JAIPUR: It used to be a man’s business to adorn a woman. But traditional trend is in the throes of a makeover.
Rajiv Jain, the convener of Jaipur Jewellery Show, said the number of women entrepreneurs in the sector could be 100 or 150 or even more than 200 in Jaipur alone.
“About 80% of the entrepreneurs have come into the jewellery trade in the past five years and their clan is growing,” says Jain.
They are not exporters, most of them cater to the domestic market. Jain said, “They make all kinds of jewellery but much of it concentrated on fashion jewellery,” added Jain.
Besides adornment value, gold jewellery was considered to be an investment or security for the difficult times. It still is treated that way but fast losing the security value.
Ajay Kala, spokesperson of JJS said, “More and more women prefer fashion or costume jewellery. Since it is affordable, women buy pieces matching their costumes and occasions. That has created a huge demand. The young women entrepreneurs, who have a better sense of modern aesthetics, are levering the behavioral change.”
Nawal Agarwal, an executive member of JJS, agrees. “Often, customers in our showroom accept the option my daughter-in-law gives. That shows a woman knows better what another woman would like to wear,” says Agarwal.
While many of these young women entrepreneurs work on brass, silver and other materials to make fashion jewellery, there are some catering to high-end customers.
“Most do costume jewellery but some also cater to wedding jewellery on made-to-order arrangement. They do not have capital high-end jewellery but in made-to-order, they are sure of the buyer and the capital has immediate turnover,” adds Jain.
Exports requires capital and travelling. That’s why these young entrepreneurs are yet to go overseas. “It will take time for them because they need to have capital to go overseas. Just to travel and participate in an international fair, they need at least Rs 10 lakh,” said Jain.
But the men feel they are not threatened by the new crop of women entrepreneurs.
“When they start a business, the other members of the family also play fiddle to her. So, they are creating more opportunities for the men in the house. More than that the reputation and self-respect they are commanding for themselves is the best outcome of it,” adds Jain.
