'Gold is Old' in Chennai
(Part II) |
Style |
 The models that were in vogue, those days, are selected from old photographs and then made and sold. Skilled goldsmiths are identified and they are entrusted with the job of making the jewels. The goldsmiths also benefit a great deal. The store claims that the pearls and stones used in the jewellery are imported from Burma (Myanmar) and are of the highest quality.
"We are the only ones making this kind of ethnic jewellery in Chennai. Though other shops also sell some of these models, they get lost among the numerous other models that are
available. Time was when regular buyers of ethnic jewellery were all foreigners. Today, however, our own people have started to appreciate these jewellery and hence the demand is quite good. Since we stock only ethnic jewellery, we are able to make our customers focus on this. People are prepared to wait and get the models they are interested in. This is proof that the demand is good."
 "We have jewellery of South India,
North. India, Andhra, Kerala, the whole works. Though we have only one branch, in Mylapore, people come looking for our shop and buy the items. Our name is a good advertisement, by itself," says Rajesh.
 In Chennai we do know that even in this 'modern' age, with all the tensions and pressures, people are moving towards preservation of heritage, some old values, etc. Starting from one's attire, to food to Tanjore paintings, there is very good appreciation and demand for traditional items.
Some time ago, it was thought that any talk of heritage or tradition was the domain of the old, retired folks, and the jobless. Not any more. It is big biz now! This is validated by the 'sudden' appearance of ethnic jewellery and the demand for the same.
For more details:
Ethnic Jewellery Mart
North Mada street,
Mylapore,
Chennai - 600 004
Phone: 4617077, 4611179
Concluded
Saravanan
Tr.Ellar
Published on 17th June 2002
Previous Articles
|
