Diamonds more preferred than Gold for \'wearability\' factor: Chitwn D. Malhotra
Diamonds more preferred than Gold for \'wearability\' factor: Chitwn D. Malhotra

In an exclusive interview with Indian Retailer, Chitwn D. Malhotra, Jewellery Designer & Founder, Dillano, shares her views on the Indian jewellery industry:

Tell us in brief about the new product launch – the target market, pricing strategy and brand positioning strategy for instance.

Our new product launch was the much awaited Animal Collection. Designs were especially created keeping in mind people’s love for nature and animals. Using the best available diamonds, technology and highly creative designs, the pricing will surely be a bit on a higher side. But I am sure that it will be worth it. The entire range got an amazing response from our clients as well as VIPs and socialites, who especially came at the launch.

How do you view the jewellery sector shaping in India over the past few years?

Over the past few years, the jewellery sector in India has surely gone a bit low because of the rising and fluctuating gold prices. But now, because of the stability in prices, the market and jewellery sector is sure to rise once again.

Earlier people use to see diamond as a thing of luxury, have you witnessed a significant change in the consumer behaviour in present times?

I would say that jewellery is still considered as a luxury except at the weddings. There it surely becomes a necessity for a lot many people.

How do you see the demand of Indian designed jewelleries from foreign countries?

Indian designed jewelleries are very much in demand against the foreign designed jewelleries because of its beautiful, intricate and detailed designing in comparison to the jewelleries in foreign countries.

Apart from the huge demand for women jewellery, how has been the demand for men’s jewellery in India?

In comparison to the earlier times, men’s jewellery has risen in demand, but not as the demand for women jewellery.

Apart from designing, are you also involved in sourcing, manufacturing, and processing of gems and stones?

Yes. We not only design, we also have in-house manufacturing units of jewellery making and gemstones that we outsource from various parts of the world.

Gold Jewellery is the most preferred form of jewellery in India. How far do you agree with this statement?

Earlier, people use to prefer gold jewellery in India because of its investment value. But nowadays, consumer behaviour has seen a great shift towards diamonds, polki jewellery as well because of its increase in factor.

Highlight few factors that are holding back this segment to grow further?

The factor which is somewhat still holding back the demand industry is the instability of the gold and diamond prices, which inturn makes the buyers confused about whether to buy at a particular time or not.

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