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Market is fond of pretwear and gold is performing superb in this vertical at IIJS

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  • Pret ruling IIJS with attention on current gold rate
  • Durability of gold is more important
  • Colour gemstones pep up the category

Jewellery has a new star on the block – Pret wear. The category, popular for workplace styling, has found mainstream recognition among corporates and millennials. Gold, on the other hand, is getting complete transformation in this category. IIJS 2021 has thus become a haven for gold pret wear.

Rose gold grabs the most attention in gold pretwear. The category brings panache out of the unchanged traditional lure of gold in India. CIYAZA(Booth no: 3N073- 75) is bringing refreshing inventory in this segment at IIJS 2021. “Rose gold is one of the most favourite metal in pretwear these days,” said Vipul Bhuva, founder-MD, CIYAZA. Also, 18K gold is more durable as compared to 22K gold jewellery. This makes everyday wear a safer choice for investment for buyers, he added.

There are three factors that retailers are considering while buying pretwear at IIJS. The first one is the current gold rate. This is because gold has risen a lot in terms of price since the last year, and end-consumers are very concerned about price point, which is an important differentiator for pretwear. Secondly, usability is important as consumers would want the same sets to fit varying appearances for corresponding occasions. No longer is pretwear limited to workplace only.

Thirdly, the infusion of colour gemstones and diamonds in pretwear have amped up the popularity of the category by enhancing their beauty. Everyday wear needs that versatility in look which makes a minimalistic appearance interesting. “Also, semi-precious colour stones have introduced a lot of new colours such as British blue, pink and mustard. A blend of such colours make gold pretwear a really attractive category for the millennials,” said Bhuva.

The brand has designed its contemporary pretwear based on the current demand patterns of the young generation. Several other brands of repute in traditional gold jewellery are venturing into pretwear to charm the youth with entry-level jewellery sale propositions through pretwear.

Nitin Jewellers(Booth nos.:2F055/057), Hyderabad, is also showcasing delectable ranges in the gold pret category. Dainty, light jewellery in the pret range is performing very well with studded precious stones. This is because the youth doesn’t want to be burdened with the weight of jewellery, which they wear as an extension of their personality,” said Nitin Gulabani, Nitin Jewellers.

Offering gold pret neckpieces as lows as Rs30,000, the range is indeed becoming a savior for various buyers who are struggling to convert customer at times of high gold price rates. “Apart from that factor, durability, shine and the gold plating work (called chillai in Hindi) is high in demand these days,” said Gulabani.

The pret range has witnessed a surge in demand since the last 1.5 years, opined Chandresh Khatri, Anmol Jewellers(Booth nos.: 3Q001, 3Q003, 3P002, 3P002), who has shown a diverse range from as light as 6grams of chaandbaalis and lightweight gold necklaces of 15 grams. “The rate of gold is very high, for which buyers are looking for ranges with low weight and high affordability,” said Khatri.

Courtesy: Retail Jeweller India News

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