“The competition in this niche sector has increased over the past three to five years, but not many brands have stayed the course, and it is a very competitive market;’ says a spokesperson from Bhima Jewellers, Thiruvananthapuram.
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.