Chennaiites
are communicating the greatest emotion on earth with flowers,
chocolates, crystals, greeting cards and what not with Valentine’s
day around. Not wanting to be left behind, jewellery shops in Chennai
have joined the celebration bandwagon. Many of the big names in the
business have introduced cute little some things in the yellow metal
that’s being called ‘Valentine Jewellery’ for the love-bugs of
the city. Quite literally, a case of ‘ Mercenaries of the Golden
Heart’! However, youngsters’ purses being what they are, the
pieces are carved out in miniature size, so-as-to-keep the prices low
and affordable for the teenagers.
Jewellery
has been a part of the Indian culture since time immemorial. Valentine’s
day, as a concept, is relatively new, both culturally and
traditionally, yet the fact that the gifting of jewellery has become a
part of the event is not very surprising, for Indians are reputed to
be the highest consumers of gold. With advertising bombarding the
market and screaming about the 14th of February, sales of
jewellery has reached new heights. ‘Bhima jewellers’ have a
special counter to cater to their young clients, called ‘The
Valentine Counter’. The valentine counter displays an array of
delicately made jewellery comprising ear studs, lockets, double hearts
and pendants with love notes inscribed on them. Each piece is
exquisitely carved to captivate their valentines. "Despite the
fact that Bhima has been selling valentine jewels, since 1992, the
maximum sales was done in 1999," says Mr. G.B. Kiran, Managing
Director of Bhima Jewellers. The smallest piece made at the valentine
counter weighs 1.5 gms. The jewellery is made to target young clients
with limited budgets and the regular clients buy the larger pieces.
Prince
Jewellery’ was the first store in Chennai to display the Gilli brand
of jewellery. Gilli has jewellery ranging from Rs. 500 to Rs. 6000.
Gilli jewellery is made from 18 ct gold that makes it less expensive
than 22 ct gold. Prince jewellery has had maximum sales for Valentine’s
Day in the years 1999 and 2000. "The sales is expected to rise in
the future," says Mr. Princeson Jose, Director, Prince Jewellery.
The store works hard to provide jewellery that is exclusive and has
designs that portray a culmination of the millennium concept with 
hearts combining the year 2000 in its design. Prince also specializes
in various finishes, the matte or the frosted finish adds a
contemporary touch to the different patterns. Bhavesh at the display
counter is very enthusiastic about Prince’s latest variation of
original gold, which is now made available in colours such as white,
yellow and pink. " It won't be very long before colours such as
green and blue hit the market," he added.
Judging
by the young crowds that thronged jewellery shops in Chennai
throughout Valentine’s Day, it seems as if the fever will last for
more than a week. The Jewellers aren’t complaining, as love is very
much alive and kicking in good old Chennai!
Vishwapriya Rajkumar with Rajat
C.Kumar
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