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Home > Business > Special

Jewel in the couture

Anusha S | July 30, 2003

The recently concluded Lakme India Fashion Week with Liberty saw a glittering new entrant at the event.

Jaipur's traditional gems and jewellery house, Jewels Emporium, participated in the pageant and showcased its special range of baubles worth Rs 1.15 crore (Rs 11. million).

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While noted designer Arjun Khanna's ensemble used Rs 10 lakh (Rs 1 million) worth of Aarzu range of jewels from the company, J J Valaya used Rs 1.5 crore (Rs 15 million) worth of its Rivaz range in his collection.

Incidentally, these are the two new jewellery ranges that the Rs 6 crore (Rs 60 million) company plans to market to its discerning clients in India and abroad.

"Indian designers and accessories are becoming a part of the global fashion scene. And fine jewels lend a regal touch essential in making the garments shine," says Arun Bohra, director (design & manufacturing), Jewels Emporium and the youngest in the eighth generation of the Bohra family.

He adds that the range used by Arjun Khanna was completely hand crafted and inspired by natural elements such as rain, music, trees and flowers.

Khanna used the Aarzu pieces, priced between Rs 15,000 and Rs 2 lakh (Rs 200,000), as jewel button in his sherwani and kurta collection.

"These jewels come in a range of muted colours and, therefore, appeal to the twin sense of flamboyance yet sobriety that men prefer," says Khanna.

On the other hand Valaya, who used the Rivaz collection, claims that a Jewels Emporium team works with him to create the perfect look.

"Not only do they make flawless jewellery, but very often it is their splendid designs that inspire me," he adds.

Buoyed by an encouraging response at the Lakme India Fashion Week, Jewels Emporium is stepping on the gas to implement its expansion plan.

To begin with, it is getting into the top metros -- Mumbai, Bangalore and Kolkata.

The plan is to set up franchisee stores in these cities for which it is negotiating with top-class retailers. After setting up retail operations in the above mentioned cities, the company will move into Delhi and Chandigarh.

Bohra claims that Jewels Emporium has a loyal clientele in Europe, America and Japan.

The company is also looking at undertaking brand building exercise for its jewellery. As a part of this branding exercise, the company will organise private as well public exhibitions for its target audience.

At the bottom of the effort is the desire to grow the company into a Rs 25 crore (Rs 250 million) entity in a few years time, claims Bohra.

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