Thaindian News

By Shilpa Raina
Mumbai, Aug 14 (IANS) All that glitters might not be gold but there will surely be oodles of sparkle at the inaugural India International Jewellery Week (IIJW) that opens here Sunday, with its organisers saying it will put the spotlight on jewellery designers and help them increase their business.

“This is not only India’s first but the world’s first jewellery event on such a mass scale organised by a proper body and not an individual,” said Sanjay Kothari of the Gem and Jewellery Export Promotion Council of India (GJEPC) that is hosting the five-day event.

The council is supported by the ministry of commerce and industry.

“We want the world to know how good our designers are and what all we have in this sector to offer to the world. All over the world people know about Cartier and Bvlgari when it comes to jewellery; I firmly believe that with the amount of experience and manufacturing skills we have, we are one of the best in the world,” added Kothari, the council’s convener for marketing and promotions.

“What happens normally is that you take a liking to jewellery from its looks. The designer is not known; so the idea is to give a face to jewellery designers through this event,” he explained.

The extravaganza will showcase the collections of 30 designers, including Farah Khan Ali, Varun D. Jani, Bina Goenka and Rhea Nasta. Well-known jewellery brands like Mirari, Gitanjali, Amrapali, Tanishq and Ganjam will also participate in it.

Terming it a business-to-business event, the organisers are hoping to bring in new customers and international buyers for the designers.

“Today, our jewellery designers mainly tap local customers or NRIs. But after this event, the perceptions will change and we will have international costumers as well,” he added.

Buyers from Japan, Russia, Britain, China, Italy, Malaysia, Libya, Morocco, Iran, the Czech Republic, Poland, Ukraine, Azerbaijan and Uzbekistan are expected to attend the event. Kothari is aiming to have buyers from the house of Cartier and Bvlgari the next time around.

The event, to be held at the Hotel Grand Hyatt, Santa Cruz, will feature 1,600 stalls displaying the works of 776 exhibitors. Participants from Thailand, Belgium, Israel, Italy, Turkey and the UAE will also set up their stalls.

Kothari also pointed out that the event will be a “value for money” experience for everyone.

“All over the world, you have fashion shows for apparel that are very expensive but don’t give value for money. But, in our case, we are popularising the jewellery industry and every piece you buy will give you value for money,” he said.

The organisers want to make this event an annual affair and are looking to take it international in a few more years.

Jewellery designer Farah Khan felt the event is a fabulous platform for designers to showcase their talent.

Talking about her collection, Farah said: “My collection is totally inspired by India. It will be a mixture of Indian motifs from the Rajput dynasty to the Mughal era. All the designs will be heritage twisted in contemporary styles.”

And, in a bid to promote upcoming talent, the jewellery week will also showcase the works of designers from the National Institute of Design (NID) and National Institute of Fashion Technology (NIFT).

(Shilpa Raina can be contacted at shilpa.r@ians.in)