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Signature jewellery holds sway
IT IS no longer the done thing to depend on your trusted family goldsmith. The coolest thing to do today — and we are talking about all age groups here — is to go in for a "signature" line of jewellery.
What that means is that you pay an enormous sum for wearing jewellery designed by a biggie in the design world. The idea is that you are getting customised and exclusive jewellery.
But since you cannot really go around telling people that you have got a unique piece on your ear (or around your neck, foot or wrist), you hope and pray that the signature is "loud" and good enough.
Still, signature jewellery is catching on like wildfire. Every jeweller worth his salt is going in for it.
A few months ago, actor and ex-Miss World Aishwarya Rai launched Ash's Choice, an exclusive line of Nakshatra diamond jewellery from Diamond Trading Company, formerly known as De Beers.
Closer home, we have had the famous Tribhovandas Bhimji Zaveri (TBZ) group celebrate the "Akshaya Tritiya" festival by coming out with a signature line. Nirmal Zaveri from the TBZ came to Bangalore especially for the launch.
If you want another example, there is the `D'damas jewellery group, which recently had a preview of its signature collection to be retailed all over the country.
And we have just heard that Menghraj jewellers, a company based on J.C. Road, has just come out with a similar line. According to Anil Valecha, partner, the company will offer "12 exclusive designs" to celebrate its first anniversary.
The company says each design will "depict the exotic beauty and diversity of Indian tradition".
Tradition or no, jewellers find that their clientele loves all things exotic. And if a celebrity endorses that range, well, so much the better.
Talking of celebrities, they have always had a loving relationship with all that glitters. Remember Marilyn Monroe singing, "Diamonds are a girl's best friend ... "? And why else do all of us avidly and vicariously read about the fabulous jewels owned by Indian princes of yore?
While on that subject, we recently saw some blue-blooded action here.
If you recall, Rajamata Gayatri Devi lent her <243>royal touch to the DTC's "Arisia" collection of "distinctive solitaire diamond jewellery".
The idea behind getting a celebrity to jazz up a gem is that people love all things glamorous.
Now, why did our friendly goldsmiths never think of that!
By Divya Sreedharan
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Life
Bangalore
Chennai
Coimbatore
Delhi
Hyderabad
Kochi
Madurai
Thiruvananthapuram
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