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All that glitters...

Feeding on progressive styles of jewellery, fashion divas tilt towards chunky charms, says HARJEET KAUR ALLAGH

PHOTO: RAJU. V.

RAZZLE-DAZZLE It is awesome and affordable.

From intricately crafted maang tikkas to heavy ear rings, chokers to long chains, cummerbunds to finger rings, kadas (bangles) to baajubands (armlets), paazebs (anklets) to bichiyas (toe rings) of ancient lore have come to mean chunky and fashion jewellery of today. Made with any metal, plastic, fibre, jute or even beads, the idea is to introduce new and innovative designs to attract youth and the fashion-conscious divas. Most of them are made using rare, exquisite coloured stones encased in a metal. Elegantly crafted necklaces, bracelets, earrings and finger rings are fast-movingitems. The glitter and glamour associated with jewellery attracts not just women but also the metrosexual man. Sporting single ear studs, chunky bracelets, chains, and finger rings in bizarre patterns guys set out to make a fashion statement.

The market is flooded with designer fashion jewellery for the stylish and elegant young women. The wide range of designs are international in style and light on the pocket .

Costume jewellery

Although platinum is unassuming, it communicates a definite taste, confidence and success! Diamonds set in a platinum mould, or yellow and white gold, sparkle all the more. Costume jewellery scores over other varieties. Its simple and refreshing designs and affordability makes it distinct from the usual gold jewellery offered by traditional neighbourhood jewellers.

There is a sudden jostle for space in the market by jewellery houses like Oyzter Bay, Trendsmith, Ashi, Asmi, Nakshatra, Orra, Moksh and Gili. They have their own in-house designers who change patterns almost every season and occasion. Gili went a step further by launching a collection of diamond hearts and promoting and marketing them on college campuses. These tiny heart-shaped patterns are aimed at enticing the youth on the Valentine's Day . Special packaging, catchy slogans and promotional offers are some of the marketing strategies adopted by these jewellery houses.

Semi-precious stones

Cast a glance at the college-goers and you are bound to familiarise yourself with the jewellery designs that are the `in thing'. Says Pooja, a student from a local college: "I like coordinating my jewellery with the colour of my dress and prefer affordable costume jewellery to the heavy traditional and expensive gold ornaments."

Ruby is a teenager enamoured by jewellery studded with semi-precious stones that match with her outfit and her mood! Young Samhita says it adds a zing to her personality. Swati, a degree student, cannot stop admiring her glittering nose ring. Armbands and bangles made with wood or plastic, or wristbands made with rubber are available in all colours with a message on them. Fancy toe rings, which were once worn only by married women, make an essential ingredient of fashion jewellery.

Jewellery has been one of the unifying factors for the racial and culturally diverse India. Jewellery is here to stay, be it the fast progressing present or the futuristic future!

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