Jewellery that makes your day!

For years, jewelry in India was considered an asset; only to be used for unforeseen calamities or on special occasions, like, marriage. There was a traditional approach to the issue surrounding purchase of jewelry. Yes! Purchasing jewelry was a family affair where the entire kin would accompany the bride or the purchaser to influence advice and assist her purchase. Traditional jewelry made of heavy yellow gold in 22 or 24 carat would be bought in large amounts only to be stored in a safe… Annie Bredmeyere, Manager Marketing, Montblanc for two years, says… "Times have changed! Look at women nowadays, there was a time when they were content doing thankless jobs, but now, they are ambitious and want to be known for who they are as an individual, instead of being known as Mrs. So and So."

This thought is reflected in the style of jewelry that is entering the market. Women now want to dress well for themselves, they want to buy jewelry that they can buy and wear everyday, instead of stocking it up to gather dust. Montblanc Jewelry has also launched three new lines- Female Boheme, Star Collection and the Montblanc "Wish Ring" from the Profile Collection. The new range is in 925 sterling silver, rhodium plated non- tarnishable finish, amethyst, topaz, crystal and citrine playfully combined with silver.

Lifestyle, ready-to-wear jewelry, is slowly replacing traditional orthodox jewelry. Companies are going into more edgy, adventurous and sassy experimental designs to cater to the modern woman. Montblanc, which is known worldwide for producing classic fountain pen's (it produced its first en Meisterstuck in 1924), has also dived into the market to cater to what women want!

"Montblanc is known for its brand loyalty and perfection and that’s why we have a large clientele. Not only this! Fifty percent of our buyers worldwide are women, who come to our store to purchase gifts for the men in there life. This is one of the reasons why we thought it would be nice to have something for the woman. They will now get a chance to pick up something for themselves now," says Annie.

Source: Vijay Times, BVT- Pg 4.
Copyright © 2005 Puja Goyal.