Jewellers forge gems bond as #JamnagarJewels trend
Ambani pre-wedding celebrations in Jamnagar have made headlines in more ways than one. The array of premium handcrafted jewellery worn by the guests has stoked enormous interest, especially on social media, prompting top jewellers to focus on such ornaments studded with emeralds, sapphires, rubies and diamonds.
“We have just launched a new line with platinum, crafted in a pattern with emeralds and diamonds,” said Rajiv Popley, director of Mumbai-based Popley & Sons that sells high-end jewellery. “Demand has picked up for this kind of jewellery after the pre-wedding bash. Indian customers can relate to what had been worn… It’s all over social media.” Prices typically start from `5 lakh and go up to `1 crore, Popley said. “A pair of earrings from our new line of jewellery studded with emerald and diamonds costs `7 lakh,” he said.
Chairman Joy Alukkas said his eponymous chain will be launching a gemstone-studded premium line — spurred by the Ambani celebrations — by the end of next month. “We are working on the designs,” he said. This is a shift for Joyalukkas, which typically has a range dominated by gold and diamonds, although the retail chain does sell affordable, gemstudded ornaments in its north India stores.
The blue sapphire used for this kind of jewellery comes from Sri Lanka, with prices starting at Rs 2 lakh. Rubies come from Mozambique, and emeralds from Zambia and Colombia. The cost goes up in line with the quality of the stone.
“This pre-wedding (bash) was like dopamine,” said a prominent retail
