Over Millenniums, man has used these precious metals and stones to commemorate important milestones and capture timeless memories in Handmade ornamental art pieces. An Ornamental handmade Jewellery is the symphony between mother nature’s wonderful creations and human creativity;hence it was always cherished as family heirloom. 

This wonderful tradition of handmade jewellery passed on from hundreds of years, drastically started perishing from the last 20 to 25 years, with the advent of mass manufacturing or Factory-made jewellery. The bitter truth is that the 95% of the Indian jewellery market is dominated by mass produced factory products and distributed across the retailers. 

As an insider of this unorganised industry, we know that this ugly truth is closely guarded and collaboratively hidden from the innocent customer. The customer is always told that the jewellery that they are buying is made to order by skilled karigars.

Because of the business centric approach of the entire jewellery industry, the customer interests are heavily compromised. This has universally led to the following consumer complaints.

• Overpricing and High profit margins – Consumers constantly feel that the prices they pay for the jewellery is not fair and rational.
• Design selection lacks personalisation, Variety, and creativity
• Dearth of standardisation – Unlike any other product category there is no standardisation in terms of pricing method in Jewellery.
• Confusion and lack of Clarity – Conveniently the individual jewellery retailers price the precious stones and other material at unreasonable pricing.
• Certification and Authentication – Lack of proper certification and explanation on the origin, source and grading of precious materials used in the Jewellery.