JEWELLERY IS not only a pointer to the lifestyle of an individual but also stands testimony to the social, political and cultural changes of a particular era. Today, the concept of wearable jewellery has pushed many big business houses to venture into this field . So, it is only natural that Eros Gems, which has been in the coloured stones business for the past 17 years, has also plunged into manufacturing trendy jewellery through its subsidiary, Eros Jewelry.
Within six months of launching in the U.S.A., the Jaipur-based company, which boasts of clients like Cartier, Tiffany and Movado, launches its jewellery in India too "because Indians have a high purchasing power and they love jewellery," says Kapil Bagga, M.D., speaking for Abhay Godha, founder chairman of Eros Gems. One more feather in Eros' cap is its tie-up with NIFT where "we tried to custom-make the jewellery as per the creations designed by the students."
Today, say amethyst, agate, opal, tanzanite (one of the most expensive semi-precious stones) and topaz, and people not only recognise the names instantly but also talk about the colour, cut and finish of each stone and what goes well as its base. "The growing awareness about coloured stones made us ensure that we sell the same high-end export quality stuff in the domestic market as well," says Bagga. "Why should we deprive Indians of good quality products when they have the ability to spend and a taste for good things in life," he adds.
Priced in the range of Rs. 20,000 to 50,000, Eros' jewellery caters to today's woman of substance in the age group of 18-40 years. "We are trying to give women things which she can wear with both traditional Indian outfits and also western outfits. The 50 designers exclusively working with us to create 200 new designs each month, lend an Indo-western/ fusion touch to the jewellery and also ensure that exclusivity in designs is maintained," says Bagga.
The company's future plans include dealer networking (wherein they are planning tie-ups with various dealers) and also shop-in-shops in lifestyle stores. After Delhi and Mumbai, Hyderabad gets the highest attention and focus, as "it is a bigger metro than Kolkata. With its inherent culture of precious jewels and pearls dating back to many centuries, Hyderabad is definitely a potential market. Besides, Hyderabadis love beaded jewellery and also colours," he says.
Universal and unique designs are the company's forte which makes its jewellery appealing to women the world over. "We have ensured that our jewellery is affordable to a large extent (to a large segment of the society) by avoiding many middlemen in the intermediary stages. And, it is Eros all the way - right from sourcing the stones from the mines to cutting and polishing, and finally crafting them into beautiful pieces," he says.
Each beautifully crafted piece of jewellery, inspired by nature, its myriad colours and themes, is aesthetically packaged in an imported wooden box and comes with a certificate, a silk cloth with exquisite embroidery. "So, what you get ultimately is quality stuff and value for money," vouches Bagga. The jewellery is likely to be available at major lifestyle stores shortly.
SHANTI NANISETTI
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