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Mumbai Offers Complete Shopping Experience
Mumbai beckons you explore the city. The further you move the brighter it sparkles luring you into the magic of diamonds and gold. Explore with our guide and you won't go wrong, its all at your doorstep, just a stone's throw away from you...
By: Administrator
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Jun 27 2006 12:00AM
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Reference: 2084  

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- Diamond World News Service

In a country like India, reinforced by folklore and religion, the tradition of jewellery needs no prologue. Its beauty, importance and value are unparalleled. It has always been associated with celebrations, weddings and has been a part of every gala, an essential part of Indian traditions. India is the world’s largest consumer of gold jewellery. Jewellery consumption has been booming and the newness of designs has given it the necessary boost.

Designs, colors, finish and look have become integral parts of popular jewellery. It is no longer about the yellow metal alone, though it still remains dominant in Indian markets, diamonds and gemstones have changed jewellery wearing. Today diamonds are affordable and jewellery is making use of all possible elements to add class and color to lure the buyers.

Neck-to-Neck Competition :

So when it comes to Mumbai and the buyers we find each designer and retailer trying to outshine the other in terms of creativity and price. They go where the buyers are and lure them with the shine of the metal and sparkle of the diamonds. Sub-urban Mumbai looks like a cluster of towns, where you find jewellers located together to catch the eyes of customers at every junction. With mall culture also catching up in the metropolis the retailer is going, where the buyers are and playing on then impulse-buying trait.

The town area of Mumbai, the main city has Zaveri Bazar and Hughes Road, where jewellery can be seen in its full glory. As we move from the main town towards the suburbs we start with Cross Roads where an entire Pallazzio awaits you with every possible brand under one roof. You can then choose from a variety, compare and then make up your mind. It’s the true competitive spirit that rests in the place. Then you reach Phoenix Mills at Lower-Parel where you have lifestyle malls selling jewellery along with clothes and accessories. Brands have set up in-store counters here and they seem to do good business where articles in the range of Rs.5,000-10,000 abound. The middle class is the main target of these brands. Specially trained sales persons, good at customer convincing also do the trick.

Shop-in-Shop Counters Galore :
Brands like Gili, Ace, Nirvana, Adora, Ishi’s, Carbon etc. are seen at these stores. The newly opened Atria mall already has set up Carbon. The trend is fast catching on and brands are moving to target the middle class customer through shop-in-shop and counters in malls. The trend of setting up showrooms and investing a lot is receding.

As you move further into Dadar area you see small jewellers and house hold family names like Vaman Hari Pethe. These jewellers have traditional designs and lack creativity. They sell more of the yellow metal and target the lower middle class that prefers these stores. Moving further into the Bandra area we have Waterfield Road, another destination for high-end jewellery shoppers.

When you hit the jewellery lane ‘Waterfield Road’ in Bandra the most sought after name is Notandas & Sons. As you enter their domain, the designer collections catch your eyes and each piece of jewellery is unique and beautiful in itself. Rubies and emeralds combine with diamonds- strewn all over the showroom. The jewellery ranges from Rest 10,000 and go up to Rs. 30-40 lakhs. Notandas has roped in Maheep Kapoor, who creates exclusively for them the most beautiful designs with a celebrity touch.

Anmol Jewellers is another known name on the lane. The jewellery available with them is different than what you get to see usually. The Kundan design jewellery, gemstones, enamels… are a common sight here but they do not keep traditional heavy gold jewellery. Their clients are the cosmopolitan lot — those who know about designs, travel abroad, the kind of people who have discerning tastes and evolved interests. They also retail DTC brands — Nakshatra, Asmi and Arasia.

Besides, these grand showrooms there are other noted names like Ciemme, Vijay Jewellers, Bherumal Shamandas, Orra, AK Motiwala Jewellers, Tribhovandas B. Zaveri, VN Jewellers etc. Bandra has the class and the deep pockets that help these showrooms to thrive. With added business during festivals and other occasions these players harvest good profits. Blending the Old & New :
As we move further away from Bandra deeper into sub-urban Mumbai we see big showrooms in the Khar area. Danabhai & Son’s, Chintamani Jewellery, Tanishq Jewellery, etc maintain huge showrooms where you get to see a great variety of high-end jewellery from reputed and traditional players in the industry who have managed to blend the old and new beautifully to suit different tastes.

Moving on to Santa Cruz and Vile Parle area the trend is more about custom made specialized designing. There are a lot of designers and exclusive boutiques that cater to your need and make specialized jewellery to suit your tastes. People here are aware of designs and trends; they seek newness in dress and style choosing jewellery to suit these changing fashions. Juhu has exclusive designer, boutiques by well-known designers like Roopa Vohra, Yogesh Jasnani, etc. In Santa Cruz and Vile Parle you find jewellers, who are creative and inventing, always experimenting with designs to make jewellery innovative.

Designs Inspired by Anything :
Then you will find a shop tucked away in a shopping mall, hidden away in the buzz of sellers and yet managing to be a favorite with the jewellery lovers in the area. Vijay Design Jewellery offer designs that draw inspiration from anything and everything right from history to paintings. Their jewellery is made in gold and diamonds with precious and semi-precious stones that add the much needed color to the creations. The jeweller has made a replica of Nizam’s Necklace, a necklace worn by Cleopatra; his designs are also inspired by paintings of renowned painters. Celebrities, screen actors and high-end shoppers comprise his clients. Their best appreciated design was Mohonjodaro and at Vijay Design Jewellery you will rarely find a piece weighting more than 50gms. ‘Where routine ends their designs start.’ They specialize in trendy, light weight jewellery that can be carried around for all occasions.

Trendy, Detachable Collections :
Another player in this area is Krishna Jewels, who have been in the market for more than 13 years. Designs are the USP of Krishna and their design panel is headed by six designers all reputed in the field and faculties at various designing institutes. Color stones and colored diamonds used in different styles to achieve a specific look make their designs winners. They have won the Solitaire design award for three consecutive years at IIJS. They believe that their designs speak for them hence they don’t advertise anywhere. IIJS is the only exhibition they participate in and all their clientele comes on recommendation basis. They create detachable trendy sets that can be worn as the celebration calls for with a versatile look. A neckpiece can be worn as a wedding necklace and can then be separated in layers and worn as a choker or a necklace separately. They don’t use any Minakari or color enamel. The color is imparted only through perfect gemstones.

Paradise of Designers :
There are other designers tucked away in this area, who create only for specific clients or have tied up with reputed brands to supply designs. You can call this part of Mumbai a Paradise of designers because you find everything you want and as you want it. The tailor made designs to suit your needs using the colors you want and yet retaining the designer’s creativity to play with his creation.

Moving from Vile Parle your next destination will be Andheri. When it comes to selling products, it’s the retail boom that comes to fore and Andheri is the place that comes to mind. When you think of jewellery in Andheri it is a ride to Lokhandwala where the Jewellery fraternity and top names co-exist together lining up both sides of the street. The much talked about brands with small showrooms have their wares displayed endeavouring to catch attention. Kiah, Orra, Ciemme, In Style, Cygnus, Gili, Nirvana… You name it and you are sure to find it !

It’s Kiah that steals the show with a teak and bluish shade that is so inviting that you can’t help but step in. As the trend shifts from just jewellery to fashion jewellery, Kiah offers its customers what they seek. The Bulaire Collection of Champaign Diamonds, though a recent launch, is much sought after by customers. “Kiah is easy on the pockets and starts from as low as Rs.1,000. The shop has a special counter displaying Rs.999 and above goods. The Gili outlet at Lokhandwala caters to niche, high-end connoisseurs. It’s for someone, who has traveled widely and knows what is in demand for the season. Gili is known for selling non-traditional trendy designs that start from Rs. 1,800 but the Diwali and wedding season sees an exception. Wedding season has jewellers looking for designs that are heavy, yet stylish. At Gili the demand for heavy jewellery moves during these months.

Bandhan Jewellery :
Ciemme with the bold red board and golden letterings claims your attention as you move the Lokhandwala lane. Compared to other brands they make the maximum sales of diamond jewellery in the area. Ciemme has three in-house brands which cater to different emotions and occasions- Damini Bandhan and Aishwarya. Bandhan and Damini are doing well at the store. Bandhan is a bond of love made for a couple; it is made for a brother and sister relationship, a girl friend and boy friend relationship, a husband and wife or even a mom and daughter relationship. It is a bond of relationships. Damini is the power of woman. Working women can buy it for themselves or gifting. Aishwarya is launched especially for Mumbai and Ciemme has also come up with spiritual pendants under Bandhan- Sun pendants and Om pendants.

Cygnus is a set apart from the others. Some distance away between eateries like Café Coffee, Barista and Pizza Hut. The sparkle between eateries is definitely hard to resist. They offer diamond jewellery crafted in 18kt. gold and certified by Cygnus inhouse certificate. Customer trust is of utmost importance at Cygnus. The shop sees mostly genuine clients who walk in with a desire to buy from Cygnus. It’s the high class that Cygnus targets. Instyle, rightly known for keeping up with latest trends in the jewellery industry displays exclusive designs right from a nose pin, hair pin to any accessory to adorn you in crafted elegant styles. Though it's diamond jewellery that adorns its shelf, they also use semi-precious stones in combination with diamonds. Instyle has all kinds of customers walking into the store. There is something for everyone. The collection starts Rs.1,100 which is a diamond set nose pin and goes into lakhs as expensive as you can go.

Trends Shifting :
With malls coming up everywhere it’s Goregaon, Malad, Kandivli and Borivali that have brands crowding in to be where they can tap into the client’s pockets. Eternity, Inorbit, Thakur Complex, etc. numerous malls coming up in the suburs of Mumbai demonstrate the trend shifting and people frequenting these destinations as you get a combination of entertainment and the complete shopping experience.

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