Jewelicious brings bling on a budget to Isloo

With gold creeping out of reach, Indian jewellery comes to town.

Maha Mussadaq February 11, 2012


The Lahore-based jewellery exhibitors, Jewelicious on Friday brought their latest collection of Indian jewellery to Islamabad, saying that demand is ever-increasing in the capital.

“Ever since gold prices picked up, we have exhibits every four months instead of six months,” said Azmat Ali of Jewelicious. A two-day exhibition at the multi-label store Latelier attracted many young girls and women who have moved towards buying artificial pieces over real gold. Speaking to The Express Tribune, Ali said that the increase in gold prices has led to an increase in the demand for artificial jewellery. Moreover, she said people are now also opening up to the idea that jewellery exists beyond gold. “People are much more receptive now,” she said.

Jewelicious brought to town a collection of jewellery from India and Bangkok. The collection consists of simple earrings, bangles and bridal sets. Ali said that they had earlier experimented with bringing in artificial bridal sets which were a huge success. She said that they initially brought 12 sets and they have now gone up to selling 42 sets in just one exhibition.

The different types of sets are ideal for different occasions, however, people opt for imitation jewellery which include traditional-style “Polki” suitable for weddings. “Bridal sets are a huge hit,”said Ali, while adding that people also have picked up diamond-like items for other events.

The affordable jewellery is meant for women of all ages. “We cater to everyone from little girls to grandmothers,” said Ali. Bride-to-be Natalia Tariq said, “I come here because these are unusual pieces that you don’t usually find in the market at reasonable prices. Its great if you are a traditional jewellery junkie like me,” she said.

The collection consists of bangles and earrings which are traditional yet trendy. Ali said that they try to pick out pieces that are unique in style, yet in fashion in Pakistan. “Anything that comes in fashion, we make sure to have it here. We also try not to repeat the same things,” she added.

Uzma Toosi from Jewelicious said that this time they have brought the Madrassi collection, which consists of chunky gold with pearls and big stones. Other pieces were from the Maharani Collection, which is inspired by Mughal-era jewellery. “This is how maharanis (princesses) used to dress up, chunky, with lots of colour,” said Toosi.

“I am getting married in a few months and am picking out something for the smaller events. Although my mother wants me to wear real gold, there are just so much more options in artificial jewellery,” said Asma Saleem. “It’s so affordable I can buy matching jewellery with all my other outfits,” she added.

Published in The Express Tribune, February 11th, 2012.


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