Old style jewellery sales rising

Roopa Vohra, a designer of 'revivalist jewellery', hopes to generate business to the tune of Rs 5 crore in financial year 2005-06 as buyers are looking beyond the normal in a the market dominated by traditional gold jewelleries.

The Mumbai revivalist jewellery chain has reported sales of Rs 2 crore in the first six months of the 2004-05 which is the off season.

Speaking to Business Standard on the sidelines of the exhibition of a collection branded 'Persia', Vohra said most business came from western India, with Mumbai contributing to more than 50 per cent of sales.

The market for old design jewellery has a huge potential, thinks Vohra.

"The market is growing steadily but still it is not matured enough", said Vohra.

Jewellery is still considered an asset when it is primarily a luxury product, Vohra said.

To popularise old Indian art forms, the design house is working on an aggressive price strategy.

"Products start at highly affordable levels and prices of many have remained the same for years," added Vohra.

Margins in this segment of jewellery market are excellent despite the costs of two flagship stores in Mumbai and one each in Delhi and Hyderabad.

The jewellery chain might consider an outlet in Kolkata within a year at any one of the popular malls.

"The eastern market has great potential. After a couple of more exhibitions, an owned outlet is possible," said Vohra.

Vohra's range includes 'Mughal' art forms of 'Thewa' and 'Naqaashi'.