Bling it on, mister!

Ajay Sobhraj, CEO of AU Finja Jewels gets talking about the men’s line of jewellery and the trends

You recently started a men’s line of jewellery, can you describe the various designs you’ve used so far.
Yes, we have recently launched the men’s line of jewellery in Bangalore. It’s the first of its kind for Au Finja, which is globally celebrated as a women’s bangle brand.The men’s range, as of now, consists of bracelets and kadas in 22karat gold. The designs are contemporary but design was not the attribute where we focussed our R&D for this collection. Instead, we have introduced bracelets in two classy metal combinations — one collection made in plain gold and the second in gold with rhodium — each piece weighing above 40gm. The response has been great. Based on consumer and retailer feedback, we have made  few changes in designs and  weight. Orders for the same are presently under production at our Mumbai factory.

Does it become difficult to keep prices competitive when gold is becoming expensive by the quarter?
It surely does get very competitive. With the consistent increase in gold price that we have seen in the last one year, it’s a challenge to keep the sales going as the end consumer holds back his purchase during inflation. We therefore keep variants in weight for every piece of bangle that we produce. Price trend for our products has to be at par with the market scenario, there is very little that we can do where prices are concerned. And so we make changes to product designs without compromising on the quality and finish so as to give our buyers the best value for their money, whatever be the amount they spend. But having said this, I have seen by experience that a quality product always finds its patrons — no matter what price tag it comes with and this holds true for jewellery too. A bangle with decent design coupled with great quality is the first to get picked.

Do you believe in conventional, simple jewellery or modern and contemporary designs?
Contemporary design is popular in this age. Even markets in South India that we thought would prefer traditional jewellery, today want options in design and weight. Every lady is well aware of her needs today; she may be buying a gold bangle for style statement at the moment, but she also has the investment perspective at the back of her mind. She will not settle down for anything less than what she requires. To add to this, she does her research well when she is makes her decision. AU Finja is investing time and resources creating several new designs every month only to cater to these changing needs of women buyers.

What’s the current trend in the  market?
To begin with, jewellery in 22karat gold is the present trend simply for its good resale value. Talking about designs, bangles in enamel work are doing very well as the buyer gets to choose from a wide variety of hues and colours to go with her mood, occasion, personality and dress. Our Sound of Jewel collection has been a winner, so I feel jewellery with moving stones fascinate the buyer. Gold with a combination of rhodium is in vogue for the last few months; rhodium gives effect of diamonds. Hollow bangle range is a fresh collection by us that will do well this year. These are broad bangles with different contours but are not as heavy as they seem to be. Typically, these bangles would appear to be 100gms but in reality would weigh only 60gms. With the Hollow range, we have introduced a quality product in lower weight- something which is the need of the hour.