‘You are gold’ campaign launched to

                ‘You are gold’ campaign launched to allure youth towards gold jewellery

The World Gold Council today unveiled a multi-media campaign in partnership with Gem & Jewellery Export Promotion Council (GJEPC) to increase awareness, relevance and adoption of gold jewellery amongst young Indian consumers. The integrated campaign that will be rolled out in two phases through 2021, aims to attract millennials and gen-Z by building a meaningful context of role of gold jewellery in their contemporary expressions.

Deriving from insights that indicate an opportunity to increase resonance for gold amongst the youth in the country, the ‘You are gold’ campaign aims to evoke emotions and creative self-expressions through heart-warming stories of celebratory moments. The campaign attempts to ingrain gold in the millennial culture through relevant stories that revolve around relationships and milestones that deserve to be cherished with gold. The essence of  campaign - every moment that makes you, YOU, deserves to be celebrated with gold - is captured effectively with the phrase 'You are gold'. The campaign infuses a modern meaning in the classic narrative of gold, creating a new age culture that respects and embraces tradition but reinterprets it in contemporary ways – akin to the true millennial approach. The first burst of campaign will span for six weeks, followed by a second burst in October-November, coinciding with the festive period.

Somasundaram PR, Regional CEO, India, World Gold Council said, “Gold jewellery has always been at the centre of celebrations of the most cherished moments in life. For the millennials, this horizon has expanded to embrace moments of self-expression and individuality, marked by spontaneity. It is time for the narrative of gold jewellery to evolve and align with the changing mindset of the Indian consumers. Millennials represent a sizeable demographic segment and they are redefining India’s consumption story. The idea behind this campaign is to reinforce the relevance of gold jewellery in a meaningful way by demonstrating its contemporariness and versatility, it tells the story of today’s millennials and inspires them to celebrate their most treasured life moments with gold.”

Colin Shah, Chairman, GJPEC said, “Gold jewellery ticks all the right boxes for today’s value-conscious and image conscious young women. The “You are Gold” campaign aims to appeal to their hearts and minds and will hopefully make gold jewellery a relevant means of self-expression. Its purpose is to make gold jewellery an extension of her personality. The campaign celebrates the Indian heritage and craftsmanship but with a contemporary twist -- something that will be cherished by millennials and Gen Z as future heirlooms. The campaign would bring alive the modernity and versatility of gold to consumers reinforcing the value of gold.”

The commercial has been directed by an award-winning Indian film director and producer Shoojit Sircar. The creative partner for the campaign is McCann Worldgroup and the media partner is Motivator, GroupM

McCann Worldgroup Mumbai spokesperson said, “The campaign 'You are Gold' we have envisioned for World Gold Council is a very today’s, modern narrative. It all stemmed from a beautiful challenge. How do we make the millennials fall in love with gold! The campaign therefore attempts to find a role for gold in the millennial culture. Inspiring, short stories take a fresh approach on relationships and moments. It celebrates the new meaningful milestones in a millennial’s life. This campaign will leave you with a lingering image of beautiful and cherished moments. The moments that deserve to be celebrated with gold”.

It is an integrated multi-media campaign with multiple films that will be released one-by-one across different channels over next few months. The media mix includes television, digital, social and OTT platforms (for example, Disney+ Hotstar) to ensure campaign reaches, inspires and resonates with the millennials and Gen Z audiences.


Link to advertisement: - https://www.youtube.com/watch?v=lfiSseK3tHU   

The campaign website: www.youaregold.in  

Director: Shoojit Sircar

Creative agency: McCann Worldgroup

Media agency: Motivator-Wavemaker, GroupM

Producer: Supriya Macwan

Associate Producer:  Madhukar Moses

DOP: Kamaljeet Negi

World Gold Council and GJEPC Enter into Strategic Partnership for

World Gold Council and GJEPC Enter into Strategic Partnership
for Generic Gold Jewellery Marketing in India

 The World Gold Council and Gem and Jewellery Export Promotion Council (GJEPC) have signed an agreement to promote gold jewellery in India in 2021. Under the terms of the agreement, both partners will jointly fund a multi-media marketing campaign that would aim to increase awareness, relevance and adoption of gold jewellery amongst Indian consumers, especially millennials and gen Z.

 The World Gold Council’s ‘Retail Gold Insights: India Jewellery’ report released last year revealed that although young women are active gold jewellery consumers (33% of Indian women aged 18-24 years bought gold jewellery in the 12 months preceding the survey in 2019), their future purchase intent could be higher. This is especially true in the urban areas and could be achieved if the gold jewellery trade could tap into consumers’ desire for self-expression and prestige.

 This finding presents an opportunity for the gold industry to work collectively to make gold jewellery more relevant and contemporary, leading to a consequential shift. This joint partnership will work to make gold jewellery more relevant and desirable through an evocative multi-media campaign.  

Somasundaram PR, Regional CEO, India, World Gold Council, commented on the partnership: “The Indian gold jewellery market is an astonishing blend of craftmanship and creativity, symbolising centuries-old manufacturing skills that have shaped our passion for gold. However, buying habits are constantly changing and marketing efforts of many products create a strong appeal addressing consumer instincts for experiences and instant gratification. Indian gold jewellery linked largely to planned buying for traditional occasions, may be missing a crucial link to many other life-worthy moments that younger audiences cherish. We are working together with GJEPC to create this crucial link. Together we will work on a campaign that amplifies a universal message about gold in one’s life whilst positioning Indian hand-made jewellery in a very modern context.  This should spur the Indian gold jewellery industry to act in unison to compete at the top end of the curve in the evolving consumer preferences, and create a strong global influence as a jeweller to the world. Through shared goals and an aligned mission, the World Gold Council looks forward to a successful partnership with GJPEC in supporting the Indian gold industry through this generic category campaign by showcasing the cutting edge, modern contemporary gold jewellery to our consumers.”

Colin Shah, Chairman, GJEPC, commenting on the partnership said , “GJEPC is delighted to collaborate with World Gold Council (WGC) for the Nation-wide campaign to promote gold jewellery. The objective is to develop a sustainable model for an industry led initiative to drive growth for Gold Jewellery in the market; maintain high desirability & drive consumption amongst consumers in India. I am confident , WGC’s broad experience and deep knowledge of the factors driving market change, will certainly help craft a campaign that will drive gold jewellery consumption among the millennials and Generation Z consumers. I believe that, while there is a renewed interest in handcrafted gold jewellery, we need creative solutions to match the contemporary woman’s aesthetic sensibilities. We are moving towards the age of personalisation and self-expression, and desirable gold jewellery designs have to address that need. The campaign would bring alive the modernity and versatility of gold to consumers reinforcing the value of gold.”

Milan Chokshi, Convener, Promotions, Marketing & Business Development, GJEPC said, “Although reverence for gold in India goes back centuries, being woven into mythology, sacred ceremonies and weddings, of late we have seen an emotional disconnect from gold among the Millennials and Gen Z. Making gold relevant to them is the underlying aim of this campaign supported by the GJEPC and World Gold Council.  What better metal than gold to create heirlooms for the future, crafted with ancient techniques that are linked to our rich history, but articulated with a modern design lexicon so as to inspire the new generation. And the cherry on the cake is gold’s undisputed intrinsic value that only rises with each generation.”

 McCann has been appointed as the creative partner and Motivator, Group M has been appointed as the media partner for the marketing campaign that will be rolled out in next few weeks in India.

You can follow the World Gold Council on Twitter at @goldcouncil and Like on Facebook.

Unusual Gold Imports in India In

 UNUSUAL GOLD IMPORTS IN INDIA IN MARCH 2021

                            MULTIPLE FACTORS CONTRIBUTED TO THE GROWTH:

 ·        Duty cut on gold to 7.5% encouraged imports through official channels

·        Reduction in prices of gold is seen as an opportunity by investors as the current prices may not sustain in future

·        Low base effect as imports of gold in March 2020 was 28 tonnes due to outbreak of Covid -19 

·        Relaxation of lockdown norms across various export markets like USA, UK etc. and wedding season in India.

In March 2021, multiple factors contributed to the rise in imports of gold to 160 tonnes, a growth of 471% as compared to the same period last year. The growth is mainly attributed to factors like demand surge for gem and jewellery products from exports markets like the US, UK following lockdown relaxation, the wedding season in India, improved business and consumer sentiments and as well as recent sharp drop in gold prices, according to Gem and Jewellery Export Promotion Council (GJEPC).

There are many factors that pushed up the demand for gold that include festive time in domestic market and various countries during the said time; resumption of mining and exporting activities; resumption of production activities in domestic and global market; development of vaccine and start of vaccination and relaxation over the travel.

Apart from that there were various virtual gem and jewellery trade shows and buyer seller meets (VBSMs) organised by GJEPC which resulted in large orders for Indian manufacturers for varied gem and jewellery products.

While reiterating that increasing domestic demand is pushing up imports of gold, GJEPC Chairman Mr. Colin Shah said, “We should observe the overall market trends in a holistic manner in the forthcoming months to arrive at a rightful conclusion. Factors such as low base effect, reduction in Gold price, reduction in import duty may be attributed to the increased imports in the country in this period. An important observation is that from an average import of approx. 80 tonnes a year in 2018-19 is down to 50 tonnes last year.”

 The growth of gold imports is due to the low base effect as imports of gold in March 2020 was 28 tonnes due to outbreak of Covid-19. In a normal scenario, average import of gold in a month remains 60 tonnes to 80 tonnes. But, outbreak of Covid-19 in March 2020 resulted in nose dive of jewellery demand in domestic and international market and so as the import of gold in March 2020 to only 28 tonnes vis-à-vis 93 tonnes in March 2019.

“Growth in imports of gold indicates the positive sentiment in the domestic and international market. I am also expecting growth in exports of jewellery in the current fiscal.” Colin Shah added.

Additionally, the rise in demand is also impacted by the reduction in gold prices. Gold prices have seen a phenomenal drop and customers and investors see an opportunity as the current prices may not sustain in future. Gold prices have declined on an average to Rs. 40179 in March 2021 which is the lowest through the Financial Year from April 2020 to February 2021.

 

Source: Kitco

More imports of gold are taking place through official channels after the cut in gold import duty. Colin Shah comments, “The import duty reduction has encouraged imports through official channels – The gold duty cut by the Government is not much but it has helped bring duty at par with other countries and more formal import of the metal through official channel.”

Gem and Jewellery Exports industry an example of

 Gem and Jewellery Exports industry an example of
Aatmanirbhar Bharat and Vocal for Local

 The Gem and Jewellery Export Promotion Council (GJEPC) proposes several measures like reduction in cut and polished diamonds to 2.5%, reduction in import duty of gold and other precious metals to 4%, Technology Upgradation Fund (TUF) Scheme for G&J industry; need for additional Common Facility Centres (CFCs) and many more to strengthen the gems and jewellery export sector

 The measures are part of GJEPC’s recommendations for FY 22
Union Budget to the Ministry of Finance

 ●       Reduction in import duty on Cut and Polished Diamonds from 7.5% to 2.5%

●       Reduction in import duty on Precious metals Gold/Silver/Platinum from 12.5% to 4%

●       Reduction of import duty on cut and polished precious and semi-precious gemstones from 7.5% to 2.5%

●       Removal of Basic Custom Duty of 0.50% on rough colour gemstones

●       Amendment in taxation provisions to allow sale of rough diamonds in the Special Notified Zone in Mumbai

●       Extension of the existing Scheme for Common Facility Centres for 5 years

●       Technology Upgradation Fund (TUF) Scheme for G&J industry

●       Fixation of Minimum import price and Hike in Import Duty on Imitation Jewellery

●       Introduction of “Rates & Taxes Refund” Mechanism through EDI system similar to GST refund

●       Increase in import duty on cut & polished [worked] Cubic Zirconia from 5% to 15% and Zero for rough Cubic Zirconia from 0.50% to curb import of finished products

●       Hike in Import Duty on Synthetic Cut & Polished Stones from 5% to 25% 

●       Amendment/ clarification on online Equalisation Levy

The Gem and Jewellery Export Promotion Council (GJEPC), the apex body for promotion of gems and jewellery exports has proposed several measures as part of recommendations to the Ministry of Finance for the upcoming Union Budget for the fiscal year 2021-22. The officials of GJEPC have met the Finance Minister and made their representations recently.

Some of the major aspects of budget representation are duty cuts which are primarily for gold import, cut and polished diamonds, reduction of import duty on precious and semi-precious gemstones etc. The demand from GJEPC includes import duty reduction on cut and polished diamonds  from existing 7.5% to proposed 2.5%; also the import duty on cut and polished precious and semi-precious gemstones from 7.5% to 2.5%. Also the Gold and other precious metals import duty has been proposed to reduce from existing 12.5% to proposed 4%. Apart from the reduction in duties, GJEPC has proposed many other recommendations to make India, world’s largest gems and jewellery exports and a trading hub.

 

Commenting at the announcement of recommendations for the Union Budget for the fiscal FY 2021-22, Colin Shah, Chairman, Gem and Jewellery Export Promotion Council (GJEPC), said, “This year has been tough for everyone and we sincerely acknowledge the Government for taking prompt measures to get the economic momentum back on track. Particularly for the gems and jewellery industry, the Government has ensured that barring the lockdown period, exports didn’t stop during the pandemic. The gems and jewellery exports industry is a perfect example of Atmanirbhar Bharat and Vocal for Local, which are the government’s policy to make India a self-reliant country and to make the Indian economy one of the largest in the world.”

“A 100% import based sector, Gems & Jewellery employs 4.3 million people, contributes 7% to India’s GDP and is a predominant leader in cutting & polishing of diamonds. To make the industry competitive and achieve Global leadership position we are hopeful that the Government will accept our proposed recommendations in the Union Budget”, added Chairman Colin Shah

Vipul Shah, Vice Chairman, GJEPC, said, “India is the 5^th  largest exporter of gems and jewellery, contributing 5.8% of the global gems and jewellery exports demand of US$629.06 billion. The world over, India has been perceived as a potential global leader in jewellery exports due to the sheer talent pool and expertise the country has developed through decades of hard work. The industry requires constant Government support for ensuring the sustainable development of the industry and generating additional employment. I appeal to the Government to provide favourable export and domestic policies to elevate the gems and jewellery exports sector to the next level.”

The Budget recommendations from GJEPC for the Union Budget for the fiscal year 2021-22 are as follows:

 ●       Reduction in import duty on Cut and Polished Diamonds from 7.5% to 2.5%

With an objective to reduce the Current Account Deficit and inflating imports of cut and polished diamonds in the country, the Government of India had increased the import duty on polished diamonds from 2.5 % to 5% in February 2018 and to 7.5% in September 2018.

The Council proposes that exporters be allowed to import 10% of the total CPDs exported by volume (carats) at nil duty.

●       Reduction in import duty on Precious metals Gold/Silver/Platinum from 12.5% to 4%

 Multiple increase in import duty on precious metal gold had resulted in gold coming in from countries such as South Korea and Malaysia, with whom India has signed Free Trade Agreements (FTAs), thus increasing the price arbitrage in the domestic markets.

 The resultant gap in the price of official gold imported through the banking channel and unofficial imports is hurting manufacturers/retailers/bullion importing agencies/refiners and many others involved in the tax compliant business systems.

 The high import duty is indirectly creating a disincentive to the organized players in the industry.

 A lower Basic Customs Duty (BCD) on gold should help make the unofficial route for gold imports unattractive.

 ●       Reduction of import duty on cut and polished precious and semi-precious gemstones from 7.5% to 2.5%

Imports of worked Coloured Gemstone in DTA in terms of value is reduced from Rs.600.64 crore in 2017-2018 to Rs.310 crore indicating reduced processing work on the worked coloured gemstones worth Rs.290 crore.

Retaining the 2 lakh workforce employed in the coloured gemstones and related jewellery industry prior to the COVID pandemic.  

To create additional employment for 30,000 workforce in the jewellery manufacturing sector within a period of two years. 

Combined exports of both  coloured gemstones and related jewellery is estimated to increase by US$200 million within a period of two years.

●       Removal of Basic Custom Duty of 0.50% on rough colour gemstones

Basic Customs Duty is only 0.5% but the yield on conversion of Rough Gemstones into cut & polished gemstones (finished goods) is between 8% and 10%. Hence effect of this duty on finished goods is 5% which means our cut & polished gemstones shall become costlier by 5%.

Due to levy of BCD @ 0.5%, there is delay in clearance of import shipments of rough gemstones.

●       Amendment in taxation provisions to allow sale of rough diamonds in Special Notified Zone in Mumbai

If sales are permitted, at least 20% of the rough diamond trading will be shifted to SNZ and the Indian Government will be able to collect additional tax of US$3.48 million (equivalent to Rs. 23.20 crore).

Currently only viewing rough diamonds is permitted in SNZ and no sale is allowed. Till date, 11 million carats of rough approximately valued at US$`     1.97 billion have been sent to Mumbai SNZ on consignment/viewing basis and after bidding/tender, diamonds are shipped back to destinations like Antwerp, Dubai to be invoiced to the winner of the bids.

Carat Tax has been made applicable from fiscal year 2016 (tax year 2017). The regime is compulsory for diamond-trading companies that are registered in Belgium, but its scope is restricted to the turnover generated by genuine diamond trade. Turnover generated by other activities, such as services provided, are taxed separately as they are not in the scope of the Carat Tax.

●       Extension of the existing Scheme for Common Facility Centre for 5 years

The GJEPC with funding from MoC&I and support from Local Trade Associations (LTA) have set up 4 CFCs in Phase - I in Gujarat for Diamond industry.

Will be setting up 6 additional CFCs under Phase - II focusing on Jewellery sector, of which 4 will be ready to start operations by February 2021.

The CFC scheme as observed for Phase - I centres, have helped to bring transformational change in the clusters by helping the SMEs, in enabling them to process the goods at door steps, safe dealings of goods, reducing the mfg. cost, completing 100% process without depending upon the principal manufacturers, employment generation, quality improvement, etc.

Based on such experience, we are confident that the scheme will act as a catalyst for transformation of the clusters covered under Phase - II. 

Looking at the success of the CFCs set up and gaining of self-sufficiency of the LTAs in running such centres, the CFC Scheme is becoming more and more popular amongst the trade PAN India. Various associations have approached the GJEPC for setting up CFCs at their cluster.

Keeping in view the new requirements and to complete the work of centres covered in Phase - II,  MoC&I is requested to extend the scheme tenure till FY 2025-26 to enable GJEPC cover approximately 30-40 clusters under the scheme. 

Identification of such clusters will be based on the study done by NCAER and found feasible though proper study as per the procedure stated in the scheme document. The budget allocation of approximately Rs. 120-160 crores may be made under the scheme based on Rs 4 crores approximately to be the cost of each CFC.

●       Mega CFC for Atmanirbhar Bharat, will make gems and jewellery sector self-reliant

The Mega CFC supports the ‘Make in India’ and “Atmanirbhar Bharat” initiative of the Government of India.

The Mega CFC will make the Gem and Jewellery industry self-sustainable in terms of technology and provide best possible support to make India the global thought leader in the field of innovations and ideas for the gem & jewellery sector.

●       Technology Upgradation Fund (TUF) Scheme for G&J industry

Technology gap is one of the major challenges of the gem and jewellery sector, in order to infuse advance technology so as to enhance productivity, reduce cost, improve quality and spur innovations and also to face global competition the GJEPC proposes Technology Upgradation Fund Scheme;

o   5% Interest Subsidy

o   Deferred Payment Guarantee Scheme

o   30% Capital Subsidy Scheme

o   Incubation Centres

Expected No. of units that would benefit out of the TUF scheme 1000 in 2 Years. And expected cost involved will be Rs.224 crore.

 ●       Fixation of Minimum import price and Hike in Import Duty on Imitation Jewellery

 The demand for imitation jewellery would certainly see a rise in the present times of COVID

 o   Recommending following corrective actions

▪         fixation of minimum value for import purpose

▪         increasing the import duty on imitation jewellery under HSN 7117

▪         ban on import of imitation jewellery containing hazardous material like lead, nickel, cadmium etc in excess of quantities prescribed under internationally accepted laws in this regard like US Government’s Proposition 65 as the significant exposure to these compounds/ chemicals may cause cancer, birth defects and other reproductive harm. It is important to note here that most of the countries restrict import of any product breaching the limits prescribed for hazardous materials.

●       Proposing Introduction of “Rates & Taxes Refund” Mechanism through EDI system similar to GST refund. Also, the rate of refund should be aligned with the Rates & Taxes (i.e. Import Duty) prevailing as on the day of export. Refund of both the GST as well as Rates & Taxes (i.e. Import Duty) should be permitted

●       Increase in import duty on cut & polished [worked] Cubic Zirconia from 5% to 15% and Zero for rough cubic zirconia from 0.50% to curb import of finished products

Increasing usage of synthetic stones in Jewellery has created demand for it, for which our industry is mostly dependent on imports due to the fact that our production is insufficient, and we do not produce calibrated quality stones.

Hence, import duty on cut & polished [worked] Cubic Zirconia may be increased from 5% to 15% and Zero for rough cubic zirconia from 0.50% to curb import of finished products.

●       Hike in Import Duty on Synthetic Cut & Polished Stones from 5% to 25% 

Hike in import duty on finished synthetic stones would provide level playing field to our local manufacturing and help in import substitution

●       An appropriate amendment/ clarification on online Equalisation Levy is requested to ensure that the diamond sector is not burdened with the EL

GJEPC Seeks Special Assistance For

GJEPC Seeks  Special Assistance For Gems & Jewellery Small Scale Exporters From MSME Ministry

The GJEPC made a representation on the key focus areas pertaining to Gems & Jewellery to the Micro, Small and Medium Enterprises (MSMEs) sector to  Shri. Nitin Gadkari, Minister of MSME, Government of India, on 6th August. 

Through a virtual meet, Colin Shah, GJEPC Chairman and Vipul Shah, Vice Chairman, briefed Shri. Gadkari about the various initiatives proposed and planned by Council to boost the MSME Exporters from the sector.

India is the 5^th largest exporter of gem and jewellery in the world with exports accounting for $36.73 billion. It is a labour-intensive industry, employing 37.3 lakh.  By facilitating the infrastructure and policy reforms, the industry has the potential to grow its exports to around $70 billion.

Colin Shah, Chairman GJEPC said, “Almost 85% (5,931) of the Council members fall under the MSME category, and most of them are involved in the manufacture of handmade gold jewellery, cutting and polishing of diamonds, precious and semi-precious stones and imitation jewellery. The gems & Jewellery industry is highly labour-intensive and export-oriented, a comprehensive financial package of Rs. 900 Cr has been proposed to the Hon’ble Minister . GJEPC has plans to set up a Model Manufacturing Workshop, and is focusing on upgradation of Skill Development Programmes. Introduction of Technology Upgradation Fund (TUF) will benefit the MSME sector by enabling clusters to infuse advanced technology, which, in turn, would augment productivity, reduce costs, improve quality and spur  innovation. This will also make MSMEs ready for global competition.

The Council also discussed the challenges faced by the MSMEs to get finance and the need for Brand Promotion, showcasing India as one-stop shop for quality diamonds, gems and jewellery globally. A wholistic approach for developing the MSMEs in the sector would help the sector move to the next level of growth.”

Hon’ble Minister of MSME Shri. Nitin Gadkari said that the industry is important for the economy of the country, and the sector has great potential to scale new heights in the future.

Colin Shah, Chairman informed the Minister that the MSMEs would benefit through its multiple initiatives comprising Infrastructure Development Projects such as the Mumbai Jewellery Park and Gem Bourse in Jaipur, which would give our karigars better working conditions and state-of-the-art facilities. Common Facility Centres have been already set up in four clusters in Gujarat and are running successfully. Some more CFCs are in the process of being established in Coimbatore, Kolkata, Delhi, Rajkot, Jaipur and  Hyderabad in the near future. 

With regard to the challenges in financing faced by the sector, Shri. Gadkari said, “Under CGTME Rs.1 lakh crore grant is available, and it is a  collateral-free loan. This will resolve many problems of the MSME sector.”

Various other initiatives taken by the Ministry include:

• The Ministry is in the process of launching the SME platform of National Stock Exchange for small- and medium-sized companies with high growth potential. The SME platform of the Exchange shall be open for SMEs whose post issue paid up capital shall be less than or equal to Rs.25 crore. The platform is expected to offer a new and alternate asset class to informed investors having a longer investment horizon. The platform shall allow new, early stage ventures and small quality companies to raise much needed growth capital as they grow, mature and transit to the Exchanges’ main board. 

• The Ministry has launched a web portal CHAMPIONS to help the smaller units grow by resolving their grievances, encouraging, supporting, and hand holding them. It is a one-stop-shop solution of the MSME Ministry.

• Social Banking Finance Institute has been developed by the Ministry to provide small loans to the karigars so that they can buy machines and manufacture or produce from their homes to earn a living.

The GJEPC has been the voice of the sector for resolving the challenges related to finance, policy, etc. So far, the Council has conducted 155 seminars or workshops for  MSMEs across 11 states and 34 cities.

GJEPC presents The Artisan Jewellery Design Awards 2019

‘Enchanted Cosmos’ – design theme of GJEPC’s The Artisan Awards 2019 is a futuristic theme for the global buying season 2020

Actress Aditi Rao Hydari graces the momentous occasion at the Glittering Evening

‘Aatman - Inspirations 2020’, Jewellery Trend Book for India launched by GJEPC

 It was a night to remember as the real stars of India’s coveted designer jewellery descended from the skies to the Royal Opera House in south Mumbai responding to the futuristic theme of ‘Enchanted Cosmos’! The Gem & Jewellery Export Promotion Council (GJEPC) presented The Artisan Jewellery Design Awards 2019 powered by GIA (Gemological Institute of America) and co-partnered by the DPA (Diamond Producers Association).

The Artisan Awards celebrate the highest levels of art, creativity & innovation by honoring the best talent in jewellery design and elevating designers to their rightful status of artistes. Rightfully so, as creative minds from diverse walks of life gathered together to discuss, debate and deliberate on creativity of young designers who are wooing the consumers’ minds with their imagination, spontaneity, artistry and visualization.

Pramod Kumar Agrawal (Chairman, GJEPC), said, “The Indian gem & Jewellery industry has a history of more than 5000 years. The Rajas and Maharajas have supported this art, and we have a tradition of passing this skill from one generation to other. We always had the advantage of skilled artisans and karigars when catering to global markets. Today, total gem and jewellery exports accounts for USD 42 billion annually. The industry contributes around 7% to India’s GDP and employs more than 5 million people. It's time that the world is made aware of India’s jewellery Design potential and portray India as a 'Design Destination' for Jewellery. The Artisan Awards is an initiative and a sincere effort by Council to encourage the true design talent in the industry and showcase India’s Design extravagance to the world.”

Actress Aditi Rao Hydari graced the momentous occasion of the grand finale where the eventual winners triumphed from over 550 entries and 23 shortlisted sketches, which got into manufacturing process and the final judging process based on these finished products. The selection was based on various predefined parameters such as Design Aesthetics, Wearability, Innovation, relevance to Theme & Makeability/ Manufacturing.

Colin Shah (Vice Chairman, GJEPC), said, “The importance of India in the global jewellery design context is growing to what it used to be historically when Indian influence on luxury jewellery was evidenced from the creations of Cartier, Van Cleef & Arpels and Harry Winston for the Maharajas and Nawabs. Incidentally, GJEPC chose the theme of ‘Enchanted Cosmos’ for the Artisan Awards 2019 much before it becomes the Design Theme for buying season 2020. The contest theme 'Enchanted Cosmos' helps designers explore the mysteries of galaxies and universes known and unknown. We were overwhelmed to receive 550 entries across India in the three categories: a) Rings or Pendants b) Brooches or Pins c) Earrings or Bracelets.”

While Ms. Mehul Gupta triumphed as winner in the Rings/Pendant Category (her piece was manufactured by Jewel Goldi, Ms. Mitali Kikani of H.Ajoomal fine jewellery & Ms. Soukata Basu Malhotra (her piece manufactured by Ace Jewellery Designer, Anand Shah) bagged first position in the category of Brooches/Pins & Earring/Bracelets category respectively.

In the Rings/ Pendants category, Koushik Mondal, Tanvirkumar & Co. was the first runner-up and Deepika Pathya, Titan Company Ltd. was the second runner up; the finalists were: Biswarup Chakraborty, Independent Designer (Piece manufactured by Jewel Goldi), Mumbai; Isha Deb, Bluestone Jewellery; and Kamal Parui, Emerald Jewel India Ltd.; Laxmikanth Mestry, IIGJ Tardeo, Mumbai (Piece Manufactured by Vasupati Jewellers) and Twinkle Dhanesha,SDI-Bengaluru (Piece Manufactured by KP Sanghvi). In the Brooches/Pins category, Aashna Chaudhary, Titan Company Ltd. was the first runner up and Jayshree Tupe, A'Star Jewellery was the second runner up; the finalists were Sanskruti Serrao, PNG Jewellers Ltd.; V. Saravanan, Titan Company Ltd.; and Rakesh Bhowmik, Tanvirkumar & Co. In the Earrings/ Bracelets category, Soumyajit Maity, Priority Jewels Ltd. was the first runner up and Yash Pandey, IIGJ Delhi (Piece Manufactured by Anand Shah) was the second runner up; finalists were: Aashna Chaudhary, Titan Company Ltd.; Hariharan T S, Titan Company Ltd.; Aaheli Datta, Titan Company Ltd.; Urvi Bansal,B.K Saraf Jewellers (Piece Manufactured by Gold Artism); Harsona J Choksi,Sangam Jewels Gold; and Bhavana Jain, Kama Schachter;

GJEPC introduced one more category of award ‘Best Product Inventory at Signature IIJS 2019’. There were a total of 8 sub categories for this award...

1. Daily Wear Diamond Jewellery – Shree Fine Jewels Pvt. Ltd. (Winner), Zunda (1^st runner up) & Sphere (2^nd runner up)

2. Couture Diamond Jewellery – Tibarumal (Winner) Manak Diamonds (1^st runner up), Splurge (2^nd runner up)

3. Gold Jewellery – Sawansukha Jewellers (Winner), Gold Artism (1^st runner up)

4. Silver Jewellery – R. K. Silver & Gold (Winner)

5. Platinum – Pure Platinum

6. Coloured Gemstones Jewellery – Tara Fine Jewels (Winner) Sanskriti Jewels (1^st runner up), Birdhichand Ghanshyamdas (2^nd runner up)

7. Kundan Meena Jewellery - VM Ornaments (Winner), Vasupati Jewellers India Pvt. Ltd. (1^st runner up)

8. Pearl Jewellery – Manoj Ornaments (Winner)

In continuation to GJEPC’s endeavour to spearhead design led initiatives to promote innovation in jewellery designing, GJEPC launched an exclusive handbook on jewelry trends, “AATMAN - Inspirations 2020”

AATMAN - Inspirations 2020”, is edited by The Futurist’s team of international luxury industry analysts led by International Jewellery forecaster, Ms. Paola De Luca.

Milan Chokshi (Member-COA & Convener, Promotions, Marketing and Business Development of the GJEPC), said, “AATMAN - Inspirations 2020” is a significant initiative that have been undertaken by GJEPC – I am sure this will pave the way forward and build bridges to a new, vibrant and exciting future filled with creativity.”

 AATMAN 2020 covers broad spectrum of jewellery encompassing trends in major categories of bridal, couture or pret. All in all a complete reference point to creating pieces not only in sync with time but also crafting pieces which are timeless and precious

 Paola De Luca of The Futurist said, “India is reclaiming its global stature as a leading pioneer in luxury jewellery design. “AATMAN - Inspirations 2020” will inspire the new generation of Indian creative leaders, providing a blueprint for key design trends, raising topical issues affecting the diamond industry, and presenting an illustrated history of India’s early prominence in design.” De Luca added, “Having been a co-founder of the Design Inspirations Programme, I am extremely proud to be associated with this initiative to drive forward Indian design talent on the global stage.”

Shilpa Shetty & Manisha Koirala@ Jewellers come together

Shilpa Shetty & Manisha Koirala@ Jewellers come together to raise Rs 1 crore to help the underprivileged at the "Jewellers for Hope" event organised by GJEPC

GJEPC’s CSR initiative ‘Jewellers for Hope’

Contributes Rs 1 crore for preventing exploitation of the child

Other causes include supporting the disabled and providing for life-time interventions

Mr. Kailash Satyarthi, Nobel Prize Winner; Social activist Ms. Shaina NC; Padma Bhushan recipient Dr. D. R. Mehta; Film celebrities Shilpa Shetty, Manisha Koirala, Cricketer Zaheer Khan, Mr. Paul Rowley, Executive Vice President, Diamond Trading & Distribution, De Beers Group and Nirupa Bhatt, MD, GIA grace ‘Jewellers for Hope’ charity dinner dedicated to make a difference to the society

The Gem & Jewellery Export Promotion Council (GJEPC), in association with De Beers and Powered by Gemological Institute of America (GIA),  presented the fourth edition of  ‘Jewellers for Hope’ on August 9. A gala charity dinner with an avowed objective to collaborate and contribute for the larger cause of preventing the exploitation of the child and as well support the cause of the physically disadvantaged people at large. Mr. Kailash Satyarthi, Nobel Prize Winner; social activist Ms. Shaina NC; Padma Bhushan recipient Dr. D. R. Mehta and Bollywood icons Shilpa Shetty and Manisha Koirala along with cricketer Zaheer Khan, graced the occasion.

 Mr. Pramod Agrawal (Chairman, GJEPC), Mr. Colin Shah (Vice Chairman, GJEPC) and Mr. Paul Rowley, Executive Vice President, Diamond Trading & Distribution, De Beers Group, Ms. Nirupa Bhatt, MD GIA, hosted several Jewellers, celebrities and prominent film personalities who collectively exchanged views on the industry and at the same time take care of the needs of the society during the course of the sit-down dinner.

This year the industry has earmarked funds to support three leading NGOs – Voluntary Action Association run by Nobel Prize winner Mr. Kailash Satyarthi which works with a mission to end all forms of exploitation of children in India; Giants Welfare Association run by Social Activist Ms. Shaina NC, which supports, maintains and assists promotion of social services and projects in India and abroad and Bhagwan Mahaveer Viklang Sahayta Samiti or Jaipur Foot run under the supervision of Padma Bhushan Recipient, Dr. D.R. Mehta assisting the disabled by way of providing for artificial limbs, calipers and other aids for free. The event was hosted and curated by the inimitable Cyrus Broacha.  

Mr. Pramod Agrawal, Chairman, GJEPC addressing the distinguished guests said, the gem & jewellery industry has an impressive history of contributing generously to the development and betterment of the society, in its individual capacity and collectively. “Jewellers for Hope” is an initiative where the industry comes together for a common cause, contributing beyond its community to serve one and all. And this year we are happy to contribute and join hands for the causes that Mr. Kailash Satyarthi; Ms. Shaina NC, and Dr. D.R. Mehta have been working for. Thanks to all the donors for their generous contribution whose support will help make a difference in the lives of many.”

The Chief Guest, Mr. Paul Rowley, Executive Vice President, Diamond Trading & Distribution, De Beers Group, said, “Diamonds are the ultimate symbol of love and these miracles of nature have given hope to so many people across world. Diamond industry in India has been doing tremendous work in education, health and uplifting the marginalized sections of the society. De Beers has always been committed to welfare of its stakeholders and society. We are happy to partner with GJEPC for the Charity event that gives hope to the underprivileged and empowers the children, women and people in a great manner.”

Mr. Colin Shah, Vice Chairman, GJEPC, said, “We are thankful for the support received from our gem and jewellery partners and I am confident that we shall be also working towards improving the living standards of workers who remain the backbone of this industry. Through Swasthya Ratna, a group medical policy, GJPEC has insured 3 lakh lives since 2015. As jewelers we have a heart of gold and am happy that our Industry is poised to make a slew of positive contributions to the society.”

In 2014, “Jewellers for Hope” associated with “Make A Wish Foundation” to fulfil wishes of 1700 destitute children. In 2016, Jewellers for Hope donated to “Swades Foundation and Friends of Tribal Society which helped 4560 lives giving access to drinking water to rural household, and built household toilets in the community and educated 7224 students. And in 2017, Jewllers for Hope extended its contribution to three NGOs, namely Nanhi Kali, Girl Rising and Make a Wish Foundation; this contribution helped to improve the lives of 1166 children; 20044 girls were educated, 540 wishes granted.

NGOs with whom the Jewellers for Hope is associated this year has done an excellent job in their respective fields. Voluntary Action Association/ Bachpan Bachao Andolan has directly rescued over 86,500 children from extreme conditions of child abuse. Giants Welfare International has successfully completed Giants Blood Donation drive with approximately 1000 Blood donation camps organized by different Giants Groups spread all over India during 14th – 30th June 2018. Bhagwan Mahaveer Viklang Sahayta Samiti (BMVSS) or Jaipur Foot provides artificial limbs, calipers, wheelchairs, hand paddled tricycles, crutches and other aids and appliances to the handicapped to over 85,000 disabled in a year. BMVSS has already rehabilitated more than 1.70 million disabled by now.