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“Oh my God! I don’t want to wear my emerald and pearl set again. I wore it, only 3 weeks ago at another wedding!”
Talking to her, I understood her frustration and her need to find a solution. Every woman wants to look her best, especially at weddings, receptions and social parties. But, like a lot of women, she did not have as many jewellery sets to wear as the number of social functions to attend. Though she had a wardrobe full of beautiful outfits to suit every occasion, she didn’t have enough real jewellery to go along with them.
I realized most Indian women find themselves in this frustrating situation. They have a small closet of heavy and exquisite jewellery sets, and thus need to repeat them on every social occasion. No woman likes to wear the same jewellery again and again. Not only is it boring, but embarrassing too. An absolute social blunder! Also, their money gets blocked in heavy jewellery that is rarely worn and mostly sits in a bank locker, which results in a negative return on investment.
On holding talks with many women from various walks of life, I understood that women love to experiment with their jewellery and want to flaunt new and different jewellery every time, just like their outfits. They want to build a collection of regular wear jewellery, just like their wardrobe of clothes, so that they can pick jewellery to match their outfits. One big hurdle stopping them from realizing their dream is that the price points of these jewellery pieces are usually high and bank or credit cards do not provide EMI facility on their purchase, though EMIs are easily available for all other indulgences.
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