What’s the first thing that comes to mind when you think about Indian fashion jewellery? Perhaps a gold set? However, the industry has evolved over the years. Original diamond and gold jewellery have now made a way for artificial jewellery to rule the marketplace.
Reports suggest that the imitation jewellery market in India is estimated to reach Rs 656.2 billion by the end of 2022 due to rising demand.
Realising the increase in demand for artificial jewellery, especially among the youth, many entrepreneurs have started a business in manufacturing, crafting and selling artificial jewellery.
One such entrepreneur is Kochi-based Neeta Vijay Kumar who believes that handcrafted jewellery in India is often downplayed. Her startup Stardom Accessories promotes and sells handcrafted or handmade jewellery procured directly from the craftsmen in Jaipur and Delhi.
“People usually buy jewellery without realising the value or the effort that goes behind making it. I believe that this aspect of people should change. One should know the value and story behind the jewellery before buying it. My brand talks about the jewellery culture of India through the unique designs that we provide,” the 24-year-old entrepreneur tells YourStory.
Neeta has always been passionate about fashion. Her entrepreneurial journey began in college when she started making and selling jewellery to her friends and classmates.
“I was self-trained with no prior experience in making jewellery. I just followed my passion. As my business grew, I began to slowly hire craftsmen from Jaipur and Delhi,” she says.
Though she worked as a content marketer in a startup after college, she had always wanted to start something of her own and carve her own identity.
She researched about the fashion and accessories market in India, realising that the jewellery culture was very vibrant and that it was possible to sell unique pieces in this domain.