HOW CAN THE DIAMOND TRADE SPEAK BETTER TO A STRONG, INDEPENDENT FEMALE SHOPPER?

Promoting Diamond Jewellery Amidst Independent Female Shoppers

- Vijetha Rangabashyam

Has the Indian diamond trade kept pace with the rest of the world in capatalising on the self-purchasing trend, where women, who have higher disposable incomes are willing to spend on diamond jewellery? Focusing on style and design rather than diamond jewellery just being an investment, will go a long way finds out Vijetha Rangabashyam.

Diamonds. The very word evokes so many emotions. The unearthing of this miracle stone that has been in formation for over a billion years, being cut and polished by experts and then set in jewellery, to lend joy and spark to many lives, is a story worth telling. It’s not a wonder why women love diamonds. Diamonds are special and women like to feel special. This billion dollar industry survives for women and thrives on the happiness they get when they wear diamond jewellery. In India, diamond jewellery is an integral part of festivities; it is also a symbol of aspiration. But over the years, diamonds have also become so niche that buying them has been restricted to a select few occasions. Though women are slowly coming forward to buy jewellery for themselves to celebrate milestones and achievements, the trend still is not as big as it is in the West.

“The Future is Female” trend seems to be the norm in the rest of the world, where demand for diamond jewellery is being slowly driven by the female self purchaser. Being reliant on weddings, special occasions and gifting alone has made diamond an extremely niche product. Should the industry be working towards democratizing diamond jewellery and foster impulse buying, so that more women come forward to buy diamond jewellery even if there is no occasion; if so, how can the industry do this collectively?