Young consumers are looking at heavyweight jewellery too: Rishu K Gupta, Kasturi Jewellers

Kundan, polki and antique jewellery that makes a statement, looks attractive, and also becomes an asset is being favoured by the younger generation of consumers this festive season, says the Director of Kasturi Jewellers

Patna: Through the big jewellery shopping spree encompassing Dhanteras, Diwali and the entire festive season, Rishu K. Gupta, Director, Kasturi Jewellers, Patna finds that all categories of jewellery appeal to young consumers, who don’t shy away from experimenting. “The younger generation of consumers is not only looking for lightweight jewellery for everyday wear but also heavyweight jewellery that serves several purposes. It can be in the form of kundan, polki and antique jewellery that makes a statement, looks attractive, and is also an asset,” he explains.

Meanwhile, Gupta observes that the younger generation of established jeweller families, who have just become a part of the industry or are yet to enter the family business, are particular about the values of trust and transparency.“It might be challenging for young people to take over the family jewellery business because it involves being present in the showrooms for long hours each day. However, the advantage of technological innovation and automated processes encourage them to create a complete transparent ecosystem for jewellery consumers, with whom they already enjoy a relationship built on trust,” he says.

With changes and current challenges in the market, independent retail jewellers are propelled towards organization, Gupta adds. This task is achieved faster by young jewellers in generational family brands, who consider entry of corporate jewellery brands in States such as Bihar beneficial for the industry as a whole, he points out, adding local jewellers have an added advantage over corporates. “Independent and regional jewellers from Patna can leverage the strength of direct connections they have with consumers. Corporate brands do not have the same advantage. We can use this as an opportunity to grow,” Gupta states.

Written by Aparna Bhowmick

Retail Jeweller India Exclusive