I’ve been listening to all this talk of electronics cutting into the market for jewellery. Everyone’s worried about how to ward off the ‘onslaught’! I don’t get it. Who’s attacking? Those electronics people have just tuned in to the market. The Indian jewellery industry is just out of sync – especially with the young generation.
Why is it that Indian jewellery designers don’t seem to understand my generation? I have to say, the brands are making an attempt. But the rest don’t even seem to be trying.
Even the brands haven’t really got it, though. They focus on making jewellery for us young women light and more tuned to daily wear. But the truth is, it has to be much more. It has to reflect a certain style; an attitude and most importantly it should be in sync with contemporary fashion.
Let me explain. In India today, the hottest trends in women’s wear are slinky shirts/ harem pants in smooth fabrics. The ideal jewellery to wear would be hoops and maybe long, thin chains, in white gold or platinum. Clothes like these call for funky jewellery which is not just delicate and light but also stylish.
And be creative! Experimenting works well. Like some of the brands abroad, where leather straps in gold bracelets or colourful plastic beads on earrings, add to the style and the combination of unconventional materials and sleek designs appeal to the youth.
But for us here in India, we have to hit the streets and buy junk jewellery from street vendors if we want that look. By the way, those street vendors seem to be on top of current trends and stock chic accessories!
Understand us. Get with it – or go the way of the dinosaurs!