Indian Jewelry Designs Target Working Women

Working women in India have been targeted by the domestic retail jewelry sector with the use of diamond substitutes and more lightweight diamond pieces aimed at everyday wear.

Modicare Ltd, for example, recently launched a line of cubic zirconia 18-carat gold-plated jewelry called Bella Passione aimed at modern Indian women who want to wear an international style at an affordable price.

Modicare’s jewelry was designed by Italian designer Antonio Rossi who describes the pieces as being of an international style with a touch of India and aimed at urban working women with price points between $23 and $68.

Modicare is forecasting sales of $34 million - $46 million in the first year of sales.

Meanwhile, jewelry giant Tanishq has launched a jewelry collection entitled 9 to 5 for working women, and another line called Solo, which it describes as an affordable solitaire diamond range.

In addition, DTC India believes its Asmi diamond jewelry brand featuring 11 designs with an average price of $340 will strike a chord with modern women looking for an expensive look but at a price they can afford.