Making Jewelry has been a tradition in the history of Indian Culture. The Maharajas & the Nawabs wore jewelry with diamonds & color stones. Diamonds like Kohinoor & jewelry like the peacock throne were the symbols of prosperity. It was their passion & love that made jewelry popular in India. In those days jewelry was only for the super rich class.
Mining was rare and operationally very expensive. With the time these mines became less in numbers and too deep to be good for mining.
This led to the discovering of new mines. The newly developed technology added to quick operational advantages. These mines had diamonds & color stones in volume but in small sizes. The new findings needed a huge market.
With the time marketing strategy had changed. Number of rich people now is not few but in millions. Business communities changed their phases from being the dealers to manufacturers. The new generation of the riches was very young and had the taste of a good and branded life style. They made good money. They wanted the luxury of living a good life. With the money, the lust of status too grew.
The Marketing Institute of Diamond & jewelry well understood the change in approach and changed the forms of Jewelry from huge to smaller units thus making it available for all the sections of the society.
The rapidly changing jewellary and the fashion industries are moving towards the mass consumption rather than focused on a small but rich community.
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