Diamonds for the modern woman

A recent ad campaign by Foreveremark features a young woman working late into the night and then driving back home by herself. She doesn't shy away from expressing her affection and believes in doing things thatuplift her. Throughout the ad, she is seen wearing one single-diamond nose pin that appears in every shot with her in different jackets, giving her a different look.

A part of the Capricci collection, launched specially for the Indian market two years ago and then revamped again in recent months, the style features a nose pin that can also be worn as a stud earring. The latest communication from the brand at a recently held annual forum in Delhi extends that campaign and features a tribute collection along with a half-carat diamond range.

While the earlier line is a range of stackable rings that can also be worn as pendants, the recent revamp is specially designed for a self-purchase category targeting young working women. "Each ring represents an element of the personality of a woman – she can be a mother, entrepreneur, a daughter or all of them and by stacking them together, she makes her own creation. The stackable rings can be worn as a pendant or as earrings. Our half-carat collection draws inspiration from bold women who are clear about what they want to achieve. The boldness has been translated into a diamond that needs to be seen and into a category that needs to be classic for everyday use and particularly self-rewarding," says Federica Imperiali, head of new product development, Forevermark.

The brand, which has been in the Indian market for seven years, has been trying to gauge its consumers co-opting their sensibilities into Indian culture. "Jewellery has always been an important part of Indian tradition and we keep this in mind when we are designing a piece. For instance, we created the Mangalsutra last year but modernised it so it could be worn with black beads or as a diamond pendant or a bracelet with a leather strap," she says.

As an instance of a customer base that prefers traditional gold jewellery, she points to the South Indian market, where closed setting in jewellery is preferred and gold is chosen over diamonds. Earlier this year, Forevermark launched a line to cater specifically to these tastes. "Indians do not like a lot of empty space in their jewellery, they prefer earrings that cover their earlobes and aren't very fond of long earrings, which is not the case in the West.

They also prefer round bangles in a single loop whereas in the West, chain bracelets are more popular." But the trend is changing; the engagement ring, which is becoming more and more popular is a perfect example. "Besides, we see some bridal sets being replaced by pendent lines or with sets that are traditional, but can be worn as multiple pieces."

Modern designs could be one thing. But in a country where jewellery is seen as an asset passed on from parents to daughters, will there be acceptance of rose gold, an alloy created by mixing copper with gold? "Things are changing. There are producers who not only design in yellow gold but also focus on white and rose gold. I think the Indian market is ready. Most of our partners have been selling jewellery in rose and white gold while the designs in yellow aren't appealing to the consumers."

However, while most of their collection and aesthetics target young women, is the segment driving enough business? "The self-purchase is not the main segment for the brand, it is an important and emerging area, but is not so big as our other categories like buying jewellery for loved ones," she frankly admits.

The trend book 2018

Forevermark trend collection for 2018 predicts rose gold, floral patterns, geometrical shapes and the aesthetics of antiques ruling the jewellery segment. On these lines, it presented Think Pink, Garden of Flowers, Time Capsule and Game of Shapes.