However, there are not many manufacturers who deal with kid’s jewellery. According to Pratap Kamath, CEO, Abaran Jewellers, Bangalore, “Our kid’s collection is designed by our in-house designers and also manufactured by us. There are not many manufacturers offering jewellery for kids.”

He further adds, there is a good business prospect for this segment because parents like to celebrate their success by pampering their children and purchasing jewellery for kids, in addition to it being a good investment option.

Popular jewellery trends in children’s wear:

• Jewellery should be rounded, without any sharpedges.
• Should be light in weight and easy to handle.
• The metals and stones used should be of good quality, and non-toxic.
• Should have simple designs.
• Long chains and necklaces are to be avoided.
• Animal motifs, cartoon characters and bright colours are hot selling.

Gold is the most preferred metal for children, awed by silver and then a monds. Taking region wise one can see in South india the demand for gol jewellery is high whereas in north india it is the silver ornaments for kids which are in demand. For instance, in Kerala, gifting gold to a new born baby is a custom that is followed by all communities. For the naming ceremony, babies are usually gifted with gold waist chain, neck chain, and anklets.

Speaking about the trends for kids jewellery, Mehul Choksi, chairman and managing director of Gitanjali Group says that gifting jewellery to their kids is the latest trend seen among the young urban parents. Globally, characters with which kids can identify themselves are offered by jewellers. For instance, Mickey and Minnie Mouse, and other Disney cartoon characters are sought after as motifs in children’s jewellery.

Majority of jewellers offer attractive jewellery in shapes like baseball, chilly, elephants, teddy, fish, butterfly, little hearts, dolphin, camel etc. Retailers say that these motifs are pretty much in demand for children’s jewellery category.

According to Anantha Padmanabhan, managing director, NAC Jewellers, Chennai, “Our collection for kids, called Young Ones is dedicated to redefining the jewellery category for this consumer segment. The purity of our products and the goodwill of our customers is our top priority and this will ensure regular business for our children’s range like other collections.”

“Investing on jewelleryfor children is an age-old Indian tradition”, states K.P. Abdul Salam, group executive director of Malabar Gold and Diamonds. There will always be a sustained demand for children’s jewellery, as buying gold is associated with many rituals in the growth process of a child.

The kid’s jewellery range is targeted at children from newborns to ten years. The product range includes bangles, rings, earring, bracelets, neck chains, pendants and anklets. Every piece ofjewellery isdelicately crafted, with no sharp edges; these jewellery collections are invariably light weight and child friendly.

Some of the jewellery brands in this segment include: Gold Starlet collection from Malabar Gold and Diamonds, Bloom collIection from Kalyan, Lilt Joy from Alukkas, Young Ones from NAC . Thnishq kids collection etc. other retailers such as P.0 Chandra, Agri Jewels, CKC, Gitanjali Jewels, BhimaJewellers,Abaran , etc also offer an interesting collection for children.

For instance, in Kerala, when a baby is born, the oldest woman in the family dips a gold coin in honey and touches the baby’s tongue with it. Similarly, when the child is about three or four years old, a scholar traces words on the child’s tongue with gold to ensure fluency of speech.

Jewellery for children have always been part of India’s social fabric but it is only now that many jewellers are creating specific designs and patterns for children based on the customers’ requirements such as lightweight, soft edges, nontoxic metals etc.

Armed with the information that artificial jewellery is reported to contain heavy doses of lead, a poisonous substance, consumers have been demanding safe and non-toxic jewellery for their young ones.

Bauble Apps Joanna Robinson explained that they straightly go to clients with NEC devices and we want something new that consumers can get this child jewelry with entertainment on a daily basis. “We decided launch this device with something new and later this year company will roll out products including holidays themed gifts.