The thought of Italian jewellery immediately brings to mind exquisite timeless jewellery with superb finishes that boast of supremacy in technology and sheer aesthetic appeal, which has remained unparalleled for quite some time now. On the other side, the Indian consumer today is more aware than he/she has ever been - well travelled and is well versed with current happenings and trends. What is even more significant is the fact that he/she does mind paying top dollar to own a designer label. It is for that reason that India has now become a retailer’s delight. We have already seen the entry of designer wear in apparels like Mango, Zegna, Hugo Boss, Zara, etc. with many like Fendi and DKNY to follow. Even the mighty Louis Vuitton has graced the Indian shores. The Indian retail market has now come of age. So it’s time to roll out the red carpet for branded Italian jewellery!

In all seriousness, foreign trade figures will reveal a decline in Italian jewellery world exports of as much as about 23% for the year 2003. This may be attributed to the widespread stagnation that has marked the international and Italian economy and the appreciation of the Euro against the US dollar, but the fact remains that for the Italian jewellery manufacturers, it was time to go shopping to greener pastures to increase sales.

Over centuries and millennia, gold has become an inseparable part of Indian society and got fused into the psyche of an Indian. Indians see the metal as a symbol of purity, prosperity and good fortune. Indian society too is no longer the same today. There is an increasing number of working women who can satisfy their jewellery desires on their own. As part of the desire to belong to an upwardly mobile society, gold really satisfies our craving for glamour. The changing aspects of the modern lifestyle have also been incorporated in the way heavy gold jewellery has been made fashionable light, wearable, free-flowing and as versatile jewellery that acts as a perfect accessory and yet does not cause a dent in the pocket. A clear shift from the bulky and ornate to the slick and delicate.

The fashionable look for jewellery is one that that has metal play in colours, finishes along with a variety in the clasps, locks, chains, etc. that can be used as work jewellery in the day and can also complement the contemporary look for the night, and allow for that special indulgence of dazzling diamonds for that special night out. The focus is thus more on jewellery with a western look or the fusion look which blends so well with the palette of Indian apparel for the woman of today. There is also the allure of innovative design, which has made the design element of jewellery so important today. Italian craftsmen believe in innovation, in the use of different kinds of materials which are both interesting and wearable. It is the design, the unique and the intricate patterns, engravings and finishes on gold jewellery that literally decides the price of the piece. There are various finishes, like brushed, matte and satin which cost more than a regular polished finish. You can expect to pay a higher price per gram for decorative finishes, multiple gold colours and new styles. Italian jewellery has a tremendous finish. The prices of these pieces are definitely much more than that of normal gold jewellery, but people do not mind paying that kind of money when they want variety and something which is in fashion.

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