There is no denying that Kolkata lits up during the month of Durga Puja and this year Bengalis ensured a pompous and magnificent pandal experience overcoming the slowdown due to COVID. However, the same kind of rush that was seen this year in the Kolkata Pandals, could not be located at the Gold Jewelry Retail Outlets adoring Kolkata Streets of Bowbazar or Barrabazar.
 
 Instead, there was a surge in the purchase of Fashion Jewelry as Kolkata becomes more trendy with their outfits, replacing cluncy and expensive gold with more fashionable jewelry. “Gold has become so expensive this year that we saw tremendous growth in Fashion Jewelry from April this year” says Ashish Ambani, founder of Ambani Fashion Jewelry.

Kolkata already had a trend of alternate jewelry with outlets like Chique Fashion and SAAKSHI Silver and fashion Jewelry being very popular among the urban population of Kolkata. Ambani Fashion Jewellery Private Limited has also been one of the key players in the segment.

Over the past few years, traditional jewellerys also started opening the fashion branch like Jazzy Juelry in the heart of Kolkata.
 
 If Fasion jewelry surpass Gold or not, that is debatable but the winds are changing in the jewelry industry.

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