14 karat gold: A new trend is emerging rapidly in India’s jewelery industry. Instead of heavy ornaments, people are now giving preference to light, stylish and everyday wearing jewelery, especially 14 carat (14K) gold jewelery. From metro cities to Tier-2 towns, the brands are now selling it not just cheap but as a ‘fascinating and thoughtful choice’.
Caratlane 14k to 35% Revenue
Shefali Gautam, Chief Marketing Officer, Caratlane, says that about 35% of his brand’s total earnings now comes from 14K gold jewelery. She says, “We are presenting 14K as an affordable option, but a thoughtful choice.”
Caratlane’s jewelery comes in modern and minimal design, which is made to wear daily. Customers can also do med-to-order according to the carat of their choice.
Cry wearing and freedom in design
According to MIA’s business head Shyamala Ramanan, 14K gold jewelery gives the designer more expression of more expression and also remains durable.
The MIA gives a simple message in its campaign, ‘Jewelery which is for you, not for the vault.’ That is, the jewel is no longer limited to festivals and marriage, but is becoming a part of your daily life.
Youth now buying jewelery for themselves
Candere director Ramesh Kalyanraman says that today’s youth consider jewelry to be a self-exhibition.
According to him, ’14k Gold is a balance of strength, beauty and economy. It is perfect to wear it every day, especially when you are buying for yourself. ‘
Emotional appeal and focus on self-review
Brands are now directly connected to emotions. Such as Caratlane’s campaign #Wearyourwins gives you a chance to celebrate your victory. At the same time, Candere’s slogan love is light presents relationships in light, beautiful and personal style.
Brands like MIA are now promoting concepts like recycled gold, so that environment conscious customers can join them.
Where are the most trends?
South India still dominates 22k gold, but 14K is becoming increasingly popular in big cities like Mumbai, Delhi and Bengaluru. Shyamala Ramanan says that in Tier-2 cities too, the aspiration for fashion and style has increased, and the customers there now want to walk with trends.
Candere has noted that even in small towns, youth are now bending towards stylish and affordable designs, causing the demand for 14K jewelery there too.
Increased identity from brand ambassador
Candere has made Shah Rukh Khan his brand ambassador, which has boosted both the visibility and acadens of 14K gold jewelery. Now this jewelry has become a style statement not just traditional, but every day.
Also read: Cheap and durable! After all, what is the Demi-Fine Jewelery, which is changing the world of jewelry?
