When Less is More

When Julie Leymarie and her friends Cecilia Morelli Parikh and Aurelie de Limelette were sourcing jewellery for their store,Le Mill,in Mumbai,they decided to fill the one gap that they saw in India’s jewellery market. “We know that India has a rich jewellery tradition,but there aren’t enough pieces in contemporary styles for daily use,” says Leyamrie. Among the collections they picked up,was one by Indian-born designer Mawi Keivom. “We ordered 90 pieces. And within a short time,we sold nearly 50 per cent,” claims Leymarie.

Despite India’s venerable jewellery tradition,there isn’t much casual yet trendy jewellery available. Many well-heeled women,therefore,choose costume jewellery by luxury labels like Chanel,Dior or Louis Vuitton. Vasudha Jha,head of corporate communication,World Gold Council,says,“India has stuck to traditional aesthetics. That is why young people prefer jewellery by big fashion houses.”

Delhi-based designer Mandira Wirk is pragmatic. “I’m not into jewellery,but I do own few casual pieces. I love Chanel’s classy pearl necklaces : they’re not ostentatious and instantly make my outfit look good.”

The demand for such jewellery can only increase. Marielou Phillips,Head public relations and press of Chanel India,points out,“The luxury market in India is still very young so there is room for growth,including costume jewellery.”