Fashion meets fine jewelry
Indias love affair with precious jewelry is not new, especially when it comes to weddings. Mothers are known to start collecting jewels for their daughters trousseaus early on, typically buying from jewelers long patronized by the family or from specialized brands.
The collections offered by fashion designers predominantly featuring uncut diamonds, locally known as polki are handmade and then marketed using social media and celebrity patronage. But the nationwide pandemic lockdown that began in March brought weddings, and the fashion business, to a halt. Houses began resuming operations only around June, and designers are using the current festive and wedding season to finally introduce new collections.
Mr. Mukherjee said the pandemic and subsequent economic woes had changed consumer behavior. There is more emphasis on value, wearability and versatility now, he wrote.
Ms. Dongre said the crisis strengthened her resolve to focus on practical, wearable jewelry rather than cumbersome pieces that are worn just once, the same orientation she has with her bridal wear. Her biannual jewelry collections, each of which feature 25 designs, are sold by the piece rather than as sets, with each piece priced from $2,000 to $35,000. We encourage brides to mix and match, and stack, she said.read more
In India, Bridal Designers Add Fine Jewelry
