Despite the unusually heavy rains that marked the second day  of IIJS 2016, by late morning/early afternoon, it was evident that nothing was going to keep people away from this, the most important gems and jewellery trade fair of the country and amongst the top in the world.

The aisles were filled and one could see business being discussed all around – from Hall 1 through to Hall 6.

IIJS is a place that  has always  had the  widest variety of jewellery on display: from high-end couture creations to fashion jewellery; from chunky unbelievably large gold  adornments to lightweight products --  to everything in between. And, of course, lots of diamond and gemstone studded jewellery at various price points as well. But more about that at a later date.

What was interesting to see is that the two major miners – De Beers (through its Forevermark brand) and Rio Tinto both chose to showcase their latest collections of diamond studded jewellery at the fair.

It is only the second year that De Beers  – or Forevermark  –  has had an independent presence at the show. Holding pride of place at the entrance to the stall, were two signature collections from Forevermark, both from highly renowned fashion designers:  one from Bibhu Mahapatra; and the other from Sabyasachi.

US-based Bibhu’s Artemis collection, launched in April this year,  brought alive the magic of the moon and stars in a myriad shimmering designs.  A delight for connoisseurs and fashionistas alike. It is presently out in the market and available at Forevermark’s  selected partner stores.

Sabyasachi’s more vintage-style jewellery, evoked the timeless elegance and charm of classicism. This is only the second occasion – and the  first such a public one –   that the collection was displayed. It was first unveiled  before the trade at the last and recently held Forevermark forum; and is slated for a September consumer launch.

While Rio Tinto has been participating in the IIJS for several years running, it’s fairly recent initiative, Nazraana, has given a new shine to its presence at the show.

At the IIJS, Rio showcased its latest collections from two leading jewellery designers of the  country – Pallavi Dudeja Foley and Preeti Jain.

The collections were based  on a variety of themes  – from floral, spirituality, heritage, love, to infinity. There was also a separate men’s collection. Something to tempt everyone.

 Apart from the two majors,   the Platinum Guild International  also chose to focus on its key brand – Evara wedding jewellery.

Displaying its latest offerings from the brand, Evara   had something to offer for every occasion/event related to a marriage. The lighter weight  and innovative  jewellery is designed to beckon to the younger, new generation, fashion-conscious bride as well.

 The more that major companies and large international organisations take in promoting their jewellery, the more boost does the jewellery category as a whole get.