different colours, such as the whites at lower price points that you find in south India. You also find large sized stones in the same budget. In north India , people are price conscious and look at quality at a lower range. Coloured diamonds work great here because you can superimpose them on heavy jewellery. Only one per cent of the world’s diamonds are coloured, so they are very rare and make a statement.

Do you think business will recover in the next 6 months?

It is touch and go. Everything depends on how optimistic people are. I won’t say there will be a buying spree, but I also feel there is a chance at a 75% recovery. After Covid, the high-end market is doing well in India. There has been a lot of interest in jewellery. The lower-end is conscious and afraid. So, we will have to depend on the other spectrum for business.

Courtesy: Retail Jeweller India News Service.