Amid record gold prices, trendy lightweight jewellery sees spike in Kashmir

Srinagar, Sept 15: Apparently, the unprecedented hike in the gold prices may seem to suggest less demand for jewellery items but thanks to the trendy lightweight designs offered by branded stores, there is a surge in the Kashmiri market.
Over the years the branded golden and diamond jewellery has gained popularity among the people in the valley with jewellery stores introducing innovation in designs and economical light weight products to attract the customers.
Offering the customers superior craftsmanship, exclusive designs and guaranteed product quality, the branded jewellery has lured the customers towards exploring something new and worth a try.
Those associated with the business of branded jewellery revealed that the demand for the branded gold as well as diamond has significantly surged in the valley with customers becoming brand and purity conscious. They said that there has been an overwhelming response from the customers all these years.
Talking to Rising Kashmir, Zuhaib Malik of EMM BEE Tradings , which deals with the business of gold and diamond jewellery, revealed that the customers were becoming aware of the brand equity and the purchase value offered by the hallmark certified gold.
Pertinent to mention here, the first branded jewellery store, Tanishq by Titan company, was launched in Srinagar in 2001 while it was the only high end, branded gold store in the valley.
“There was no branded jewellery store in the valley at that time. When customers started coming to Tanishq, initially they would speak about the higher end prices, but gradually they got to know about the importance of hallmark, the purity and the amount of gold included in the jewellery they buy”, Zuhaib Malik said.
“Gradually a sense of awareness and consciousness was infused among the people about the brand. People knew the importance of a brand and its worth. Most important thing was the trust it gained. Secondly the diversity in designs was also a point of attraction. With the availability of the latest and unique designs, customers flock to explore something new. Today Tanishq has emerged as a favourite jewellery destination, because of its brand value and purity,” Zuhaib added.
The customers revealed that Tanishq not only offers an attractive range of varied jewellery designs with elegance and simplicity, but also ensures the purity of the gold sold to customers.
Tanishq is today the most loved Jewellery brand in the country earning an unparalleled reputation among the customers. The brand has over the decades striven to cater to the taste of the customers, especially women, offering them jewellery that meets traditional and contemporary inclination.
“Now people in Kashmir know the equity of the brand, they are now aware of the brand story. In the beginning it was a bit surprising due to higher prices as compared to non-branded gold , however that faith started developing gradually”, a customer at a jewellery store said.
“We have customers from all across Kashmir. The brand, the available varied choice and purity has attracted them as all customization is done by the company. It is a transparent procedure”, Zuhaib said.
Adding, “The store is always packed with curious customers who want to explore new and trendy designs. We have customers all across Kashmir be it north Kashmir or South Kashmir or other far off places in central Kashmir.”
The jewellery dealers believe that the exposure and visibility has gone up while the brands were more visible with the people getting aware of the affiliation, strategy, and history of the branded jewellery.
They said with the profound technological advancement, customers have lots of tools, portals, apps available to know about purity , karats and the brands.
With the launch of the yet another branded jewellery store CaratLane, more choice of classy and affordable jewellery designs is now available to customers who prefer lightweight styles that remain constantly in vogue.
In a short period of time CaratLane has become a favourite jewellery destination for the younger customers.
According to the dealers, CaratLane caters to the youngsters who are keen towards putting on sleek and elegant jewellery pieces at an affordable and economical price.
“CaratLane, serves a different set of customers. The target audiences are the younger generation falling within the age group of 18 to 35. CaratLane is more about trends, classy designs and stylish jewellery. Since it is less in weight it is more economical and affordable,” a dealer said.
They said that the modern, sleek and not so fancy designs have increased the customer footfall at these branded stores delineating the growing demand towards the branded jewellery among the customers.