Thaindian News

New Delhi, Oct 2 (IANS) After a positive response to his sterling silver jewellery brand — Real Effect — Britain-based Indian origin jewellery designer Suveen Kapoor plans to open stand-alone stores in major cities, besides launching designer watches studded with precious stones for young professionals.

Kapoor designs earrings, pendants, necklaces, cufflinks and bangles set in silver and embellished with small zirconia stones. His line of sterling silver jewellery, ‘The Real Effect’, has become a popular brand in the capital.

Sterling silver is an alloy containing 92.5 percent silver and 7.5 percent by weight of other metals with a purity of 925. Kapoor however said the alloy he uses has 95 percent silver.

“The Real Effect brand has been a hit with working women. In the past two years, we have seen demand increasing exponentially and so we have decided to expand our product line,” Kapoor told IANS in an interview here.

Available in Shoppers Stop and Lifestyle stores across the country, Kapoor also plans to expand the brand’s presence through tie-ups with like-minded jewellery stores, having a pan-India presence.

Keeping in mind the upcoming festive season, the Real Effect is also offering attractive discount schemes like buy one item and get the second half price.

“The idea was always to offer trendy jewellery to working women which are light and priced right. That is one of the reasons for the brands success,” Kapoor said.

The price range for the jewellery items are from Rs.1,000-Rs.10,000.

“We keep introducing fresh designs every year and customers have been choosing us as the items are trendy but not flimsy. Also each jewellery comes with a certificate of purity,” said Kapoor.

“Also early next year, you will see designer watches studded with stones available in various outlets. The prices would again be very competitive, Rs.2,000 to Rs.7,000.”

Kapoor, who is based in Hatton Gardens in Britain, employs in-house artisans to design his jewellery.

Giving insight into the buying patterns of Indians and the British, Kapoor said: “British buy silver as treasures while Indians buy silver as fashion jewellery.”

“In India, silver is cheap and is found in abundance. Though Indian women are fond of ethnic silver jewellery, the steep prices have forced them to opt for lighter contemporary jewellery.”