Revolutionary transformation in jewellery industry: changes in jewellery styles

1. Revolutionary Transformation in Jewellery
Dr. Neeru Jain
Associate Professor & Head
Dept Jewellery Designing
The IIS Uniersity,Jaipur
There is something special in 21st century. It is a creative period, a time when both artists and client
were suffused with a spirit of innovation, a never-ending interest in the new, the different and the non-
conformist. In this new era, it has seen a rebirth of design. Designers have shed their cloak of traditional
style that governed decorative art for so long. In its place they have created a new meaning of design
which has divergent style individuality. This in turn has inspired other designers to explore the Art
Nouveau and Art Deco movements and other ancient and contemporary forms of architecture. Now a
days we can see the spark of creativity in those who identify and support the future of designs - the
consumers.
The sales of designer jewellery have continued to rise in the past few years despite the recession. While
a large breed of customers have bid farewell to mass- produced goods which are almost available in
each and every store, the design promoted firms have begun to match or beat figures. While discussing
the emergence of new design parameters designers commented, "I love to create jewellery. When my
mind is free and my pen moves itself on paper, it is as if an invisible thread is guiding my lines. The
quest for new me to express what I feel in my own way. Each collection is a challenge different from the
other, but what is most fascinating of all is that I don't know what kind of jewellery I will be making
tomorrow." This statement convinces that design has become a vital part of the jewellery industry and
with professionals coming into the field, it will build its identity in the coming time. Designer jewellery
is now showcased at jewellery exhibitions. These displays exhibit everything from award-winning
'classics of tomorrow to truly avant-garde pieces meant to teach and inspire rather than to be worn.
To a consumer’s eye unaccustomed to Indian style art jewellery, the designer halls may seem a waste of
time , but beyond the show stopping sculptures lie some truly interesting and yes, wearable new sources
of designer jewellery.

2. Costume jewellery contemporary jewellery Branded jewellery
A welcome change indeed, considering costume jewellery is very practical and can be worn as everyday
jewellery. And importantly, it is worn not for any other reason, but purely, to enhance one's beauty and
personality! Not so with precious jewellery, of course! But real jewellery carries with itself a never
ending romance, which has very rarely failed to cast it's spell mortals (and for that matter, even the
immortals have not been untouched by their fatal attraction.), therefore Precious jewellery has a very
feminine appeal to me as a woman and designer, working with the real, noble metals can be very
inspiring.
THE LOOK: In contemporary times, when competition rules the roost, jewellery must, instantly catch
the eye of the beholder or bear the brunt of rejection at first sight! Recognizing the need of new era.
Most of jewellers believe that jewellery must look impressive. They prefer to lend a contemporary
lightness to their jewels for casual wear, seeking more flexibility for pieces and using technical advances
for linking, which allow a perfect imbrications. "But when the event is social or formal, subtlety is not
an loud enough to create a blend and heavier pieces with glamorous presence do the trick." option.
Jewellery styles must speak
AWARENESS
The message is the same, but the speed at which the consumer responds is varying. Some are picking up
designer jewellery and are with it. Others have begun to try a see how their friends react to it within the
circles they move. If the reaction is good, their appetite quickly responds to the next piece of designer
jewellery. While everyone tastes the goodies, it is all an effort to make designer jewellery a staple diet.
only quite happy or two to piece In a conversation with Mr. Jatin Bhatt, chairperson N.I.F.T. Accessory

3. Design, views were shared on how design today has become a strong U.S.P. "Everyone said that
jewellery couldn't be branded like clothing and other fashionable items but now for the first time, we are
seeing designer jewellery accepted popular level" he said. on a The negative side to this is that designing
has always been a creative and interesting task. Men and women of great talent apply their minds to
exciting and wonderful works of art. The artists should be respected for their originality and uniqueness.
But this century has become an open season for the copying of art jewellery. Mass production and
duplication Technology permits things to be done quickly and inexpensively. Let design be a can now
be done with relative ease. major breakthrough
The jewellery category in India is moving towards branded jewellery as regional players are focusing to
become dominant in the territory. They are seeking rapid expansion, including Malabar Gold, Kalyan
Jewellers India Pvt Ltd, and many more. • Titan Industries Ltd’s Tanishq branded jewellery outlet is
the is the largest single jewellery brand in India. Titan also operates under the GoldPlus brand, making it
three times larger than second-placed Joyalukkas in terms of retail sales. Tanishq is the only truly
national jewellery brand of India. Thus branded jewellery aims at acquainting people with the latest
international trends, educating people on how to buy jewellery and at the same time providing the
customers with a unique international shopping experience.