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May, 10 2017

‘WE ARE SEEING A SHIFT TOWARDS SILVER JEWELLERY

Kajal Jain, Founder, Ahilya Jewels, talks about the company’s future and growth plans

What is the current growth of jewellery market in India?

The jewellery market in India has seen tremendous changes over the past few years. The momentum has definitely increased for organized online jewellery, post-demonetization. We are seeing a huge increase in enquiries and purchases, as the customers now are able to pay digitally.

In the Indian market, due to the high price of gold, we have seen a rising preference for gold-plated silver jewellery at pre-wedding functions as well as for evening wear due to its versatile styles. Given the rise in destination weddings too, the shift towards silver jewellery has been substantial.

How was the journey so far?

I always had an inclination towards silver jewellery and this interest goes back to the time when I was in B-School at SP Jain Institute of Management. Post a successful career with brands such as Lakme and L’Oreal, I found the right time to take the entrepreneurial plunge of my own and founded Ahilya.

I have an extensive background in art through my art consultancy, Gallery Maya, which translates seamlessly into my passion for silver jewellery. I like to dabble in jewellery with traditional roots and aim to open it up to a wider audience.

How many categories you are operating currently?

Our categories include earrings, bangles, bracelets, pendants, necklaces, rings, armbands, anklets, nose pins and even combined sets. The options are endless to choose. We customize as well as have a few terrific pieces for high-end clientele. On an average, we get about 10 orders daily.

Considering the big ticket size, do you think e-commerce is a viable business model?

The future is e-commerce and in urban areas, it is already the present. The consumer over time is gradually warming up to making purchases in the online space. Be it through choosing cash on delivery as they shop for the first time, to getting more comfortable with making online payments for subsequent purchases, we can see a wave of change even in the online jewellery segment.

Kindly mention your growth plans...

I would like to diversify into many other categories, and also looking to strengthen and further building the brand Ahilya.

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