World Gold Council redefines Gold Jewellery at IIJ Show 2011

Gold found a newexpression, at the India International Jewellery Show (IIJS) 2011, where the WorldGold Council presented an exclusive selection especially targeted at the youngIndian consumers. The collectioncomprised of cutting edge fashion alongside timeless beauty, resulting in an aspirationalselection for the contemporary Indian woman.

The selection ofjewellery that was on display wasspecially selected from pieces made by Amrapali Jewellers and Derawala Jewellers,along with some tantalising designs by renowned jewellery designer PallaviDudeja Foley. Crafted in 18K and 22K gold, the range of pieces with their chicdesigns and superior finish, make for an ultimate gift or treasuredself-purchase. They bring alive expertcraftsmanship, through stunning statement pieces.

Presenting somekey trends on gold at IIJS, David Lamb,Managing Director, Jewellery, at the World Gold Council, commented "We areliving in extraordinary times, where rising demand levels for gold, debunk themyth that consumption is falling in an higher price environment. Robust demandfor gold jewellery is likely to move towards eastern markets and see uplift ingrowth as well.

We see a renewedemphasis on craftsmanship and heritage. Increasing intricacy in designs iscoming to the fore as a creative solution to the high gold price. In thefuture, rather than accumulating pieces, people would increasingly look towardsbuying gold in instalments and building collections over a period of time. Whilethe Indian market will also see a distinction between commoditised offeringsand branded pieces, western audiences will witness a new appreciation of rarityand value at the top end of the market."

He further added,"Gold will increasingly be treated as a jewel in its own right, accompanied bya shift towards personalisation of designs, as consumers would like to maketheir jewellery even more special to them. This would in turn lead to demandfor statement pieces thus bringing alive the versatility and modernity of gold".

Ajay Mitra, Managing Director, India and the Middle East, at the WorldGold Council commented "At the India International Jewellery Show(IIJS) 2011, we are delighted to exhibit a range of contemporary, gold fashionjewellery, for the discerning young Indian woman. This ensemble is aneffortless display of style and has the potential to peg gold, on a differentlevel, making it the most spectacular, exciting and iconic lifestyle statement".

The World GoldCouncil also showcased the Gold Expressions 2011 in India for the very first time atthe IIJS 2011. The collection signifies the extraordinary heritage andcraftsmanship by the finest gold jewellers of Italy. The Gold Expressions 2011 wasfirst revealed at the Vicenza Fair in Italy in January this year.

The jewellery atIndia International Jewellery Show was indeed an absolute indulgence,highlighting the new directions for gold in the near future!

The IndiaInternational Jewellery Show is a prestigious B2B exhibition, which catersexclusively to the jewellery industry and trade in India.