India has always been big on jewellery. It’s been a part of our culture and daily life as far back as time immemorial. Whether it is mention of elaborate shringar in our holy & ancient scriptures or even the excavations from the Harappa civilization, it seems jewellery and other forms of body adornment have been a part and parcel of Indian culture. This love has taken the form of elaborate pieces of art from precious metals ( gold, silver, platinum etc ) and a variety of precious stones ( rubies, emeralds, diamonds and sapphires ).
Whether in the form of investments within the family or as gifting items during important festivals & ceremonies, traditional jewellery has been the norm with Indians cutting across class and other divides. Now of course winds of change are blowing this side too and there is a challenger who is seeking larger footprints. More and more people who buy jewelry online in India are now looking to buy imitation jewellery online or even shop at traditional outlets. And costume jewellery pundits are rubbing their hands in glee as the sales for beautifully crafted items are now on the rise.
It’s widely believed that the costume jewellery business is now estimated to be in the region of Indian Rupees 98 billion in the year 2013. The demand for bracelets for women online India as well as other forms of imitation artificial jewellery has increased by 80% year after year. Women of all ages and classes are lapping up rings, ear rings, bracelets, bangles and necklaces made from unusual raw material such as fabrics, shells, beads and stones. Due to the affordability factor more people now buy imitation jewellery online.
Which others factors is drawing teenagers and young women who buy jewelry online in India to move in large numbers to costume jewellery? Well the answer besides the price factor is availability of a wide range of innovative designs & variety plus their value for the money spent. Unlike traditional jewellery, costume jewellery can be rapidly changed and bought as per whims and fancies of the wearer. There is no guilt associated as it’s relatively cheap. Nivritti Tandon of NOIDA, a young teacher with a nonprofit represents the young Indian women who are driving the popularity for this form of jewellery.
She says” they are funky and suits my pocket. They enable me to change jewellery as per the occasion. A large number of my friends are in the same league as me”.
A great number of manufacturers and designers now churn out costume jewellery such as bracelets