Innovative jewelry design appeals to the young / 年輕女性花錢不手軟 印度珠寶市場世界第三

India is the third biggest market for diamonds, after the US and China, and trends in India mirror those of young jewelry buyers globally. Jewelry is becoming increasingly more affordable for young Indians floating on the tide of a rising economy. However, the tech-savvy younger generation is defying jewelry traditions, forcing the industry to be innovative and rethink the long-established designs. Dazzling diamonds and precious metals have won the hearts of a rising middle class in India over the past decades, fueled by a fast-expanding economy. Indian diamond sellers have seen nearly uninterrupted growth in sales over the past twenty years, and fine jewelry ranks highest on the luxury wish-list among Indian women, according to a recent survey by diamond producer De Beers. But non-traditional habits and tastes of the youngest spenders - who purchase more than half of diamond jewelry in India - are forcing the industry to rethink designs and uses. At the recent India International Jewelry Show (IIJS) in Mumbai, appealing to a younger generation is firmly fixed in retailers' minds. ==MAHIAR BORHANJOO, Managing Director of Venus Jewel International== It's become more of a unique piece for them. So even if it is a traditional piece, that's a piece of Indian design with a beautiful artistry and such, they want it to be specifically tailor-made for them. Young women in India have sharply different priorities than previous generations and more turn their back on traditions and purchase funky gem designs for their wardrobe instead. ==SWENI JAIN, PR Officer for Parth Diamond Pvt. Ltd.== They are looking for cost-effective and stylish jewelry. Because a woman like me, who is also going to an office, who is housewife as well as a working women, we need something which can be worn at both the occasions - whether it's formal office wear or it's a formal occasional wear. Growing independence and larger salaries among young women globally are giving them freedom to buy jewelry at their own pleasure. TRANSLATED BY：JESSICA OY