Valentine’s day is no longer just about red hearts, flowers and greeting cards. Many jewellery brands want all those young at heart to think of more options. Thinking about gifting jewellery for Valentine’s Day is the mantra that is catching on since the last few years and brands like Tanishq, Gili, Kiah, Carbon, Oyzterbay are in full swing to promote their collections in the market. Before you brush the idea that jewellery is expensive think again, you might get your dream diamond starting Rs 1,000.
Branded jewellery has definitely reached out to a lot of Indian homes and today contemporary jewellery for daily and office wear is in vogue. Over the years, fashion jewellery has turned out to be one of the most thought about gift options. Since Valentine represents love, a lot of jewellery brands have in stock heart shaped pendants in gold and a combination of white gold and diamonds. However, if you feel that the regular heart shaped accessories are boring, then do check out more stuff in gemstones and unusual shapes like hoop shaped rings set in plain yellow and white gold as part of a locket, butterfly shaped pendants, accessories using pink enamel and white gold.
Gearing up for the occasion Tanishq is alluring customers to get into diamond purchases this season. Comments Pallavi Foley, a leading designer from Tanishq, “We are offering up to 25 per cent discount on all diamond jewellery.” The enthusiastic crowd at the store surely seems to be making a statement that it is the season for jewellery.
Whether it is Tanishq or other brands like Gili each have their own collections to boast about. Popular brand Gili is planning to promote its recently launched ‘I Promise’ collection. The collection has a set of finger rings that are made of 18 karat gold, white gold and diamonds. Says Venkatesh S, regional manager, Gili World, “Keeping with the mood of the Valentine occasion, this collection is ideal for anyone to gift their love and the best part is that pieces are affordably priced at Rs 3,450 each”
With gold prices anyway reaching sky high, it is not unusual to find jewellery stores promoting diamond, platinum, white gold and coloured gems. In addition there has been a gradual shift for customers to check out the svelte branded stores rather than constantly picking their jewellery at the familiar traditional outlets.
Says Gautam Gulati, brand director, Kiah Diamond Jewellery, “The overall trend in the jewellery preferences of consumers has undergone a noticeable change. With more and more women moving towards white gold from yellow gold there has also been a remarkable shift from heavy, chunky and dressy jewellery towards lighter pieces.”
For those who would like to believe a brand makes all the difference and style rules over price, they can definitely have a look at the Constellation collection from Carbon accessories. Inspired by the myriad constellations, it has each diamond set in a multiple shared prong setting that makes a number of small diamonds appear larger. The collection is priced Rs 5,950 onwards for pendants and Rs 11,950 onwards for ear tops.
Valentine’s day may be just an excuse to indulge in jewellery; yet this day is gaining a lot of prominence, as it is no longer just college kids celebrating the day of love. According to Pallavi, “Various age groups have started celebrating this particular occasion; after all Valentine is all about expressing yourself. Moreover, with the trend shifting towards wearing subtle jewellery, an occasion like Valentine’s just gives the perfect excuse to indulge.”
Lightweight jewellery is chic and happening. Says Gautam, “It’s not always about the number of diamonds or the size of diamond in your jewellery. The ethereal and pure feel that one gets after wearing a stone that is millions of years old is indescribable. Whether it’s low budget jewellery or a piece that is worth lakhs of rupees; the joy of owning and wearing diamonds remains the same.”