Jewels of India is back with it’s ninth edition and this time with actress Bhagayshree, of Maine Pyaar Kiya fame, as their brand ambassador.

   The expo will be held at the Kanteerava Indoor Stadium from October 20 to 23. Sandeep Bekal, convenor, Jewels of India, spoke to Metrolife on what to expect this year.

Jewels of India 2007...
This year too, we have a huge participation from across India — Jaipur with it’s meenakari, kundan, gemstones and thewa (gold etched on glass), Kolkata’s hand-crafted gold jewellery, Tamil Nadu with temple jewels, Kerala with chunky gold pieces and filigree from the East.

This time Nizam jewellery from Hyderabad will be on showcase too.

Two-gram electroforming jewellery (brass with gold plating) will be available at the exits. Popular local jewellers like the Navrathan Jewellers are also participating.

International participation...
For the first time, we have international participation, adding a fresh new dimension. While Hong Kong will showcase day-wear diamond jewellery, Thailand will display rubies.

Columbian emeralds will also occupy the space along with Burmese rubies.

Brand ambassador Bhagayshree...
Our primary crowd is aged over 30. This year we decided to choose a North Indian actress as our brand ambassador as Bangalore has a huge population of North Indians, who flock to our expo.
Also, Bhagayshree is photogenic and looks beautiful in jewellery. 

India’s jewellery consumption...
India strongly holds the first position as the biggest consumer of gold in the world.
Forty five per cent of the gold in India is consumed by South Indians. In the last six months alone, Bangalore and Hyderabad have shockingly equalled Chennai in the gold biscuit market.

There has been a 25 per cent growth in diamond jewellery consumption, the fastest growth in consumption of a gemstone in the world.

Trends observed...
Design is an important element today. Despite the preference for traditional heavy gold jewellery, kundan has surprisingly gained popularity in the predominantly gold-oriented South. Antique jewellery as well as diamonds are also extremely popular. 

Security and parking arrangements...
We have a combination of private security, Karnataka police (special gunmen), home guards and electronic security. On the first two days of the expo (Saturday and Sunday), we have taken special permission for parking space around the stadium.

Expectations this year...
This year, we have jewellery worth Rs 80 crore and we expect at least 40 per cent of it to be either sold or booked. It’s the ideal time to have the expo as Diwali is round the corner and the wedding season will soon kick off.