Indian women and gold jewellery make an unbeatable pair, much like movies and popcorn, or gossip and golgappa.
And now, Jamshedpur women have more options to glitter as a slew of big-ticket retail stores from metros are either setting shop in the city or planning to do so.
While Tanishq and Reliance Jewels - brands from two of the best-known business houses in India - have been doing business for many years, newer entrants include Tribhovandas Bhimji Zaveri (TBZ), a Mumbai-based premium brand, which debuted last year, and Calcutta-based Senco Gold and Diamonds, which came last week.
Both are in commercial hub Bistupur, as are the two national brands and a host of old local favourites such as Chhaganlal Dayaljee Jewellers and Kuldip Sons and Jewellers.
Going by the buzz, two more premium Calcutta brands, PC Chandra Jewellers and MP Jewellers are set to open their flagship stores in the city soon. So is a Kerala brand, the Thrissur-based Kalyan Jewellers.
Why are jewellers suddenly making a beeline for Jamshedpur? Ivy Sanyal, the articulate store manager at Senco Gold and Diamonds in Bistupur, believes people in the steel city and adjoining industrial hub Adityapur have high disposable incomes.
"Obviously, when premium jewellery brands enter a city, they do so after sound research. Here, many customers demand something unique and offbeat which local jewellers may not be able to cater to. Also, there's the trust factor when it comes to investing in jewellery, which is where brands come in," she said, adding they would also open stores in Dhanbad and Ranchi in the next couple of months.
On why they were bullish about not only Jamshedpur but other Jharkhand cities as well, she said: "Monopolistic, traditional jewellery markets so far offered limited designs. But, youngsters from these towns like to try out something new, such as rose gold, with a pinkish texture, white gold, sleek and affordable designs," she added. "For example, at Senco, our Gossip Collection jewellery made of gold dust starts at a mere Rs 500."
TBZ, which debuted last August to "tremendous response from customers in Jamshedpur", relies on "purity and transparency" when it comes to their gold and diamond jewellery. "Trust is a big win," store manager Ravi Ranjan said. "People knew about TBZ in Mumbai. They walked inside this store and saw the same quality and craftsmanship."
Although TBZ is famed for expensive, antique designs, Ranjan said they had a wide range of everyday-wear too. "We have a new collection where you can get a diamond pendant set at just Rs 25,000," he said.
Customers are loving it. Sreejani Das, a Sakchi-based homemaker and a regular jewellery buyer, said she welcomed big brands. "Trust, variety and sleek designs make brands a winner, though of course, we all have our local favourites," she said.
Jamshedpur Jewellery and Sarafa (Bullion) Association also believed influx of brands was good for jewellery business. "I don't think small jewellers will get hit as every family has favourites since generations. But, if there are brands, people can pick and choose. Earlier, many people went to metros to buy jewellery but now no one needs to," said Sunil Verma, a member of Jamshedpur Jewellery and Sarafa Association and director, Kuldip Sons and Jewellers.
