If you have been to the New Market area or Esplanade, you will find the Cobbled Streets of Hoggs Market adorned with Fusion Jewelrs, almost revolting against the establishments they are standing on. A prevalent name is Chamba Lama, which transforms the space of oxidized and silver handcrafted jewelry whose customers are loyal because their Quality never goes down.

Sometimes you will find a celebrity casually making a purchase right before their upcoming fashion week or a mega event from Chamba Lama. Ambani Fashion Jewellery Private Limited’s Ashish Ji is in this business for half a century and he is confident that, “The way forward for the mass market is Fashion Jewelry”

It is quite true though, that Kolkata and its inhabitants had always a soft corner for nongold jewelry, unlike many other regions of India. It might be owing to the local culture or history, but that is debatable.

“In 2023, the fashion trend has also moved from tradition to western. This created a higher demand in the fashion Jewelry segment. A buyer has more options in the wardrobe to pair with their outfit, which you cannot do with Gold as it is a major purchase”, Ashish added, sitting comfortably and managing orders simultaneously.

Love has its ways of evolving and Kolkata stands like a testament to the change. Have you ever tried out fusion jewelry? If not, you must try it at least once. You might never go back to Gold.

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