COUTURE PRACTICES - Hazoorilal, Delhi

December 2008


Hazoorilal strikes a balance between tradition and modernity in Delhi’s southern suburbs

India’s vast army of retail jewelers can broadly be divided into two loose categories: those who adhere to tradition by selling primarily 22-karat gold wedding jewelry, and those best described as progressive because they offer diamond- and gem-studded jewels inspired by both Indian and Western aesthetics.

It’s not as subtle a distinction as it may seem. The former tend to be small, family-run affairs with little capacity for marketing and advertising yet strong word-of-mouth reputations within their respective communities, while the latter are larger operations with a varied jewelry selection, international sourcing relationships and a commitment to marketing, merchandising and education. In short, India’s progressive jewelers don’t eschew tradition so much as reinterpret it. Hazoorilal, a family-owned company with a flagship boutique in New Delhi’s upscale Greater Kailash neighborhood, is unquestionably among the latter. Founded nearly 60 years ago in south Delhi by patriarch Hazoorilal Narang, the company has since expanded to include two additional stores in Delhi as well as a fourth location in the Gurgaon Gold Souk.

With its well-edited selection of pearl and diamond sets in discreet white gold as well as dramatic — and characteristically Indian — parures employing rose-cut diamonds, 22-karat gold and polki and kundan techniques, Hazoorilal has positioned itself as the choice for modern Indian jewelry consumers who like to strike the balance between past and present.

Rings by Bapalal Keshavlal

“Our vision is to be the leading diamond specialty store in the country,” says Managing Director Ramesh Narang, who, together with his brother, Sandeep Narang, handles the day-to-day demands of the business. “There’s an intimacy we’ll always have the edge with. Our strength is our closeness and like-mindedness with the consumer.”

This is no small feat. Nearly every major luxury goods provider has its sights set on the affluent Indian consumer. As the Louis Vuittons and Cartiers of the world struggle to find the right positioning in a market with a deeply entrenched jewelry mindset, Hazoorilal capitalizes on its home team advantage.

During Indian festival periods such as Holi, Akshay-Tritya and Diwali, the flagship boutique’s window dressing reflects the company’s lavish yet elegant design philosophy. Inside, a color palette of ivory and warm, earthen hues complements the Italian Traventino marble. The ubiquitous “H” logo, found on brass tags placed throughout the showroom, not to mention all advertisements, packaging materials and even the cutlery, trays and glasses served to waiting clients, is Hazoorilal’s “company seal of guarantee,” like Tiffany’s iconic blue.

“An elegant collection of designs with a wide choice for customers,” is how one customer, Mrs. Labroo from Noida, recently put it. We couldn’t have said it better ourselves.