By Rahaf Al Tawil
IIJS Signature 2013 was well timed since it gave retailers the time to refill inventories just before the run-up to the wedding season and auspicious gold-buying festivals such as Akshaya Tritiya and Guddi Padva.
-
- (L-R) Mr. Stephen Lussier, Mrs. Rita Menon, Mr. Haresh Zaveri, Mr. Vipul Shah, Chairman, GJEPC, at the inauguration of IIJS Signature 2013.
The Gem and Jewellery Export Promotion Council officially inaugurated its Sixth edition of Signature in Mumbai on February 22, 2013, at the Bombay Convention & Exhibition Centre (NSE Complex), Mumbai. Spread over 30,000 sq m with 1083 Booths, IIJS Signature 2013 was held from Feb 22-25, 2013, and was the largest of the Signature events held thus far, with participation of over 550 exhibitors, and attracting more than 7000 national and international buyers.
Speaking at the event, Mr. Vipul Shah, Chairman, GJEPC, said, “Signature is a great platform where international and national retailers and manufacturers come together to build associations, transact business and forge long-lasting relations that enable business transactions all year around.”
Following its tradition, Signature 2013 showcased exquisite jewellery collections made in the highest standards of design, quality and craftsmanship. To learn first-hand about some of the collections, we spoke with two of the brands, Jewels Emporium and CVM Jewellery. Our first interview was with Mr. Anup Bohra, Managing Director of Jewels Emporium, and the second with Mr. Deepak Choksi of CVM Jewellery.
Interview with Mr. Anup Bohra, Managing Director of Jewels Emporium
Rahaf Al Tawil: One look at the outstanding jewellery on display at Jewels Emporium’s stand at Signature transported me back in time to the glory days of the Maharajas when jewels bore witness to thousands of secrets, intrigues, and love affairs. Can you please tell our readers more about Jewels Emporium?
-
- Anup Bohra, centre, with two models wearing Jewels Emporium jewellery.
Anup Bohra: The story of Jewels Emporium begins in Delhi, when the company was created in 1841. Then, 172 years later, in 1963, the company moved to Jaipur and has been very active since.
RT: You mentioned that Jewels Emporium created a very particular line of jewellery 12 yrs ago… a line of masterpieces embodying French enamel combined with precious stones and diamonds. Can you elaborate on this?
-
- A diamond and enamel necklace by Jewels Emporium.
AB: Up until 1999, the company was creating classic and contemporary style pieces. As a young boy, I realized that it was doing well, but that it was not becoming a brand per se. So, I had to think of something absolutely different, something that would distinguish Jewels Emporium as a brand. When I surveyed the market, I realized that a lot of people were making nice jewellery, but that none of it was unique. That is when I decided to go into the art of French Enamel, and started creating true masterpieces. Since then our jewelry has become a brand, and people are very appreciative of our pieces. Sometimes, other companies even try to copy me.
RT: Please tell us about your latest collection and the pieces that you are launching here at Signature.
AB: Our latest collection is the Masterpiece Collection, where every piece is absolutely unique. Using enamel is not about the cost of the material, but how you treat the material. Since every woman is unique, we feel her jewellery should be unique.
RT: What is the bestseller in the Masterpiece Collection?
-
- The peacock motif is one of the bestsellers in the Masterpiece collection by Jewels Emporium
AB: One of the bestselling designs is the peacock motif, but all are different from each other.
RT: Are all the pieces made by hand? Where do you source your gemstones?
AB: Every piece is handcrafted by the best craftsmen in my factory. The gemstones come from all over the world. Our buyers and design director travel the globe to find just the right pieces. The stones are then cut in my factory in Jaipur.
-
- Traditional long necklace by Jewels Emporium
Interview with Mr. Deepak Choksi of CVM Jewellery
Rahaf Al Tawil: While walking around Signature, my attention was drawn to two amazing pure gold clutches shimmering with diamonds and precious coloured gemstones. One could easily imagine such breathtaking pieces on the red carpet in the hand of a gorgeous Bollywood actress. Inside your stand was a large collection of even more beautiful jewellery. Please tell our readers about your brand and your designs.
-
- Mr. Deepak Choksi of CVM Jewellery
Deepak Choksi: CVM is from Junagadh, a remote area in the state of Gujarat in India. Our specialty is high-end designer jewellery. Our factory employs around 500 people. Our goal is to innovate in terms of design using materials such as rose-cut diamonds, uncut diamonds, and coloured stones such as rubies and emeralds. Each of our pieces has its own identity, something evoking the company’s home in Junagadh. Our jewellery is so distinctive that people in our industry can easily identify that a piece is Junagadh jewellery, made by CVM.
RT: What is it that distinguishes CVM Jewellery from that of other brands in India?
DC: One thing is that we draw inspiration from the colourful dresses of Indian women. Our designs use 22K gold and Champagne-colour rose-cut diamonds to match the Indian costumes.
-
- A 14K gold and gemstone clutch by CVM Jewellery
RT: Is all your jewellery handmade or do you ever rely on machinery to produce your pieces?
DC: If you use machines, you can have only straight or geometric designs. In CVM’s designs, there is no geometry. They are purely artistic and organic in terms of form, shape, and size. They are beautiful. When the artisan finishes a piece, we inspect it carefully for quality. Yes, everything is 100-percent handmade.
-
- A 14K gold and diamond clutch by CVM Jewellery
RT: Since you are an “artisanal” brand, how do you benefit from participating in Signature?
-
- A traditional necklace in rose-cut diamonds and rubies by by CVM Jewellery
DC: Actually, Signature is a very good platform for us, and we are thankful to the GJEPC. For this show, we created two wonderful pieces, the full gold and the diamond clutches, which are made of 14K gold, diamonds, and coloured gemstones. And, our latest Jewellery collection is called JUD Jewellery, which stands for Junagadh Uncut Diamond Jewellery.
