It's time for shoppers to make a beeline to take advantage of special festive offers. It's the time of the year when there is Spring in the air and as shoppers go about finding the best deals.
The mall fever has caught up too soon with India but does this leave behind the exclusive showrooms or will they be able to thrive as specialty stores? What happens when you get a wide choice of several brands under one roof while there is large collection of one brand under a roof? What do you choose ?
An average shopper who wants to buy casual, trendy stuff definitely picks up something without much fuss since the investment quotient is low. The jewellery is trendy, easy to carry and doesn't need maintaining. A heavy piece would involve investment and a lot of thought goes into this. You are getting something that is once in a life time or a rare buy? What about the change in styles and designs that make you seem ages old if you wear those studded heavy sets that were in vogue some 10 yrs back? Previous season - it was just gold, next season it was diamonds and this season it is colored diamonds.
With so much happening in the precious industry and diamonds being the next big thing after gold, where do you choose to shop and how much do you trust what you get? Its malls this season since the festivities and wedding season have calmed down and the New Year and valentines take over. The gifting season sees punters making a beeline for small pieces that are easy on the pockets. The range doesn't exceed over Rs. 8,000. Shops like Gili and Kiah have small delicate pendants and trinkles which start as low as Rs.1000.
I head to Palazzo at Cross Roads to see what's on display this season. Palazzo around ten brands clubbed under a canopy. The known brands in the industry sparkle competing for attention. But what really sells? With recent launches and promotions with a new concept and new designer lines that hit shelves each season, what consumers purchase is hard to grasp. As I move around from one counter to the next there are different aspects of selling that claim attention.
The gifting season sees punters making a beeline for small pieces that are easy on the pockets. The range doesn't exceed over Rs. 8,000.
There are rings and earrings that are hot sellers this season. With the New Year and Valentines it's the band of love, the rings that are stealing the show. The staff at the counter are the best people to gauze trends from and here is what they have to say.
Sparkles diamond jewellery starts with Rs.2,000 pendants and goes as high as you want to buy. But the counters in stores hold jewellery of maximum Rs.50,000. it offers rings and earrings set with diamonds. "White gold and small pieces in demand at this time of the year," says Akshaya who looks after the Sparkles counter in Dhanabhai's Palazzo. The best sellers for Sparkles are their delicate rings starting at Rs.5,000.
Ira is next in line and this special range of jewellery for women is good for casual wear. There are delicate rings that can be used as pendants also and are selling well. The range of jewellery that Ira sells is between Rs.4,500 to Rs.9,000. Instyle is not far behind. It has exclusive and trendy designs. "Clusters sell well in our collection. There is demand for rings and bangles," says Dhruv the sales person at the counter.
A totally colorful and bright counter amid the all sparkling gold collection is Damask's Collection. It is 18kt. diamond jewellery and 24kt. gold jewellery that it offers done in traditional designs with Minakari, Kundan and Polki work. The Damask's counter is exclusive to Palazzo and has no other branch around. The collection is vibrant with heavy pendants and jhumkas in red and green that dominates its color scheme. "We specialize in trendy traditional jewellery. People are not aware about its value and craftsmanship, they need to be educated on that aspect," says Ambrish Solanki. "People buy such sets when they want to match jewellery with their dresses."
Ishis is yet another brand that makes you stop and take notice. The collection has rings and earrings moving. "We sell a lot of rings and earrings starting at Rs.4000 onwards. Heavy designs don't sell well it's once in a month that a customer even looks for a heavy design. If they want something bolder we direct them to the showrooms," says Meghana, counter incharge of Ishis.
There are some other brands to explore at Palazzo but its lunch time and so I take a quick glance at Arisia, D'damas and Dhanabhai's collections. Dhanabhai jewellers have the maximum space and you get all kinds of jewellery here. You name it and they have it. Be it diamonds, spiritual pendants, heavy studded sets or light casual pendants. It's all there spread in neat sections at the far end of the Palazzo. Its time for me move on to the next mall to get the pulse of the trend.
Nirvana at Pantaloons too has friendly sales staff. Jalal fills me up on the settings and quick moving jewellery. "It's definitely rings this season. The cluster and new mystery setting is doing really well. It's the individual pieces like pendants and earrings that people prefer over sets," he explains. Ishis at Pantaloons is a small counter but you get a good collection of nose rings and Pendants. Daksha tells me that it's more of rings and pendants since its gifting season. Clusters sell more than single stones.
Gili at pantaloons has chains that are hot sellers. Delicate thin chains that are priced between Rs.1,400-Rs.3,500. "it's the round and brilliant cuts that sell best and floral designs are in vogue," says Tabasum who manages the Gili counter. People buy Gili not as gifts but for self use Tabasum believes.
The next and obvious choice at Phoenix Mills is Life style. Life style has Gili, Adora, Nirvana and Ishis. Adora has seen the most success at this outlet since it has a good collection of pendants and earrings. It also has a line of spiritual pendants that is selling well. the pendants are priced at Rs.5,000 to Rs.6,000. "Since people are buying jewellery as gifts this season we are selling products in the range of Rs.10,000,"says Prashant, Counter staff for Adora at Life Style. Gili is also doing well with its floral collection being in the limelight. The designer collection starting with Rs.10000 is doing well and they have promotion offers exclusive to lifestyle alone.
This is the up town scenario. The Republic Day saw shoppers flocking towards the malls. The low prices and special offers were luring more buyers than any other reason. With additional offers for Valentines Day it's welcome opportunity hard to miss.
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