JEWELLERY BESPOKE
customising jewellery The really affluent often opt for one-of-a-kind, or a very limited edition artist piece of jewellery. Such pieces are meant to be viewed as a style statement KAMAL GILL JEWELLERY SYMBOLISES the fulfilment of many of the higher needs important to human happiness, such as security, love and self-esteem, say psychologists. With women being the prime movers in any jewellery acquisition, current influences make it clear that from being an adornment, women now see jewellery as a way of making a personal style statement. As the Jewellery Information Centre, a trend tracking trade group in the US, tells us, “Women want jewellery to reflect who they are and what they have achieved.”The female consumer is looking for products and presentations that make her feel understood as an individual. Fashion designers who’ve captured women’s attention, such as Donna Karan and Kate Spade, say the most-needed accessories in a woman’s wardrobe are those that make a unique personal statement. How many requests would there be for a red carpet, showstopper, and an extravagant diamond necklace design? You would be surprised. Celebrities think nothing of spending $200,000 to commission a rubyeyed, gold cobra necklace perfectly sculpted to their décolletage. In the field of accessories, bespoke jewellery has become the next big item. The hi-end consumers prefer custom pieces suggesting an elite orientation in whatever is the latest trend–fresh gemstone designs, plain gold, platinum, diamonds and so on. For jewellery to impress the hi-end consumer, it must now be cutting edge and
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of course, be bespoke. Today, jewellery marketed for the super rich has to offer something more than just a name. Pieces have to be unique and individual to please the discriminating. “Want-it-so-buy-it is how the affluent buy jewellery,” says Ajay Mehra, Managing Director, Mehrasons, adding, “It could be impulse buying at times, as ornamentation, to match a sari with a jewellery ensemble. More often, it is a thought, a design, a desire that needs to be interpreted in metal.” Today, the really affluent often opt for a one-off, one-of-a-kind, or a very limited edition artist piece of jewellery. Such pieces are meant to be viewed as a style statement. The price is not always as relevant, but what matters is how exclusive and authentic a bespoke piece is, distribution-wise. Rarity increases the desirability. Of course, there are jewellers who work simply because they enjoy producing one-off handmade pieces. Creative satisfaction of owning one-of-akind handmade pieces can be as important to the craftsman who makes them, as to the customer. "We provide a highly-personalised and tailored bespoke jewellery design service, teamed with an astute ability to translate the client's personal requirements into reality. Our speciality is in unique custom-made luxury
Photo: Mehrasons
January 2009 | www.lifestyleliving.in