Riding The Silver Wave

Silver jewellery consumption has rapidly grown in the last ten years but there are very few players in the organised silver jewellery space. Shanoo Bijlani and Aliya Ladhabhoy interviewed silver jewellery brands and jewellery designers to gain a deeper insight into the white metal.

- Shanoo Bijlani and Aliya Ladhabhoy

The Indian jewellery market is largely unorganised and while there are many gold and diamond players who are now transcending into the organised sector, there are very few players in the organised silver jewellery space.

Today, women are financially independent and don’t necessarily look at jewellery as a form of investment. Also, self purchasing consumers are on the rise and consumers would rather wear jewellery on a daily basis rather than save it for occasions. This is where silver jewellery fits in.

Women of today want unique designs that enhance their personalities. Most of the new-age jewellery designers experiment with silver rather than its more expensive counterpart, gold. As a result one can find the most fashion forward designs in silver.

“People are looking for a cost-effective option for quality designer jewellery, without investing heavily in gold and diamonds. It was actually feedback from our existing clients which led us to launch our silver brand Adawna in 2015,” informs Sonal Sehrawat of Adawna, a silver jewellery brand. “It is only a matter of time when silver brands of both new and established jewellery houses will dominate the jewellery space like their more expensive cousins.”

“The market is growing at the rate of 20% or even more,” informed Prasad Kapre of Style Quotient Jewellery Pvt. Ltd., one of the biggest players in the organised silver jewellery marketplace. It has a number of silver brands under its umbrella – Silvostyle, an in-house brand; silver jewellery by Tarun Tahiliani and Being Human Jewellery (a tieup with the Being Human Foundation).