“As soon as you put on your personalised jewellery piece, it could be your initials or a date that means everything to you, it instantly empowers you as it holds deep meaning and tells your story,” shares Aanchal Mahtani Kadam and Arpan Mahtani, co-founders of Carat Crush, a sub-brand for daily diamonds under Diamantina Fine Jewels.
Alphabet gold bracelet
By Carat Crush
A gold cuff accented with diamonds
By Carat Crush
The sisters launched Carat Crush to fill the gap of daily diamonds for self-purchase as well as for gifting. The brand offers a whole lot of options like Petite Polki, a modern, contemporary spin on uncut diamonds as well as personalised jewellery.
“The demand for personalised jewellery has been consistently high, especially for our initial rings,” shares Mahtani. They have also developed slide initial cuffs in which the initials rotate around the bangle.
A diamond-set signet ring
By Tara Fine Jewellery
Diamond-set alphabets for customisation
By Tara Fine Jewellery
“These pieces mean a lot to the wearer,” shares Tara Daswani of Tara Fine Jewellery, who is known for her Lovely Eyes collection (a positive spin on the evil eye). Daswani has been creating quirky, colourful renditions of personalised jewellery – necklaces with enamel and diamond-studded charms that spell out a name, initials peppered on to pearl-encrusted three-finger rings and more.
Three years ago, she started out experimenting with name necklaces for herself and her best friend. Needless to say, her friend loved it so much that she has worn it every day since then.
“A lot of people are veering towards personalising their jewellery. It is either being bought for self-consumption or for gifting. I think it is the most thoughtful gift because it cannot be bought off the shelf, it shows the thought and the effort that has gone into getting it done,” shares Daswani.
“I had made a ring with the word ‘papa’ because I lost my father a few years ago. Recently, a girl came into my studio and the ring resonated with it because her father, too, had passed away. She bought it for herself and three of her friends,” shares Daswani.
Personalised rings and bracelets
A diamond-set pendant with a message spreading warmth hung on a gold necklace
By Tiny Treasures, Faith. By A.S. Motiwala
For Daswani, signet rings with initials are doing really well. Personalised eternity bracelets are also popular. “Each bracelet looks completely different. The number of letters and how it stretches out across the hand and the font, makes each piece unique,” explains Daswani, who trained under her father, a diamond merchant.
A few men, too, are embracing this trend by opting for signet rings with initials soon.
Reaching out to a new customer base
Personalised diamond necklace
By Tiny Treasures, Faith by A.S. Motiwala
Charms are another popular way in which people are choosing to tell life story or themes that are important to them.
Faith, a prêt jewellery brand launched by A.S. Motiwala in 2017 has over 100 charms for women to choose from and create their unique bracelet. They also have diamond-studded alphabets, words and more that can be customised into rings, bracelets and necklaces under the sub-brand called Tiny Treasures.
Faith and Tiny Treasures have been doing extremely well and helped A.S. Motiwala to expand their sales horizons.
“Faith is working fantastically well for us. It has helped us with customer acquisition. Consumers get to know the brand, our vision, and they wear our jewellery everyday so they like the quality and finish first-hand. This establishes a trust factor and has helped us convert customers of Faith into long-term patrons of A.S. Motiwala,” shares Ashraf Motiwala, Managing Director, A.S. Motiwala and founder of Faith.
“Post covid, sales of Tiny Treasures has picked up tremendously. It has also opened up a new customer base for us – children. Mothers and fathers are coming in to buy charms for their daughters, who are as young as 6 and 7 years old,” adds Motiwala.
They also export the prêt line to other jewellers in Hong Kong, Dubai and Qatar, but without the Faith branding.
“We had never targeted this category. But people have realised that jewellery does not age like gadgets. It outlives the wearer and above all, there are memories associated with it. It has added a positive spin when it comes to buying jewellery,” shares Motiwala.
On the whole, the daily wear diamond category is quite exciting. Within the personalised jewellery space and even otherwise, jewellers are getting creative with their design lines. Daswani plans to blend her Lovely Eyes with personalised elements, while Motiwala is launching a prêt wear polki line in April 2021.
by Aliya Ladhaboy
Disclaimer: Content Produced by The Gem & Jewellery Export Promotion Council