Vadodara, the cultural capital of Gujarat, has always been a fine example of amalgamation of various cultures, communities and people. From ancient to modern times the city has witnessed an array of changes in terms of culture and living style. Even now, because of strong presence of various corporate in the city, the inhabitants are mix of cultures and origins. The jewellers in the city cater to a wide range of choices and the designs reflect the diversity in the city. %% The market boasts of many important and known jewellers, who have produced masterpiece jewellery. Damodardas Mohanlal Jeweller, who has been in the city from past 50 years, is one among those famous jewelers in the city. The brand has seen the city grow and change in terms of taste and preference. “There have been lot changes in choice of people, but one thing that remains constant is that city’s culture reflects in their taste, irrespective of the era and generation. Our observation states that changes have been happening in every five to 10 years,” says Mahesh P Chokshi, owner, Damodardas Mohanlal Jewellers. %% Elaborating on the trend, he says, “History repeats itself and jewellery market is no exception. In 50’s people used to buy plain jewellery with solid gold, this changed in 60’s and 70’s and people drifted towards Emboss jewelry. In the 90’s we witnessed people taking a liking for antique and jadau jewellery, thanks to television and films. While antique and jadau are still in demand, plain jewellery is making a comeback, in fact, its ruling the market now. This change can be attributed to the fact that people have started looking at gold as an investment.”%%

About the city of Vadodara, Chokshi explains, “The city mostly has service class people and they mostly buy gold occasionally, says, during festivals and marriages. However, business is good here. Now, diamonds are the craze. Though the prices have gone up, but the purchasing power has also improved. So now we have young customers, who prefer delicate, casting jewels in white gold or rhodium polish.” On the fact that gold is now looked at as an investment more than being of ornamental value, he says, “Like in past, people in Baroda still give gold in marriages to their daughters, however the change that we notice is that if they decide to give 100 gms to gold, they divide it in 25 gms of ornaments and rest solid gold in coins.”$$ One of the oldest jewelers in the city, Narayan Jewellers, who have been operating in the city since 1940, have also been witness to the changing face of the city. Started by Ambalal Chaturbhai Chokshi with a meager capital of Rs 51, the name is a well-recognised brand and boasts of a loyal clientele.%% Ravi Chokshi, owner, Narayan Jewellers, says, “There is a major shift not only in people’s choice but also in the industry. The shift of jewellery from being a cultural and social requirement to investment and from ornaments to being a fashion accessory – was subtle but strong.”%% Elaborating the same, he says, “From 40’s to 80’s common man preferred plain yellow sets, while affluent people went for jadaus or minakari. The period from 80’s to 2000, saw antique jewellery gaianing popularity among commons and elites both. This era brought extensive bead work with coloured stones being added to the gold jewellery that gave a rich and lavish look and feel. Beads were huge in demand during these two decades. The 21st century has been most revolutionary and it saw a big change. Today’s consumer is more aware about fashion and they their appearance. Jewellery, to them, is more of a fashion accessory. Some also invest in gold, but the fashion quotient that it has now cannot be ruled out, especially for youth. This decade saw the rising demand of diamond jewellery. Diamond became more achievable. Now, if its jewellery, people prefer diamonds to gold.” %%

“In Vadodara,” Ravi Chokshi points out, “people are well aware of cut, clarity, colour and carat of diamonds. Here people mostly buy VVS to VS quality diamonds. Even if the city mostly has service class people, the buying habits are not very reserved. Here people buy randomly, but we cannot deny the fact that buying of gold is much more during festivals in Baroda.”%% When asked, what kind of designs are more popular in Vadodara, he says, “Vadodara is a cultural city and it is a mix bag of people from different cultural background. We find consumer with all kind of preference for jewellery. For example, youngsters are very modern in their thought they usually prefer white gold or platinum. They prefer light jewellery which they can wear often and to their work place. For different occasion, people go for different kind of jewellery, like for wedding some of them go for heavy looking jadau sets, while some stick to gold only. Everything seems like moving at a speed of light and you have to keep up with the rapid changing consumer demand. Consumer expects professional and quick services. They want to be pampered and feel the best from the retailers.”%% Another known retailer from the town, Radhika Jeweller, has a different view. Mukesh Soni, owner, Radhika Jeweller, says, “Baroda is no more a small, laid back town. The fashion conscious chunk here makes sure that they get the best looking piece of jewellery and the wealth conscious groups follow every paisa that they invest. So Baroda market is live and beaming with transactions. The interesting thing is that people have now become more aware, educated and they consciously invest their money even if it is for luxury.”%%

Talking about the market, Mukesh’s brother, Kishore Soni, says, “Gold is getting expensive day by day, hence people are finding diamonds more appealing. So now, diamond is high on demand. Even youth are fond of white shine than the yellow glitter. In Baroda, around 30 per cent people go for antique, jadau or minakri jewellery but a major chunk still prefers solid gold jewellery. However, youth prefers simple, delicate diamond jewellery preferably in white gold or mix of white and yellow gold. People here shell out money with lot of thinking so be it investment or luxury. SO the small 10 to 15 per cent group that buys fancy jewellery is also aware of the breakup and true value of the jewellery piece. ”%% Talking about the awareness and preference of quality of diamonds, Kishore Soni, says, “In Baroda people prefer VVS clarity and F, G and H colours of diamond. And they make sure that they get IGI certificates as well. They know what their money is going into and hence they take care of details.” %% In a nut-shell, Vadodara is an important city and contributes fairly to the jewellery business in India in terms of creative designs and business as a unit. The products are fine balance of traditional and contemporary, however, each piece of jewellery is distinct and has a flavor of the rich and colourful state of Gujarat. Not to miss the customer service aspect that is constantly changing and improved each time. So along with its rich cultural image and bright scenic environ, Vadodara is all set to make a mark in the jewelry industry with dedicated jewelers who are engaged in adding to the beauty of people. %%

Vadodara, the cultural capital of Gujarat, has always been a fine example of amalgamation of various cultures, communities and people. From ancient to modern times the city has witnessed an array of changes in terms of culture and living style. Even now, because of strong presence of various corporate in the city, the inhabitants are mix of cultures and origins. The jewellers in the city cater to a wide range of choices and the designs reflect the diversity in the city. %% The market boasts of many important and known jewellers, who have produced masterpiece jewellery. Damodardas Mohanlal Jeweller, who has been in the city from past 50 years, is one among those famous jewelers in the city. The brand has seen the city grow and change in terms of taste and preference. “There have been lot changes in choice of people, but one thing that remains constant is that city’s culture reflects in their taste, irrespective of the era and generation. Our observation states that changes have been happening in every five to 10 years,” says Mahesh P Chokshi, owner, Damodardas Mohanlal Jewellers. %% Elaborating on the trend, he says, “History repeats itself and jewellery market is no exception. In 50’s people used to buy plain jewellery with solid gold, this changed in 60’s and 70’s and people drifted towards Emboss jewelry. In the 90’s we witnessed people taking a liking for antique and jadau jewellery, thanks to television and films. While antique and jadau are still in demand, plain jewellery is making a comeback, in fact, its ruling the market now. This change can be attributed to the fact that people have started looking at gold as an investment.”%%

About the city of Vadodara, Chokshi explains, “The city mostly has service class people and they mostly buy gold occasionally, says, during festivals and marriages. However, business is good here. Now, diamonds are the craze. Though the prices have gone up, but the purchasing power has also improved. So now we have young customers, who prefer delicate, casting jewels in white gold or rhodium polish.” On the fact that gold is now looked at as an investment more than being of ornamental value, he says, “Like in past, people in Baroda still give gold in marriages to their daughters, however the change that we notice is that if they decide to give 100 gms to gold, they divide it in 25 gms of ornaments and rest solid gold in coins.”$$ One of the oldest jewelers in the city, Narayan Jewellers, who have been operating in the city since 1940, have also been witness to the changing face of the city. Started by Ambalal Chaturbhai Chokshi with a meager capital of Rs 51, the name is a well-recognised brand and boasts of a loyal clientele.%% Ravi Chokshi, owner, Narayan Jewellers, says, “There is a major shift not only in people’s choice but also in the industry. The shift of jewellery from being a cultural and social requirement to investment and from ornaments to being a fashion accessory – was subtle but strong.”%% Elaborating the same, he says, “From 40’s to 80’s common man preferred plain yellow sets, while affluent people went for jadaus or minakari. The period from 80’s to 2000, saw antique jewellery gaianing popularity among commons and elites both. This era brought extensive bead work with coloured stones being added to the gold jewellery that gave a rich and lavish look and feel. Beads were huge in demand during these two decades. The 21st century has been most revolutionary and it saw a big change. Today’s consumer is more aware about fashion and they their appearance. Jewellery, to them, is more of a fashion accessory. Some also invest in gold, but the fashion quotient that it has now cannot be ruled out, especially for youth. This decade saw the rising demand of diamond jewellery. Diamond became more achievable. Now, if its jewellery, people prefer diamonds to gold.” %%

“In Vadodara,” Ravi Chokshi points out, “people are well aware of cut, clarity, colour and carat of diamonds. Here people mostly buy VVS to VS quality diamonds. Even if the city mostly has service class people, the buying habits are not very reserved. Here people buy randomly, but we cannot deny the fact that buying of gold is much more during festivals in Baroda.”%% When asked, what kind of designs are more popular in Vadodara, he says, “Vadodara is a cultural city and it is a mix bag of people from different cultural background. We find consumer with all kind of preference for jewellery. For example, youngsters are very modern in their thought they usually prefer white gold or platinum. They prefer light jewellery which they can wear often and to their work place. For different occasion, people go for different kind of jewellery, like for wedding some of them go for heavy looking jadau sets, while some stick to gold only. Everything seems like moving at a speed of light and you have to keep up with the rapid changing consumer demand. Consumer expects professional and quick services. They want to be pampered and feel the best from the retailers.”%% Another known retailer from the town, Radhika Jeweller, has a different view. Mukesh Soni, owner, Radhika Jeweller, says, “Baroda is no more a small, laid back town. The fashion conscious chunk here makes sure that they get the best looking piece of jewellery and the wealth conscious groups follow every paisa that they invest. So Baroda market is live and beaming with transactions. The interesting thing is that people have now become more aware, educated and they consciously invest their money even if it is for luxury.”%%

Talking about the market, Mukesh’s brother, Kishore Soni, says, “Gold is getting expensive day by day, hence people are finding diamonds more appealing. So now, diamond is high on demand. Even youth are fond of white shine than the yellow glitter. In Baroda, around 30 per cent people go for antique, jadau or minakri jewellery but a major chunk still prefers solid gold jewellery. However, youth prefers simple, delicate diamond jewellery preferably in white gold or mix of white and yellow gold. People here shell out money with lot of thinking so be it investment or luxury. SO the small 10 to 15 per cent group that buys fancy jewellery is also aware of the breakup and true value of the jewellery piece. ”%% Talking about the awareness and preference of quality of diamonds, Kishore Soni, says, “In Baroda people prefer VVS clarity and F, G and H colours of diamond. And they make sure that they get IGI certificates as well. They know what their money is going into and hence they take care of details.” %% In a nut-shell, Vadodara is an important city and contributes fairly to the jewellery business in India in terms of creative designs and business as a unit. The products are fine balance of traditional and contemporary, however, each piece of jewellery is distinct and has a flavor of the rich and colourful state of Gujarat. Not to miss the customer service aspect that is constantly changing and improved each time. So along with its rich cultural image and bright scenic environ, Vadodara is all set to make a mark in the jewelry industry with dedicated jewelers who are engaged in adding to the beauty of people. %%

Vadodara, the cultural capital of Gujarat, has always been a fine example of amalgamation of various cultures, communities and people. From ancient to modern times the city has witnessed an array of changes in terms of culture and living style. Even now, because of strong presence of various corporate in the city, the inhabitants are mix of cultures and origins. The jewellers in the city cater to a wide range of choices and the designs reflect the diversity in the city. %% The market boasts of many important and known jewellers, who have produced masterpiece jewellery. Damodardas Mohanlal Jeweller, who has been in the city from past 50 years, is one among those famous jewelers in the city. The brand has seen the city grow and change in terms of taste and preference. “There have been lot changes in choice of people, but one thing that remains constant is that city’s culture reflects in their taste, irrespective of the era and generation. Our observation states that changes have been happening in every five to 10 years,” says Mahesh P Chokshi, owner, Damodardas Mohanlal Jewellers. %% Elaborating on the trend, he says, “History repeats itself and jewellery market is no exception. In 50’s people used to buy plain jewellery with solid gold, this changed in 60’s and 70’s and people drifted towards Emboss jewelry. In the 90’s we witnessed people taking a liking for antique and jadau jewellery, thanks to television and films. While antique and jadau are still in demand, plain jewellery is making a comeback, in fact, its ruling the market now. This change can be attributed to the fact that people have started looking at gold as an investment.”%%

About the city of Vadodara, Chokshi explains, “The city mostly has service class people and they mostly buy gold occasionally, says, during festivals and marriages. However, business is good here. Now, diamonds are the craze. Though the prices have gone up, but the purchasing power has also improved. So now we have young customers, who prefer delicate, casting jewels in white gold or rhodium polish.” On the fact that gold is now looked at as an investment more than being of ornamental value, he says, “Like in past, people in Baroda still give gold in marriages to their daughters, however the change that we notice is that if they decide to give 100 gms to gold, they divide it in 25 gms of ornaments and rest solid gold in coins.”$$ One of the oldest jewelers in the city, Narayan Jewellers, who have been operating in the city since 1940, have also been witness to the changing face of the city. Started by Ambalal Chaturbhai Chokshi with a meager capital of Rs 51, the name is a well-recognised brand and boasts of a loyal clientele.%% Ravi Chokshi, owner, Narayan Jewellers, says, “There is a major shift not only in people’s choice but also in the industry. The shift of jewellery from being a cultural and social requirement to investment and from ornaments to being a fashion accessory – was subtle but strong.”%% Elaborating the same, he says, “From 40’s to 80’s common man preferred plain yellow sets, while affluent people went for jadaus or minakari. The period from 80’s to 2000, saw antique jewellery gaianing popularity among commons and elites both. This era brought extensive bead work with coloured stones being added to the gold jewellery that gave a rich and lavish look and feel. Beads were huge in demand during these two decades. The 21st century has been most revolutionary and it saw a big change. Today’s consumer is more aware about fashion and they their appearance. Jewellery, to them, is more of a fashion accessory. Some also invest in gold, but the fashion quotient that it has now cannot be ruled out, especially for youth. This decade saw the rising demand of diamond jewellery. Diamond became more achievable. Now, if its jewellery, people prefer diamonds to gold.” %%

“In Vadodara,” Ravi Chokshi points out, “people are well aware of cut, clarity, colour and carat of diamonds. Here people mostly buy VVS to VS quality diamonds. Even if the city mostly has service class people, the buying habits are not very reserved. Here people buy randomly, but we cannot deny the fact that buying of gold is much more during festivals in Baroda.”%% When asked, what kind of designs are more popular in Vadodara, he says, “Vadodara is a cultural city and it is a mix bag of people from different cultural background. We find consumer with all kind of preference for jewellery. For example, youngsters are very modern in their thought they usually prefer white gold or platinum. They prefer light jewellery which they can wear often and to their work place. For different occasion, people go for different kind of jewellery, like for wedding some of them go for heavy looking jadau sets, while some stick to gold only. Everything seems like moving at a speed of light and you have to keep up with the rapid changing consumer demand. Consumer expects professional and quick services. They want to be pampered and feel the best from the retailers.”%% Another known retailer from the town, Radhika Jeweller, has a different view. Mukesh Soni, owner, Radhika Jeweller, says, “Baroda is no more a small, laid back town. The fashion conscious chunk here makes sure that they get the best looking piece of jewellery and the wealth conscious groups follow every paisa that they invest. So Baroda market is live and beaming with transactions. The interesting thing is that people have now become more aware, educated and they consciously invest their money even if it is for luxury.”%%

Talking about the market, Mukesh’s brother, Kishore Soni, says, “Gold is getting expensive day by day, hence people are finding diamonds more appealing. So now, diamond is high on demand. Even youth are fond of white shine than the yellow glitter. In Baroda, around 30 per cent people go for antique, jadau or minakri jewellery but a major chunk still prefers solid gold jewellery. However, youth prefers simple, delicate diamond jewellery preferably in white gold or mix of white and yellow gold. People here shell out money with lot of thinking so be it investment or luxury. SO the small 10 to 15 per cent group that buys fancy jewellery is also aware of the breakup and true value of the jewellery piece. ”%% Talking about the awareness and preference of quality of diamonds, Kishore Soni, says, “In Baroda people prefer VVS clarity and F, G and H colours of diamond. And they make sure that they get IGI certificates as well. They know what their money is going into and hence they take care of details.” %% In a nut-shell, Vadodara is an important city and contributes fairly to the jewellery business in India in terms of creative designs and business as a unit. The products are fine balance of traditional and contemporary, however, each piece of jewellery is distinct and has a flavor of the rich and colourful state of Gujarat. Not to miss the customer service aspect that is constantly changing and improved each time. So along with its rich cultural image and bright scenic environ, Vadodara is all set to make a mark in the jewelry industry with dedicated jewelers who are engaged in adding to the beauty of people. %%