IIJW Wraps Up With High-Voltage Show Aimed At Consumer

IIJW brand ambassador Sonam Kapoor

(IDEX Online News)

The wrap-up show delivered a high-voltage performance featuring Bollywood stars and playback singers that was aimed at the Indian consumer. The heavy press and television coverage of the event ensured that the GJEPC got a great deal of mileage in its attempt to step outside its customary business-to-business promotions and directly target the consumer.

Ever since De Beers stopped its generic diamond promotion campaigns worldwide – its efforts in India created an appetite for diamonds where previously there was almost no penetration – the GJEPC has been concerned that jewelry will lose market share to a whole slew of other heavily promoted products, particularly consumer electronics.

The IIJW is an effort by the GJEPC to rekindle that lost spark and promote the ‘Made in India’ jewelry label as something that delivers lasting value.

In all, said GJEPC Chairman Rajiv Jain, the IIJW featured 50 designers and 33 shows. There were 20 new names among the participants and the event turned out to be a great platform for the gem and jewelry industry’s emerging talent.

Among the Bollywood stars that walked the ramp at the grand finale was Sonam Kapoor, who is the GJEPC’s brand ambassador for jewelry.