Feb 21, 2010

Indian gold jewellers offer imitation jewellery

The soaring gold price and changing consumer preferences have pushed traditional gold jewellers to shift their product offerings towards fashion and imitation jewellery, reported the Economic Times. The trend is prominent not only in India’s prominent gold consumption centres such as Zaveri Bazaar of South Mumbai and small towns in Madhya Pradesh and Gujarat States, but also the second-tier cities such as Rajkot, Indore, Bhopal and Aurangabad. "The trend of heavy and trendy imitation jewellery has gained popularity due to TV serials and historical films such as Jodha Akbar and Devdas,” Ramesh Danani, president of Imitation Jewellery Manufacturers Association, was quoted as saying.

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