The pandemic has made luxury brands rethink their business model. They are trying to make their business and their ways more flexible to reach their audience and also maintain their already existing clientele. The one thought that is global now is ‘going local’. Brands are looking at hiring local talent, buying local raw materials, working with local craftsmen to make their products.
But the luxury jewellery makers around the world do not want to part ways from their Indian artisans and craftsmen who they hold in great regard and whose designs and work they admire a lot. Even with limitations caused by the pandemic global, fine jewellers are not looking at relocating.
They are instead showing support by continuing to work with their old artisans and collaborators from India as if nothing has changed in the market, the industry or the world at large. They might end up with a lot of stock for selling but they are hopeful that with the kind of things being made they will be able to sell it so they do not want to end their relations with the Indian artisans or go fetching local craft makers. The same behavior has also been seen among the Indian jewellers like Aferando, who are known to provide exquisite Bollywood inspired jewellery throughout the country.
Some of the International jewellers have been building charity funds or crowdfunding to get support for the Indian craftsmen and families in need. The jewellery made in India are being loved worldwide and with the rise of global independent fine jewellery brands the exceptional craft of India is being showcased and loved on International platforms.
Many designers from all over the world love to work with Indian artisans due to their skills and artistry. There is a lot of detailing, colors, modern day skills combined with ancient symbolism in the work that attracts these designers. The international designers love that the craftsmen of India have the incredible ability to translate their ideas into a piece of jewellery by interpreting it correctly.
