Jewellery | The new gold rush

West Delhi businessman Vinod Mitra, 68, and his family had for generations been loyal patrons of their jeweller on Bank Street in Karol Bagh. “You didn’t just inherit the house; you inherited the jeweller too,” he says. Next-gen, however, is thinking otherwise. Mitra’s daughter-in-law Prerna looks beyond traditional, old-fashioned jewellery, one that she does not have to wear only at weddings, but also at work or social events. And fulfilling her desires are the big retail jewellery stores like Tanishq, Kalyan Jewellers, Reliance Jewels. And a brand new kid on the block—Indriya—launched by Novel Jewels, part of India’s top business conglomerate Aditya Birla Group, this July.