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For some, Bollywood jewelry is a golden ticket
By Lorraine DePasque
June 10, 2009
EV Jewelry Design's serpent ring in 14-karat gold with two carats of rubies from the "Kali Ma Collection;" suggested retail price is $1,165. (212) 869-1010 or EVJewelryDesign.com

Mumbai, India--Hooray for Bollywood--and all the new jewelry evoking the colors, styles and techniques of old-world India.

Despite gold's steadily rising prices, a growing number of consumers are gravitating toward modern interpretations of the ancient gold jewelry that originated in the land of maharajas and mogul jewels.


"There are many reasons, not the least among them is the fact that India is an emerging nation with a growing Ancient Indian jewels are known for a combination of design elements: Often handcrafted, the metal is warm, rich yellow gold, leading most modern-day designers to choose 22- or 24-karat, and the gemstones used are either vivid, Indian sari-inspired hues or white rose-cut diamonds. Design motifs include paisleys, snakes, scrolls and the om symbol.

Celebrities such as Angelina Jolie and Halle Berry are among the rising number of starlets photographed wearing Indian-inspired jewelry.

Meanwhile, on Main Street, where there is growing interest in yoga, meditation and spiritual symbol jewelry, discerning consumers are seeking handcrafted as well as higher-karat gold jewelry that is perceived as retaining its value. The recession has also prompted shoppers to seek out more understated jewelry, especially with less expensive rose-cut diamonds.

Modern meets ancient

Still, it's important to note that the Indian-inspired jewelry has been intentionally made distinct from traditional Indian jewelry to appeal to the U.S. market.




"Celebrity watching is very influential and we're now seeing this look on the celebrities,



"."

Also helping to spike interest among U.S. consumers in ancient Indian jewelry style is the Internet.

Elias Vayas of EV Jewelry Design in New York City makes jewelry featuring typical Indian themes, from snakes and scrolls to the om and Indian goddesses. Emeralds and rubies abound in his flagship collection, "Kali Ma" (named for the Hindu goddess).

"Ten years ago, a lot of people didn't even know what the om sign was, but today, many in mainstream America do," Vayas says. "Thousands of people attend yoga and meditation conferences all across the country."

Three years ago, his own yoga and meditation practices motivated Greek-born Vayas to develop a line of one-of-a-kind Indian-inspired gemstone jewelry in 22-karat, 18-karat and 14-karat gold, and now those pieces might be right on target


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