From celeb lovers, practical-minimalists to the quality-conscious who sees deep value in craftsmanship and someone who wants to look completely traditional head to toe, here’s our dictionary on bridal personality types and the kind of jewellery they would ideally wear says Vijetha Rangabashyam
Not every bride is the same. There is someone who is a trendsetter. There is someone who is a trend-follower. There is the minimalist bride. There is the bride who wants to go all out. Some brides want to take their time in making a purchase while some buy on the spot if they like something. And then there is the entire bridal party – the mothers, the mothers-inlaw, the sisters and the distant aunts – who all weigh in too. So, what is supposed to be a pleasurable experience, at times can be very harrowing. It is the jewellers’s prerogative then, to understand the bride and how she thinks before presenting her his offerings. We are not saying that these are the only kind of brides you’ll ever meet, but we are saying that it is highly likely that any bride who walks into your store, may fall under one of these categories.
Type -01 The Individualist
This bride has a mind of her own. Sure, she listens to her near and dear ones, but when it comes to signing off on a piece, it is her opinion that matters. The Anushka Sharmas and the Deepika Padukones of the world don’t influence her – she wants to make a statement of her own. “These brides have done their homework. They’ve gone through Instagram and Pinterest before coming to us. So, they exactly know what they want,” says Ishu Datwani of Anmol Jewellers. Unlike earlier, an independent bride is also involved in every aspect of the wedding. “Over the years, the jewellery needs of a bride have changed quite a lot. This is due in part to the couple’s increased involvement in all aspects of the wedding itself. Unlike earlier where the family decided the clothes and jewellery of the bride, today’s brides want to be involved at every stage from the curation of their outfits and jewellery to the selection of venues and caterers,” opines Biren Vaidya of Rose.
Snehal Choksey, Shobha Shringar
This bride, who has her own thought process, is also someone with a strong sense of personal style. She could’ve done her background and research, but ultimately tends to wear what looks good on her. “These brides want to wear jewellery as per their personal taste. For me personally, if I show a piece that Anushka wore for her wedding to a client, she will not be sitting with me the next time. They want to make their own statement. It’s their ego that comes into play. They don’t want the replicated look. When a celebrity wears something, it is all over social media and everybody starts wearing the same piece,” says Devashish Kamdar of Occasions Fine Jewellery.
Type -02 The Traditionalist
She is someone who could be relatively younger – falls in the 22-25 age bracket. This bride is likely to be swayed by her mother’s choice. She could be someone who sticks to the rulebook, a conformist. They also tend to go for classic styles – gold jewellery for the mehndi and diamonds for the more important functions like wedding or reception. “A bride who wants to look traditional might go in for jadau either for the mehndi or the wedding. If she is going to wear diamonds for the wedding, then it is highly likely that she would wear jadau for the mehndi,” says Anil Sankhwal of JH Jewellers. A bride who wants to look completely traditional is also someone who wants to keep everybody happy. “The mother and mother-in-law may want her to wear something that is elaborate, to showcase everything they have, especially during the weddings. She might do so for the wedding, but might choose to go for simpler pieces during other occasions,” says Meha Bhargava, Style Inc., of Style Inc., an image consulting company that deals with wedding styling as well as personal shopping.
These brides also like to go in for an over the top look. “They want heavy pieces and they want to wear everything possible. Maang tika, haath phool, nath - the works,” says Puja Shah of Aurus. Indian weddings are also becoming bigger and grander these days, and the number of events in a wedding allows the bride to showcase as many looks as possible. “For sangeet, she could wear fusion jewellery and for wedding, she could go in for an elaborate piece that is very traditional looking. For reception, it is always diamonds with coloured gemstones. A pure white look (white diamonds) is something these brides have been embracing for a very long time,” says Sanjay Gupta of Tibarumals Jewellers.
Type 03 -The Smart-One
These brides see value for money in everything. They don’t want to invest in impractical, chunky pieces that they can’t wear in the future. They are likely to go in for layered looks, where they opt for pieces that don’t have to be necessarily put away in the locker. “Over the years, a bride’s taste has evolved in a way that she doesn’t want huge chunky pieces of jewellery, which can only be worn once or twice and then kept in the locker. We are recommending big pieces, which have versatility, something that can be worn in different ways. A big necklace can be worn later as a choker, where the pendant also can be worn with a chain later on,” adds Snehal Choksey of Shobha Shringar.
When a bride walks into Puja Shah’s store, she asks them an important question: if they want to wear the jewellery in future as well. “Unlike clothes, jewellery has a high monetary value. So, brides think twice before investing in a heavy piece. They may want to wear it in future as well,” adds Puja. Rose, known for their elaborate bridal jewellery in diamonds and precious gemstones has also witnessed a change in brides’ mindset when it comes to locking away jewellery after the wedding is over. “These brides prefer jewellery in their trousseau not only for their wedding but pieces that have multiple uses. Hence, the concept of layering jewellery has become quite popular so that brides can wear individual pieces on a more regular basis,” adds Biren.
Puja Shah, Aurus
Type 04-The Minimalist
Subtle says it all for these brides. She is likely to wear a saree from Raw Mango with a choker. They wear jewellery for their own satisfaction, rather than pleasing other people or showing off what they have. “Brides who are minimalists like to get into the finer details. They like to wear necklaces with perhaps a single line of polki. They are not wearing jewellery to show off but it is just an extension of their personality. They want to know what technique is used to craft the jewellery, they check whether there is meenakari or nakshi work at the backside of a necklace. They care about the minor details that may not add to the drama. They like the subtle luxury,” adds Puja.
Jewellery for these brides is not decided in isolation. If their outfits are elaborate, then jewellery is definitely a mere accessory to make the outfit shine. “The trend has changed from elaborate designs to simpler pieces that have more value for money and something that can be used even after the wedding is over. The set she wears during her wedding could be heavy, but the rest are all functional,” adds Anil. Brides who like to be subtle are also particular about craftsmanship. “They tend to go in for pastel colours in soft tones of pink and green. These brides like a simple necklace with rosecuts as well,” adds Devashish.
Type 05- The Revivalist
Many brides walk into a jewellery store with an heirloom piece wanting to give it a complete overhaul. Some are entire sentimental about the piece because it is a gift from their grandmother, while others simply want to change the piece to suit the current times. “ We recently had a client who came to us with a piece of jewellery that her grandmother had bought for her when she was young. It was pretty delicate to be worn on the wedding day, but the piece had sentimental value. So, we made her a long necklace to match the choker. The old piece was classic without much design value. When a bride comes to us wanting to change a piece, we usually play around with the beading or the stringing. For example, if she brought something with pearls hanging in a necklace, we would probably add big rubies to it,” adds Devashish.
Sometimes, it is not just the bride; it is the bride’s mother too. They come in asking to tweak a piece of jewellery gifted to them by their mother-in-law to give to their daughters. “One customer came to me and she brought a heritage piece made for the Maharaja by a European jeweller. She wanted to break it to give it to her daughters, and I remember convincing her not to do it as it was a very important piece. But we broke it eventually. Lot of heirloom pieces are plain gold or something that is studded with a lot of gemstones. Sometimes a bride come to us, asking us to melt the gold and make an entirely new piece. It happens quite often,” says Anil.
Shree Jee Jaipur
Type 06-The Quality-Conscious, Know-it-All
These brides have probably walked into five stores before coming to you. They have read everything there is to read about jewellery. They have travelled the world and know what is in trend. They don’t mind spending the extra money as long as they get good quality, which means pieces that are everlasting. These brides are more focused and they probably already know what they want. “These brides are very quality conscious. They are very particular about how the piece falls on them, about the shape of the piece etc. to convince a person who can’t make up their mind is almost impossible, better to keep quiet and let them choose the piece. But for someone who is particular, it is the role of a jeweller to ensure that the jewellery fits her well and she is given what she wants. Brides from affluent families are extremely well informed. They know gemstones and all the mines they come from. However, the awareness of diamonds is much more than colour gemstones,” says Anil.
Type 07-The Celebrity Lover
Thanks to big Bollywood weddings and films like Padmaavat, brides tend to follow footsteps of their favourite celebrities. They curate looks of who they want to look like and bring photo references to the jeweller. “This is more common in brides from a tier 2 city like Pune. A Bandra bride from Mumbai doesn’t come with references of celebrities,” says Ishu
Case in point, Anushka Sharma. When the star got married, the popularity of jadau jewellery rose overnight. Brides from tier 2 cities also have more aspirational levels and they tend to resonate with celebrities. “They want exactly the same piece what the celebrity is wearing. We try to give them a match, however, we modify it a little bit according to the bride’s structure and personality. Anushka Sharma’s choker was a big hit,” says Snehal. Social media is also a game changer when it comes to what the brides want to wear. “When Deepika Padukone and Sonam Kapoor got married, it was all over social media. Brides came in asking for the naath Deepika wore and the gutta pusalu necklace Sonam wore,” says Sanjay.