“Wearing jewels is a way to express the woman you are. Without saying a Word.”-Anonymous
The Skyrocketing Demand for Fashion Jewellery Amongst Indian Women
Our country was once defined as “Sone ki Chidiya” and the gold-rich country had plentiful gold to adorn its citizens with precious ornaments. Women were glorified with the dazzling gold and silver jewellery that they used for festivals and traditional purposes. Over years, with gold prices shooting up massively, the love for gold may not have dropped but being heavy on pockets and safety issues drove the need to consider imitation jewels. Jewellery is no anymore worn only for ceremonial purposes or with traditional attires but has changed to being a method of expressing individuality and fashion sense.
Today, fashion apparel trends go hand-in-hand with accessories required to achieve the look of the day. The effects of globalisation have influenced the tastes and consumption patterns of millennials, through international television shows and films, as well as the all-encompassing hold of social media. Along with celebrating the latest trends and staying in vogue, another major advantage of shopping fashion jewellery is that they are durable and combine the classic traditional designs passed down from generations with contemporary trending styles to create a fusion. Such a fusion led to the creation of incredible and captivating chokers, long necklaces, bajuband, bangles and more! The urge to style up with infinite and affordable jewelery designs amongst the fashion-conscious Indian woman with higher disposable income is driving the fashion and imitation jewellery market in India.
The Entrepreneurial Vibe Behind The Brand
Heena who has experienced the retail sector for 5-6 years in her professional journey and also worked with multi-designer stores, witnessed a huge gap in terms of the quality & variety of jewellery offered by various brands. There was a great mismatch between price and quality of designs and post conducting research for almost a year on the jewellery products, she finally decided to launch her brand. With a minimal savings and a big dream to venture into jewellery business, the brand got on the market by June 2022 selling a vast range of jewellery pieces such as chandbalis, jhumkas, stack bracelets, chain pendants, chokers, earrings etc sparkled with the Kundan, meenakari and pearls to add elegance and charm to any attire.
Talking about the brand’s relatedness with every woman, Heena shares “As a small business owner, I can certainly say that each one of us would relate to having something of our own which we treasure the most. The Pretty Vibes is the same for me. The brand is put together with love and intention of making a women’s jewellery choices easier by providing a variety of jewellery at one platform.”
Setting The Objectives Ahead
The brand aims to be recognised as a one-stop destination for all jewellery collections and offer premium quality at an affordable range to fit the budget of all income classes. It wants to expand its product range by introducing watch charms and curated gift boxes.
Instagram link – https://www.instagram.com/theprettyvibes_jewellery/
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