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Say it with lockets and pendants
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A new trend of gifting jewellery, on Valentine's Day, finds city stores ready with an exciting range.
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CARDS, ROSES, soft toys, chocolates, seem passé. With money no longer much of a consideration, Valentine's Day is celebrated with diamonds and gold these days. The market is abuzz with V-day trinkets that say, `I love you' in an expensive way. But who cares about money, when love is in the air? A look at the Valentine's day jewellery in the city, will confirm this view.
Magic Locket
The most attractive feature of the collections present at A.Geeri Pai, Broadway, is a `Magic Locket', available at varied ranges. Even at an amazing price of Rs.22,000 and above, this glittering diamond magic locket can be used as a chain with a locket or as a necklace, the next day, surprising everyone. Though this is not a new collection exclusively for Valentine's Day, this is truly a perfect gift for your love. Says Ramesh. S. Pai, "Last year, we concentrated on Solitaire; however, this year we are giving prime importance for diamonds, which are now available at lower prices ."
With an experience of over 80 years in diamond trade, A.Geeri Pai sees to it that there is no compromise on quality, he says. Lockets starting from Rs 1,500 and rings in the range of Rs. 3,000 - Rs. 5,000 are the `moving' pieces. Adds Ramesh, "We even have 60- year- olds coming to buy gifts on Valentine's Day. So this concept is not limited to the youngsters alone". Unlike other jewellery shops in the city, where mostly they concentrate on heart-shaped pendants, A.Geeri Pai has on display varied range of jewellery to suit the choice of customers.
Contest
Kirtilals, in addition to their special collection of jewellery for Valentine's Day are conducting Valentine's Day Contest. This contest is open for all the customers, who make a purchase between February 5 and D-Day, February 14. A set of three questions followed by a lucky draw could make you win the best couple contest.
Gold with diamonds are the most preferred item. White gold is the second choice. The occasion being the day for lovers and the customers falling under the category of youngsters, the choice is for heart-shaped pendants, says Mathew, at Kirtilal's.
While ladies prefer to buy diamond rings, gents opt for Navaratna rings for their sweethearts. Thin chains, giving more prominence to diamonds is preferred. A mixture of ruby, grey pearls, emerald, blue sapphire with gold is a different attraction.
Jose, Manager of Alappat Fashion Jewellery, says an equal number of men and women buy jewellery and diamond to be presented as gifts. While men favour pendants and rings, women buy thin chains. Earlier North Indians preferred heavy jewellery as well as expensive ones, but now they too go for low-weight jewellery. Singapore Collections, with shades of black, red and grey along with gold are another choice for the customers at Alappat Fashion Jewellery.
Heart-shaped pendants
Voices Jose, "Although heart-shaped pendants top the charts, even fancy shapes - like the tiny cycle, eye and so on find a place among the youngsters." Nose studs are also sold in plenty. . "Some even buy birthstones to be presented on Valentine's Day," says Ramesh of Geeri Pai.
Alukkas allows you to choose the chains for the locket. Necklaces, though expensive, are also preferred. "We take orders and deliver them after 4 days - 15 days, depending upon the moulding of the piece. Two days after starting with the special collection, we had 50 customers in a day to buy Valentine collection alone," says Bhijosh, showroom in-charge.
Love all
Says Anu Joseph, Boutique Manager of Tanishq, "It is generally perceived that those in their early 20's celebrate Valentine's Day. However, we have customers who are both youngsters and married couples. Husbands and wives gift each other diamonds. While those in 20's prefer low rate jewellery, the older couples opt for expensive pendants."
Tanishq offers a special scheme of 25 per cent discount on purchase. Hence, they haven't kept a special scheme for Valentine's Day. Pendants are the most favoured item, starting from the range of Rs.900. As the fever of celebrating V-Day is catching on in the city, the habit of gifting jewellery is also catching on." With resell value and buy-back guarantee offers byjewellers in the city, diamond certainly tops over gold.
RESMI SHAJI-JAIMON
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