|
 Have
you been waiting for your ‘one’ to be the one and pop the question?
Are you pining for a ‘headlight’ perched on platinum rungs to jazz
up your left hand? You could wait in vain, although it will happen
eventually (we are conditioned to believe) or you could grasp the
pavés by their prongs and go get one! Still confused? We’re
talking about the hottest trend to hit the global market right now
- the diamond Right Hand Ring (RHR). The diamond RHR signifies the
independence, passion, success and self-sufficiency of women of
the twenty-first century. These rings come in a variety of beautiful
designs-modern, antique, floral, romantic and contemporary - offering
each woman a design that best suits her individual personality.
The RHR trend has been an aggressive media and marketing campaign
promoted successfully by jewellers in the US, targeting the mature,
professional woman who can afford to buy her own diamond jewellery.
The campaign was started by De Beers to increase their sales pitch
for diamonds. It turned out to be a great way to build the fine
jewellery market, but at a price suitable to women consumers. The
RHR has caught the fancy of jewellery lovers in India too. Sunil
Dawtani of Anmol Jewellers confesses that he is planning an advertising
campaign on the.
 Model
Cleo Isaac loves to pick baubles for her fingers too, “I love diamonds
and lots of times I pick solitaires for myself. Most people see
them on my finger and think I am engaged! A right hand ring really
makes me feel alive and good. I love making myself feel special.”
Isaac loves the antique look and says she never leaves home without
her special ring-an antique one made for her by the jeweller of
the Queen of England. Ramesh Tolani of Ishna says that his jewellery
boutique is flooded with women who come to check out his rings.
“What sells fast are the medium-range jewellery made of coloured
stones.” Rajeev Popley of Popley and Sons agrees that while rings
have always had a market, what’s new is the increasing number of
women are buying them, that too, at whim. Once again, he affirms
that it is the rings embellished with coloured stones are most popular.
“The rings that get picked up start at a price of Rs. 12,000 and
go up to Rs. 40,000 per purchase,” vouches Reshma Kharote of Lalchand
Dhalamal Jewellers. So ladies, you don’t have to burn a hole in
your pocket to assert your independence and individuality. Whether
you choose the bling bling version or the ones with less flash,
your RHR shows off your achievements. Like the fabulously crafted
advertisement say Women of the world - raise your right hand!
|
RHR.
“The concept is very American and the campaign has done very well
there. Women in Mumbai, too, have started coming to buy rings for
themselves off late. It seems to make them feel really good about
themselves. Rings used to be bought only for weddings and engagements.
We want women to think of rings in a new way.” And they are. Rita
Patnaik, businesswoman can vouch for that. “Rings are the only jewellery
I buy. I feel so good when I buy one. For me, it is a sign of rebellion
as it always scandalises my grandmother who thinks rings are to
be bought by married women or by men who purchase them for women.
Trust me, anything that I am told not to do, I do. It certainly
makes me happy.” Although the reasons to own a RHR vary, it is more
an assertion of independence rather than rebellion that prompts
the wearer in the acquisition of the RHR. Aimed primarily at the
older, independently earning woman, the RHR is her way of buying
her rocks and being proud of it! Author and columnist Shobhaa Dé
too has loved shopping for rings and epitomises the attitude behind
the RHR. “I pick rings for myself all the time. I would never wait
for a man to buy me a piece of jewellery. I wouldn’t even ask my
husband to buy me one. I earn money and I can take care of my needs.”.gif){kind=small}
