Realising the exponential growth in this trend and with the hope to raise its awareness in all sections of the society, jewellery designers too, have extended their expertise from jewellery to various other products to explore the immaculate style statement that the carbon beauty can make. Ginza Tanaka, a Japanese jewellery brand created an exquisite diamond bag that scorched the global runways. Mont Blanc, the producer of the most cherished and expensive writing instruments has brought about a new revolution by introducing the elite fountain pen, set with over 4,600 clear-cut white diamonds on an 18 carat gold barrel tipped with a cap which has seven exclusive diamonds studded to it. British designer Debbie Wingham very recently designed one of the most expensive dresses in the world. The dress covered in two-carat black diamonds, weighs in at 13kg and is valued at £3.5million. Topping the charts was Hollywood celebrity Kelly Osbourne who got a $250,000 manicure for the Emmy Awards night. Her shimmering diamond-studded nail tips created quite a stir. These are just some of the examples of diamond studded everyday products that have made the headlines. We spoke to some industry bigwigs who too agree that apart from jewellery and investments, diamonds are the new everyday product enhancers.
LakshPahuja, renowned jewellery designer from India has become a name to reckon with, owing to his innovative designs that take art of jewellery to unimagined heights. He has set a new benchmark in the industry when it comes to edgy and contemporary designs. We asked him if he believes if this trend is here to stay and pat comes the reply, “Many gadgets such as iPhones, pen drives, etc. have been enhanced with the use of diamonds. But, in India we do not have the technology or the open mindedness or such design aesthetic. There are some manufacturers who are experimenting with it but the finish is not up to the mark. The finish is of the utmost importance here as that’s what lends the gadget or any other product such as bags or belts, its individual personality.”
But, does he think it can be a huge trend in India is our next question, “It sure is but it is restricted only to celebrities and not to the segment where the real wealth is such as industrialists and big businessmen. I believe Indians do not give much importance to ‘design’. They may be very good at aping the west but are not ready to pay the price for art and beauty. They are unwilling to experiment.”
Talking about his own creations, which have proved to be a page-turner in the jewellery design realm of India, he says, “I created an iconic piece known as the Titanic which is diamond-studded. It can be worn as a shoulder accessory or most of the times it can be used as an exquisite home décor product. People in India are ready to spend millions on the interiors of their showrooms, homes or offices but will be unwilling to invest in a piece such as the Titanic which can be worn and treasured, simultaneously. It definitely adds value to the interior design, but they will not spend on it.” The Titanic is just one of the iconic designs that this magician has brought about, the others such as the Dragon Headgear which triples up as a table showpiece and also as a cigarette lighter are classic example of jewellery turned everyday products. Defying the norms of jewellery and setting new examples of innovation, Laksh Pahuja’s designs are not just to be worn but also to be flaunted as a décor element and enhance the home ambience to the zenith.
Trying to delve into this prolific trend deeper, we spoke to Hemant Shah, Partner, Priority Jewels. “I am of the belief that one must give new and fresh options to consumers all the time. We have been too focused on selling traditional jewellery and that too without creating excitement and offering any dynamically new designs. So any other product that will create excitement and desire for diamonds is always a good idea.”
But, is it always that these different products have higher sales volumes, we wondered. “One must remember though, that it is not the ‘different’ product that will always sell but it sure will make the consumer remember about diamonds and get you footfalls in your store,” is his quick response.
When quizzed if he thinks it is a big trend internationally, he declines. “No, I do not think this a very big trend anywhere right now. Being extremely niche products, the demand for them is amongst a very small target audience... but is a talking topic and drives foot falls.” Suggesting ways to promote this trend he says, “If some celebrity were to use diamond-studded products or if they feature them in a movie, it has the potential to become big. Then, promote, publicise, and constantly innovate.” Talking about advertising and promotion of this trend as a category, he too concurs with Pahuja’s viewpoint of lack of innovation amongst Indians. “It is sad and unfortunate but even agencies who advertise for generic products or gifting products do not use such innovative products in their advertising, they too want to advertise safe. It is such a blue state of affairs for the industry that no one wants to innovate, but yet expect the consumer to want your product.”
Probing into the desolate mindset with lack of innovation amongst Indians, we asked Shah if he thinks this mindset could change? “Unfortunately, we do not have many in our industry who have the patience to wait three to five years for such products to be promoted and wait for them to catch on. We have many who have the financial resources needed for it but we are traders at heart and perpetually want instant returns. We are not wealth creators and do not have the patience for value to be created. We only want cash,” is his straightforward reply.
Heading to one of the global leaders of diamonds we requested Forevermark to give their insights on this emerging trend. RajeshreeNaik, Marketing Head, Forevermark India agrees that this is a very big trend internationally and also in India. “This trend is a part of life for the rich and famous and is also very useful to the industry too. The low grade and smaller size diamonds can be put to the right use here, in terms of embellishments.” When inquired if Forevermark is also innovating and using their diamonds in other products rather than just jewellery she says, “Taking into consideration the rarity and preciousness of our diamonds, they are used for more precious and opulent products such as high-end jewellery. Also, the size of diamonds we offer is above 14 points which is too large to use it as an embellishment.”
Goenka Diamonds, a trusted name in the field of jewellery and gems industry of India, too has created a path breaking diamond pen that has won many hearts and awards. We quizzed NitinGoenka on his decision to go against the stream and create the diamond pen. “Women and jewellery get centre space at a wedding. But the poor groom gets no diamonds that he can wear and flaunt. Men dress conservatively and are understated at all times, so I felt that they need to enjoy a little glitz and glamour at their own wedding. And so the idea of a diamond pen came up during a friend’s wedding,” shares Goenka.
“The response has been over whelming as our clients have found it to be a great gift for the groom / groom’s father/ brother, etc. We also won the IJ Award for the Best Men’s Jewellery in India for our diamond pen for the year 2011. We craft it in yellow, white and rose gold,” adds he.
Talking about this rising trend, he shares that the biggest eyewear brands are making frames with diamonds; one popular international writing accessory brand introduced a specially cut diamond in the shape of their logo in a limited series. Goenka Diamond themselves are extremely involved in taking this trend ahead by making diamond-embedded clutch purses, iPad, iPhone and Blackberry phones. “I am in talks with a very celebrated international shoe brand for diamond encrusted cocktail footwear series. I was approached recently to provide a selection of diamonds for a porcelain dinner set and gold plated cutlery set for a trousseau,” he says while throwing light on his future plans to give impetus to this developing trend.
Not constricting to just objects and everyday products, Goenka is an optimist and shares that he wants more and more people to enjoy this trend and add a bit of glamour to their daily life. “I would love to see artworks and paintings with diamond detailing,” he states with a smile.
With India being home to the one of the largest diamond industry in the world, it is no surprise then that the innovative use of diamonds here is already geared up to make the world take notice. With the hugest diamond manufacturing and polishing industry, most industry honchos believe that the diamond-studded objects will be the next big thing to optimally utilise the low grade and small size diamonds. Every industry grows only through innovation and game change, henceit is suggested that the industry should come together to think how India could use, market and export its inventory of very large percentage of the world’s small cut diamonds and concentrate on promoting this trend as a raging category.
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