Known for its craze for gold, Goan consumers are shiftingtrack to follow the diamond trail and adapt to the latest trends in diamondjewellery, both in traditional Indian designs as well as the contemporarypatterns in the West.
Keeping with the changing market tastes in the state, PhorumJewels have been visiting Goa for past 10 years to exhibit its latestcollection in diamond jewellery and offer a personalised service to the Goanclientele.
“The response here has been very heart-warming,” said BharatMewawala, promoter and partner, Phorum Jewels.
Phorum jewels recently held a three-day exhibition at HotelMandovi to launch their latest bridal collection in diamond jewellery.
Phorum Jewels exhibit their diamond jewellery six times ayear in the State. “We come down with new trends in diamond jewellery every twomonths. This time we launched bridal collection for the season and experienceda positive feedback,” said Nafisa Nimakwala, partner, Phorum Jewels.
Speaking on the jewellery trends in India and abroad, Nafisaexplains: “In the West people prefer light weight diamond jewellery in whitegold and platinum while in India traditional and heavier patterns in yellowmetal are preferred.”
With a turnover of Rs 35 crore in the financial year 2011-12Phorum expects a turnover of Rs 42 crore in the current fiscal. “Phorum designsare perfect for the clientele in the age group of 35 to 55,” affirms Nafisa.Noted actress Asha Parekh is one of their regular patrons in Mumbai where thejewellery house has two showrooms apart from the one in Dubai.
“We have come out with a new concept called the Phorum Clubeight years ago wherein there is a royalty programme. We give points orconcessions on every purchase once you are a member of this club,” said Bharatwho is proud to be the first generation in diamond jewellery business.
In Goa, Phorum Club has 2,500 members while including Mumbaiand Dubai, the total number of our members is 6,500.
Phorum has moulded its designs according to the tastes ofGoan clientele who have shown keen interest in continuing as enthusiasticcustomers.
