Kolkata’s jewellery industry is one of the oldest in the country. Renowned the world over for its impeccable craftsmanship and meticulous design detail, the city’s undisputed top position as the commercial hub of the East has contributed immensely to its preeminence as an important centre for the jewellery trade too. From manufacturing, to wholesale, retail and export – the Kolkata jewellery industry spans it all, and is highly competitive, but truly prosperous.%% Roli Gupta takes a bird’s eye view of this city that is fittingly called the backbone of the Indian jewellery trade. %% Ask the Kolkata bhadralok to describe this city in one sentence, and you have a task that’s well nigh impossible. A picture, as the old saying goes, is worth a thousand words; here even a thousand pictures would fall short. And the same is true for the jewellery trade in Kolkata, simply because of the sheer size of the industry here – Kolkata and its outskirts boast nearly 6000 jewellery manufacturing units employing almost 15 lakh workers. The Domzur area is amongst the largest diamond jewellery manufacturing hubs in India, while the Sinthee area in North Kolkata has the plain gold jewellery manufacturing units. Burra Bazaar is the very heart of the city’s trade with 300 shops packed (quite literally) into a one km area. Park Street, Theatre Road, Camac Street and the Salt Lake area have all the plush jewellery showrooms. %% Amidst the myriad montages that comprise Kolkata’s jewellery trade, one element stands out – when it comes to excellence in craftsmanship, this city’s karigars rule the roost. Even as various infl uences have come and gone, these craftsmen have not only managed to incorporate markedly distinctive styles into their craft, but have actually taken the artisanship to a different plane altogether. What is more, the ubiquitous Bangali babu is to be seen in almost all signifi cant jewellery manufacturing centres in the country and is the backbone of this industry’s craftsmanship.

As Siddharthaa Sawansukha of the awardwinning and well-known Sawansukha Jewellers, explains, “The Mughals, Rajputs, and the other cultures that have been a part of the country since ancient times have left an indelible mark on jewellery styles. Mughal jewellery was renowned for its distinctive intricate carvings, the Rajputs their enamel work. Kolkata always had an abundance of skilled labour with an expertise in handcrafted jewellery. The handcrafting technique has been instrumental in adding a silver lining to the jewellery souk of Kolkata. %% History has it that Bengali karigars were taken to Mumbai and trained to manufacture gold and diamond jewellery.” Niraj Surana of Surana Gems and Jewellery, a fourth generation jeweller, adds, “Jewellery manufacturing is a very old profession in Bengal. We have skilled craftsmen – both in plain gold jewellery and diamond studded jewellery – who also work all over the world and are in great demand.” %% Subir Kumar Sen of BC Sen Jewellers, who have been in the city for 123 years, talks about the jewellery of the region. “The jewellery of Bengal has its roots deep in the Shunga period of history,” he explains. “High quality gold sheet work that goes into making extremely lightweight jewellery, fi ligree and granulation, enameling, repousse, inlay and engraving techniques of manufacture are the specialties here. The artisans of the state are known for their craft and Kolkata-made jewellery has a very unique and distinct feel that is unmatched by any other.”

{{|*The handcrafting technique has been instrumental in adding a silver lining to the jewellery souk of Kolkata.*| - Siddharthaa Sawansukha}}

One wonders why the craftsmanship of the area is so renowned. Pankaj Parekh of Alankar Jewellers has an off-beat take on the question. “Bengali soil is very fertile, there is a bounty of natural resources,” he explains. “Moreover, the natural beauty of the region is greatly inspiring, and has been a major factor in infusing creativity into the very lifeblood of the people here – it seems that being artistic is in the DNA of Bengalis. They are to India what Italians are to Europe – from music and art to philosophy and dance and of course, jewellery, the Bengali is extremely creative. In fact, Bengalis will never be found working in the diamond cutting and polishing businesses – these being more or less mechanical in nature. But diamond setting and crafting jewellery – that is where the Kolkata jewellery artisan will truly prove his mettle. “Intricate” is the one word for the jewellery here. Take for instance the famous nakkashi work – the images of fl ora and fauna and gods and goddesses that are created using precious gemstones and metals are unbelievably lifelike.” %% Naturally then, with such a long history and tradition in jewellery manufacturing, the Kolkata consumer is a complete, unabashed jewellery afi cionado. Typical to the cosmopolitan nature of the city, her choices in jewellery are eclectic, both in design and in price points. “And that is why, we jewellers have to cater to all sections of the society – so on one hand we may have a single bangle weighing 85 gms, on the other there would be entire sets comprising necklace, earrings, bangles and ring weighing the same!” exclaims Parekh. %% Expounding on consumer demand further, Surana says, “We see both traditional and modern styles doing well, and the price segment of Rs. 50,000 to Rs. 2,00,000 in yellow gold sells the fastest. The consumer is partial towards fancy shapes of diamonds – baguettes, marquise and pear shaped diamonds are used extensively. Big is beautiful here – diamonds less than two cents in size are never used, and the customer is knowledgeable and smart – she knows her mind and looks for value for money. Then again, due to low per capita income only gold jewellery is sold among the masses; diamonds are bought only by the elite class and Rajasthani businessmen.” %%

Sen agrees, “Consumer preferences are varied and based on requirements. Having said that, design exclusivity and innovation is valued here. Moreover, aesthetics and investment value go hand-in -hand – she wants both.” %% Jewellers also agree that the customer mindset has changed drastically over the past 15 odd years, “There has defi nitely been a drastic change in the way consumers perceive jewellery,” says Sawansukha. “Trends and design preferences vary depending upon the wearer’s status level and social circle. Initially, jewellery was associated only with weddings but now, it is a piece of adornment. Consumers have started preferring jewels with a combination of traditional and modern concepts. Designer and customised jewellery are gaining demand whereas traditional jewellery is evergreen.” The customer is increasingly inclined towards branded products too, and there is a distinct shift in the way business is conducted, he feels. “The unorganised sector formed a major chunk of the jewellery retail business in Kolkata for a long time,” adds Sawansukha. “Earlier, people preferred to buy jewellery from local jewellers who would come to their house. Things are changing now and most consumers wish to buy branded jewellery, or at least from renowned jewellery stores.” %% As Sen puts it, “Hallmarking, certifi cation, value-for-money are the buzz words now. The customer is far less impulsive in her purchasing and very conscious of what she buys – both in terms of the designs and the value that she is getting from her spending. Product awareness is very high. Design concepts have evolved with changes in fashion and style. Another change we have seen is the increasing demand for platinum jewellery.” %% Parekh sees a clear shift towards lightweight jewellery. “The working woman opts for daily wear jewellery in modern styles, something that she can wear easily. Of late, she is more knowledgeable and is not shy of discussing the 4Cs with her jeweller. Diamond jewellery has become very fashionable in the last 10 years. Also branded jewellery is becoming very popular now, with the average consumer realising the safety and the intrinsic value in purchasing a piece that comes with a guarantee and certifi cation.” %%

The festive and wedding seasons are very important here, as they are for jewellers across the country. “There is some serious high-budget spending during the festive season and the winter season here,” says Surana with satisfaction. However, for Kolkata, the Durga Mahotsav is a festival even bigger than Diwali, and that’s when the real spending occurs, feels Sen. “There is the Bengali New Year in April, followed by Akshaya Tritiya, and in August we start preparing for the Durga Puja crowd, followed by the usual Dhanteras and Diwali sales, then in November the wedding season commences and continues till February.” Quite a busy schedule that, and one which augurs well for the jewellery trade in the city. %% A calendar that’s blissfully chock-ablock with festivals and weddings also indicates a market that thrives despite rising prices of materials. “Consumers now expect a high return on jewellery, and we are actually witnessing a buying spree since the prices have risen”, explains Sen. %% Inflation, however, is affecting the jewellery business in the city feels Sawansukha, while Surana has observed that consumers spending within a fixed budget have been affected – they get less grammage for their buck now. Parekh sums it up succinctly, “No one wants to miss out on the potential that lies in investing in jewellery these days. We have also seen bullion sales skyrocket. The typical Kolkata denizen’s logic is this – buying gold at any price is profitable, because gold prices always increase, never decrease. Moreover, he will never sell jewellery. Therefore, from the investment point of view, price rise is always a positive occurrence.” %%

No wonder then that jewellers are looking at a good, sustained growth pattern for the city in the next few years. Sen predicts a 15 per cent increase and Sawansukha pegs growth at very optimistic double digit figures. Of course, the growth would be subject to certain conditions feels Surana. “The city can expect phenomenal growth if the recently changed political scenario provides good governance and stability.” %%

{{|*Design exclusivity and innovation is valued here. Moreover, aesthetics and investment value go hand-in-hand – the consumer wants both.*| - Subir Kumar Sen}}

{{|*“Intricate” is the one word for the jewellery here.*| - Pankaj Parekh}}

{{|*The consumer is partial towards fancy shapes of diamonds – baguettes, marquise and pear shaped diamonds are used extensively.*| - Niraj Surana}}

Kolkata’s jewellery industry is one of the oldest in the country. Renowned the world over for its impeccable craftsmanship and meticulous design detail, the city’s undisputed top position as the commercial hub of the East has contributed immensely to its preeminence as an important centre for the jewellery trade too. From manufacturing, to wholesale, retail and export – the Kolkata jewellery industry spans it all, and is highly competitive, but truly prosperous.%% Roli Gupta takes a bird’s eye view of this city that is fittingly called the backbone of the Indian jewellery trade. %% Ask the Kolkata bhadralok to describe this city in one sentence, and you have a task that’s well nigh impossible. A picture, as the old saying goes, is worth a thousand words; here even a thousand pictures would fall short. And the same is true for the jewellery trade in Kolkata, simply because of the sheer size of the industry here – Kolkata and its outskirts boast nearly 6000 jewellery manufacturing units employing almost 15 lakh workers. The Domzur area is amongst the largest diamond jewellery manufacturing hubs in India, while the Sinthee area in North Kolkata has the plain gold jewellery manufacturing units. Burra Bazaar is the very heart of the city’s trade with 300 shops packed (quite literally) into a one km area. Park Street, Theatre Road, Camac Street and the Salt Lake area have all the plush jewellery showrooms. %% Amidst the myriad montages that comprise Kolkata’s jewellery trade, one element stands out – when it comes to excellence in craftsmanship, this city’s karigars rule the roost. Even as various infl uences have come and gone, these craftsmen have not only managed to incorporate markedly distinctive styles into their craft, but have actually taken the artisanship to a different plane altogether. What is more, the ubiquitous Bangali babu is to be seen in almost all signifi cant jewellery manufacturing centres in the country and is the backbone of this industry’s craftsmanship.

As Siddharthaa Sawansukha of the awardwinning and well-known Sawansukha Jewellers, explains, “The Mughals, Rajputs, and the other cultures that have been a part of the country since ancient times have left an indelible mark on jewellery styles. Mughal jewellery was renowned for its distinctive intricate carvings, the Rajputs their enamel work. Kolkata always had an abundance of skilled labour with an expertise in handcrafted jewellery. The handcrafting technique has been instrumental in adding a silver lining to the jewellery souk of Kolkata. %% History has it that Bengali karigars were taken to Mumbai and trained to manufacture gold and diamond jewellery.” Niraj Surana of Surana Gems and Jewellery, a fourth generation jeweller, adds, “Jewellery manufacturing is a very old profession in Bengal. We have skilled craftsmen – both in plain gold jewellery and diamond studded jewellery – who also work all over the world and are in great demand.” %% Subir Kumar Sen of BC Sen Jewellers, who have been in the city for 123 years, talks about the jewellery of the region. “The jewellery of Bengal has its roots deep in the Shunga period of history,” he explains. “High quality gold sheet work that goes into making extremely lightweight jewellery, fi ligree and granulation, enameling, repousse, inlay and engraving techniques of manufacture are the specialties here. The artisans of the state are known for their craft and Kolkata-made jewellery has a very unique and distinct feel that is unmatched by any other.”

{{|*The handcrafting technique has been instrumental in adding a silver lining to the jewellery souk of Kolkata.*| - Siddharthaa Sawansukha}}

One wonders why the craftsmanship of the area is so renowned. Pankaj Parekh of Alankar Jewellers has an off-beat take on the question. “Bengali soil is very fertile, there is a bounty of natural resources,” he explains. “Moreover, the natural beauty of the region is greatly inspiring, and has been a major factor in infusing creativity into the very lifeblood of the people here – it seems that being artistic is in the DNA of Bengalis. They are to India what Italians are to Europe – from music and art to philosophy and dance and of course, jewellery, the Bengali is extremely creative. In fact, Bengalis will never be found working in the diamond cutting and polishing businesses – these being more or less mechanical in nature. But diamond setting and crafting jewellery – that is where the Kolkata jewellery artisan will truly prove his mettle. “Intricate” is the one word for the jewellery here. Take for instance the famous nakkashi work – the images of fl ora and fauna and gods and goddesses that are created using precious gemstones and metals are unbelievably lifelike.” %% Naturally then, with such a long history and tradition in jewellery manufacturing, the Kolkata consumer is a complete, unabashed jewellery afi cionado. Typical to the cosmopolitan nature of the city, her choices in jewellery are eclectic, both in design and in price points. “And that is why, we jewellers have to cater to all sections of the society – so on one hand we may have a single bangle weighing 85 gms, on the other there would be entire sets comprising necklace, earrings, bangles and ring weighing the same!” exclaims Parekh. %% Expounding on consumer demand further, Surana says, “We see both traditional and modern styles doing well, and the price segment of Rs. 50,000 to Rs. 2,00,000 in yellow gold sells the fastest. The consumer is partial towards fancy shapes of diamonds – baguettes, marquise and pear shaped diamonds are used extensively. Big is beautiful here – diamonds less than two cents in size are never used, and the customer is knowledgeable and smart – she knows her mind and looks for value for money. Then again, due to low per capita income only gold jewellery is sold among the masses; diamonds are bought only by the elite class and Rajasthani businessmen.” %%

Sen agrees, “Consumer preferences are varied and based on requirements. Having said that, design exclusivity and innovation is valued here. Moreover, aesthetics and investment value go hand-in -hand – she wants both.” %% Jewellers also agree that the customer mindset has changed drastically over the past 15 odd years, “There has defi nitely been a drastic change in the way consumers perceive jewellery,” says Sawansukha. “Trends and design preferences vary depending upon the wearer’s status level and social circle. Initially, jewellery was associated only with weddings but now, it is a piece of adornment. Consumers have started preferring jewels with a combination of traditional and modern concepts. Designer and customised jewellery are gaining demand whereas traditional jewellery is evergreen.” The customer is increasingly inclined towards branded products too, and there is a distinct shift in the way business is conducted, he feels. “The unorganised sector formed a major chunk of the jewellery retail business in Kolkata for a long time,” adds Sawansukha. “Earlier, people preferred to buy jewellery from local jewellers who would come to their house. Things are changing now and most consumers wish to buy branded jewellery, or at least from renowned jewellery stores.” %% As Sen puts it, “Hallmarking, certifi cation, value-for-money are the buzz words now. The customer is far less impulsive in her purchasing and very conscious of what she buys – both in terms of the designs and the value that she is getting from her spending. Product awareness is very high. Design concepts have evolved with changes in fashion and style. Another change we have seen is the increasing demand for platinum jewellery.” %% Parekh sees a clear shift towards lightweight jewellery. “The working woman opts for daily wear jewellery in modern styles, something that she can wear easily. Of late, she is more knowledgeable and is not shy of discussing the 4Cs with her jeweller. Diamond jewellery has become very fashionable in the last 10 years. Also branded jewellery is becoming very popular now, with the average consumer realising the safety and the intrinsic value in purchasing a piece that comes with a guarantee and certifi cation.” %%

The festive and wedding seasons are very important here, as they are for jewellers across the country. “There is some serious high-budget spending during the festive season and the winter season here,” says Surana with satisfaction. However, for Kolkata, the Durga Mahotsav is a festival even bigger than Diwali, and that’s when the real spending occurs, feels Sen. “There is the Bengali New Year in April, followed by Akshaya Tritiya, and in August we start preparing for the Durga Puja crowd, followed by the usual Dhanteras and Diwali sales, then in November the wedding season commences and continues till February.” Quite a busy schedule that, and one which augurs well for the jewellery trade in the city. %% A calendar that’s blissfully chock-ablock with festivals and weddings also indicates a market that thrives despite rising prices of materials. “Consumers now expect a high return on jewellery, and we are actually witnessing a buying spree since the prices have risen”, explains Sen. %% Inflation, however, is affecting the jewellery business in the city feels Sawansukha, while Surana has observed that consumers spending within a fixed budget have been affected – they get less grammage for their buck now. Parekh sums it up succinctly, “No one wants to miss out on the potential that lies in investing in jewellery these days. We have also seen bullion sales skyrocket. The typical Kolkata denizen’s logic is this – buying gold at any price is profitable, because gold prices always increase, never decrease. Moreover, he will never sell jewellery. Therefore, from the investment point of view, price rise is always a positive occurrence.” %%

No wonder then that jewellers are looking at a good, sustained growth pattern for the city in the next few years. Sen predicts a 15 per cent increase and Sawansukha pegs growth at very optimistic double digit figures. Of course, the growth would be subject to certain conditions feels Surana. “The city can expect phenomenal growth if the recently changed political scenario provides good governance and stability.” %%

{{|*Design exclusivity and innovation is valued here. Moreover, aesthetics and investment value go hand-in-hand – the consumer wants both.*| - Subir Kumar Sen}}

{{|*“Intricate” is the one word for the jewellery here.*| - Pankaj Parekh}}

{{|*The consumer is partial towards fancy shapes of diamonds – baguettes, marquise and pear shaped diamonds are used extensively.*| - Niraj Surana}}

Kolkata’s jewellery industry is one of the oldest in the country. Renowned the world over for its impeccable craftsmanship and meticulous design detail, the city’s undisputed top position as the commercial hub of the East has contributed immensely to its preeminence as an important centre for the jewellery trade too. From manufacturing, to wholesale, retail and export – the Kolkata jewellery industry spans it all, and is highly competitive, but truly prosperous.%% Roli Gupta takes a bird’s eye view of this city that is fittingly called the backbone of the Indian jewellery trade. %% Ask the Kolkata bhadralok to describe this city in one sentence, and you have a task that’s well nigh impossible. A picture, as the old saying goes, is worth a thousand words; here even a thousand pictures would fall short. And the same is true for the jewellery trade in Kolkata, simply because of the sheer size of the industry here – Kolkata and its outskirts boast nearly 6000 jewellery manufacturing units employing almost 15 lakh workers. The Domzur area is amongst the largest diamond jewellery manufacturing hubs in India, while the Sinthee area in North Kolkata has the plain gold jewellery manufacturing units. Burra Bazaar is the very heart of the city’s trade with 300 shops packed (quite literally) into a one km area. Park Street, Theatre Road, Camac Street and the Salt Lake area have all the plush jewellery showrooms. %% Amidst the myriad montages that comprise Kolkata’s jewellery trade, one element stands out – when it comes to excellence in craftsmanship, this city’s karigars rule the roost. Even as various infl uences have come and gone, these craftsmen have not only managed to incorporate markedly distinctive styles into their craft, but have actually taken the artisanship to a different plane altogether. What is more, the ubiquitous Bangali babu is to be seen in almost all signifi cant jewellery manufacturing centres in the country and is the backbone of this industry’s craftsmanship.

As Siddharthaa Sawansukha of the awardwinning and well-known Sawansukha Jewellers, explains, “The Mughals, Rajputs, and the other cultures that have been a part of the country since ancient times have left an indelible mark on jewellery styles. Mughal jewellery was renowned for its distinctive intricate carvings, the Rajputs their enamel work. Kolkata always had an abundance of skilled labour with an expertise in handcrafted jewellery. The handcrafting technique has been instrumental in adding a silver lining to the jewellery souk of Kolkata. %% History has it that Bengali karigars were taken to Mumbai and trained to manufacture gold and diamond jewellery.” Niraj Surana of Surana Gems and Jewellery, a fourth generation jeweller, adds, “Jewellery manufacturing is a very old profession in Bengal. We have skilled craftsmen – both in plain gold jewellery and diamond studded jewellery – who also work all over the world and are in great demand.” %% Subir Kumar Sen of BC Sen Jewellers, who have been in the city for 123 years, talks about the jewellery of the region. “The jewellery of Bengal has its roots deep in the Shunga period of history,” he explains. “High quality gold sheet work that goes into making extremely lightweight jewellery, fi ligree and granulation, enameling, repousse, inlay and engraving techniques of manufacture are the specialties here. The artisans of the state are known for their craft and Kolkata-made jewellery has a very unique and distinct feel that is unmatched by any other.”

{{|*The handcrafting technique has been instrumental in adding a silver lining to the jewellery souk of Kolkata.*| - Siddharthaa Sawansukha}}

One wonders why the craftsmanship of the area is so renowned. Pankaj Parekh of Alankar Jewellers has an off-beat take on the question. “Bengali soil is very fertile, there is a bounty of natural resources,” he explains. “Moreover, the natural beauty of the region is greatly inspiring, and has been a major factor in infusing creativity into the very lifeblood of the people here – it seems that being artistic is in the DNA of Bengalis. They are to India what Italians are to Europe – from music and art to philosophy and dance and of course, jewellery, the Bengali is extremely creative. In fact, Bengalis will never be found working in the diamond cutting and polishing businesses – these being more or less mechanical in nature. But diamond setting and crafting jewellery – that is where the Kolkata jewellery artisan will truly prove his mettle. “Intricate” is the one word for the jewellery here. Take for instance the famous nakkashi work – the images of fl ora and fauna and gods and goddesses that are created using precious gemstones and metals are unbelievably lifelike.” %% Naturally then, with such a long history and tradition in jewellery manufacturing, the Kolkata consumer is a complete, unabashed jewellery afi cionado. Typical to the cosmopolitan nature of the city, her choices in jewellery are eclectic, both in design and in price points. “And that is why, we jewellers have to cater to all sections of the society – so on one hand we may have a single bangle weighing 85 gms, on the other there would be entire sets comprising necklace, earrings, bangles and ring weighing the same!” exclaims Parekh. %% Expounding on consumer demand further, Surana says, “We see both traditional and modern styles doing well, and the price segment of Rs. 50,000 to Rs. 2,00,000 in yellow gold sells the fastest. The consumer is partial towards fancy shapes of diamonds – baguettes, marquise and pear shaped diamonds are used extensively. Big is beautiful here – diamonds less than two cents in size are never used, and the customer is knowledgeable and smart – she knows her mind and looks for value for money. Then again, due to low per capita income only gold jewellery is sold among the masses; diamonds are bought only by the elite class and Rajasthani businessmen.” %%

Sen agrees, “Consumer preferences are varied and based on requirements. Having said that, design exclusivity and innovation is valued here. Moreover, aesthetics and investment value go hand-in -hand – she wants both.” %% Jewellers also agree that the customer mindset has changed drastically over the past 15 odd years, “There has defi nitely been a drastic change in the way consumers perceive jewellery,” says Sawansukha. “Trends and design preferences vary depending upon the wearer’s status level and social circle. Initially, jewellery was associated only with weddings but now, it is a piece of adornment. Consumers have started preferring jewels with a combination of traditional and modern concepts. Designer and customised jewellery are gaining demand whereas traditional jewellery is evergreen.” The customer is increasingly inclined towards branded products too, and there is a distinct shift in the way business is conducted, he feels. “The unorganised sector formed a major chunk of the jewellery retail business in Kolkata for a long time,” adds Sawansukha. “Earlier, people preferred to buy jewellery from local jewellers who would come to their house. Things are changing now and most consumers wish to buy branded jewellery, or at least from renowned jewellery stores.” %% As Sen puts it, “Hallmarking, certifi cation, value-for-money are the buzz words now. The customer is far less impulsive in her purchasing and very conscious of what she buys – both in terms of the designs and the value that she is getting from her spending. Product awareness is very high. Design concepts have evolved with changes in fashion and style. Another change we have seen is the increasing demand for platinum jewellery.” %% Parekh sees a clear shift towards lightweight jewellery. “The working woman opts for daily wear jewellery in modern styles, something that she can wear easily. Of late, she is more knowledgeable and is not shy of discussing the 4Cs with her jeweller. Diamond jewellery has become very fashionable in the last 10 years. Also branded jewellery is becoming very popular now, with the average consumer realising the safety and the intrinsic value in purchasing a piece that comes with a guarantee and certifi cation.” %%

The festive and wedding seasons are very important here, as they are for jewellers across the country. “There is some serious high-budget spending during the festive season and the winter season here,” says Surana with satisfaction. However, for Kolkata, the Durga Mahotsav is a festival even bigger than Diwali, and that’s when the real spending occurs, feels Sen. “There is the Bengali New Year in April, followed by Akshaya Tritiya, and in August we start preparing for the Durga Puja crowd, followed by the usual Dhanteras and Diwali sales, then in November the wedding season commences and continues till February.” Quite a busy schedule that, and one which augurs well for the jewellery trade in the city. %% A calendar that’s blissfully chock-ablock with festivals and weddings also indicates a market that thrives despite rising prices of materials. “Consumers now expect a high return on jewellery, and we are actually witnessing a buying spree since the prices have risen”, explains Sen. %% Inflation, however, is affecting the jewellery business in the city feels Sawansukha, while Surana has observed that consumers spending within a fixed budget have been affected – they get less grammage for their buck now. Parekh sums it up succinctly, “No one wants to miss out on the potential that lies in investing in jewellery these days. We have also seen bullion sales skyrocket. The typical Kolkata denizen’s logic is this – buying gold at any price is profitable, because gold prices always increase, never decrease. Moreover, he will never sell jewellery. Therefore, from the investment point of view, price rise is always a positive occurrence.” %%

No wonder then that jewellers are looking at a good, sustained growth pattern for the city in the next few years. Sen predicts a 15 per cent increase and Sawansukha pegs growth at very optimistic double digit figures. Of course, the growth would be subject to certain conditions feels Surana. “The city can expect phenomenal growth if the recently changed political scenario provides good governance and stability.” %%

{{|*Design exclusivity and innovation is valued here. Moreover, aesthetics and investment value go hand-in-hand – the consumer wants both.*| - Subir Kumar Sen}}

{{|*“Intricate” is the one word for the jewellery here.*| - Pankaj Parekh}}

{{|*The consumer is partial towards fancy shapes of diamonds – baguettes, marquise and pear shaped diamonds are used extensively.*| - Niraj Surana}}