Shardah Uniyal, Marketing Head, Gitanjali Group, says trust is a key factor in influencing jewellery buying decisions.
Gitanjali is a household name in Bangalore. However, competition in the city is fierce. How do you set yourself apart from the rest?
For the young, tech-savvy, fashion-conscious consumers of India’s Silicon Valley, branded jewellery from a large and trustworthy name like Gitanjali Group has been the solution to all their jewellery needs. Gitanjali has been the name they can trust to deliver quality and purity with modern, contemporary designs that complement their lifestyle. The wide spectrum of brands means that there is something for every consumer, for every type of occasion, across a range of price points. While these factors have given the Gitanjali Group an edge over others, the extensive marketing campaign and strategic associations with events like Bangalore Fashion Week, Max Miss Bangalore, Pantaloons Fresh Face Hunt and many others give brands associated with Gitanjali an obvious edge.
What new changes are taking place in the jewellery industry? Have you noticed any interesting trends?
There has been a huge rise in the popularity of diamond studded jewellery, especially lightweight jewellery for daily wear and work, in recent years. With the huge rise in gold prices over the last two years, diamonds are also relatively more affordable. And since they have a clear aspirational value when compared to gold, and also make more modern style statements, younger consumers are opting for them more. There has also been a trend towards combining diamonds with other stones like emeralds, rubies and even pearls. For festive wear, we have seen a resurgence in demand for stylized interpretations of traditional Indian styles — the rose cut, or polki diamonds, kundan work and jadau jewellery.
Is there more demand for platinum as well?
Consumer interest in platinum jewellery has also grown in the last couple of years, though the white metal addresses the needs of a slightly more niche elite group of buyers. Besides diamonds, other gemstones too are gaining popularity. Yes. The Indian consumer has some eternal favourites like emeralds and rubies, though currently there is popular trend of combining diamonds with these precious gemstones and even with high quality pearls.
What designs are in vogue currently?
For daily wear and work wear, diamond studded lightweight jewellery is popular. Elegant and minimal is the current trend in these categories. When it comes to jewellery for social occasions, larger pieces like chokers and chandeliers are back in fashion for the special days, and even traditional Indian styles like rose-cut diamonds and polki have made a comeback. In the casual evening wear segment, diamonds in combination with emeralds, rubies and pearls are the current fashion statement.
How different is Gitanjali from other jewellery brands?
Trust has always been a key factor influencing jewellery buying decisions, and Gitanjali’s legacy of nearly five decades in the diamond jewellery business is something that sets us apart from other all-India brands. Conversely, Gitanjali sets itself apart from other jewellers who have many decades in the business, due to its all-India and even international presence, and the sheer breadth of choice it is able to offer to the jewellery lover.
source: http://www.dnaindia.com / Daily News & Analysis / Home> LifeStyle> Interview / by Caroline Diana, Place: Bangalore, Agency: DNA / Tuesday, January 08th, 2013