'Indian government could focus on e-commerce in jewellery industry'

Internationally-acclaimed Indian jewellery designer Vinita Michael, who is settled in Dubai, says there is a paradigm shift in the jewellery industry in India with an increase in demand for "contemporary pieces". However, she feels the government can pay more attention as far as the e-commerce sector for jewellery is concerned.

Michael, whose pieces have adorned Bollywood celebrities such as Priyanka Chopra, Sonam Kapoor, Deepika Padukone and Jacqueline Fernandez, also shared that the virtual world remains a "difficult" realm to conquer when it comes to fine jewellery.

"I think in India, there is a lot of emphasis on jewellery designing. We do have very big institutes, have world class education... So I don't think in terms that we lacking in anything. But I guess the only thing that I would personally want is focus on e-commerce section of fine jewellery. I think it is a bit difficult. So e-commerce side is something that the government could focus on," Michael told IANS over phone from Dubai.

After pursuing graduation from the National Institute of Fashion Technology (NIFT) in 2008, Michael went on to do a course in Gemological Institute of America.

Michael specialises in both fine gold, set with precious gems and silver jewellery. Besides developing collections for her own line, she has worked on special commissioned projects for international fashion and jewellery brands such as Swarovski, TRESemme Arabia, Bluestone, Monsieur Fox, Al Mahmood Pearls, Amrapali Jewels, Anmol Jewellers, World Gold Council and Mikura Pearls.

Michael has now designed 'Ziba' collection for Bluestone, one of India's leading online destinations for fine jewellery.

Giving an insight into the trends of the jewellery industry, Michael says she has witnessed "a major shift towards contemporary jewellery".

"The shift has been there in the worldwide market for a while, but the wave is in India too. It is slightly nascent but is definitely there."

The designer feels Indians embrace new trends with zeal.

"India is such a big country, we have so many traditions. From north to south only, you will spot so many different trends... Like if you go through the jewellery market in north, then it is so different but when you go to south there is a lot more emphasis on quality. For example, if you go to the north side, they focus more on the size of the diamond," she said.

Michael added that Indians "in general are a lot more adoptive and a lot more willing to experiment with different designs".

"But when you look at the Middle East market, for example, it is a very brand conscious market. So, it is a bit difficult to push a new product".

For her 'Ziba' collection, Michael used the florals and geometric patterns as seen in the Taj Mahal for her designs which have a Persian touch.

She says she picked the intricate detailing of the monument to add to her collection because it hasn't been attempted much. The designer added that the collection is very modern with a traditional edge.

--IANS

sug/rb/bg