Arayian Jewellery, a distinguished name in the world of fine coloured gemstone jewellery, is redefining elegance through a rare blend of legacy, craftsmanship, and modern design.

Spearheaded by Ayushi Khandelwal, the brand draws from generations of expertise in gemstone trading and jewellery making. With a commitment to authenticity, vertical integration, and a deep respect for cultural roots, Arayian offers more than just jewellery—it offers heirlooms crafted with heart, history, and a forward-looking vision.

Here’s what Ayushi Khandelwal, Creative Director of Arayian Jewellery, has to say about the brand’s journey, philosophy, and vision for the future.

1. How do you define the legacy of Arayian Jewellery? 

Arayian Jewellery is built on a legacy of generations deeply rooted in the world of fine  jewellery and gemstone trading. Surrounded by exquisite stones and craftsmanship  from a young age, we channel this heritage, passion, and knowledge into creating  timeless pieces for our clients—offering not just jewellery, but a legacy of love and  refinement. 

2. Explain the USP of your brand. 

We are involved in the entire journey—from sourcing rough gemstones and cutting  them in-house to crafting fine jewellery. This unique vertical integration allows us to  offer bespoke, high-end pieces with unmatched precision and quality, all under one  roof. 

3. What is your design philosophy? 

Our designs revolve around the natural beauty of precious gemstones. We aim to  create modern, elegant, and everlasting pieces that highlight the uniqueness of each  stone while maintaining a timeless aesthetic. 

4. Kindly provide details of your product offerings—bridal & jewellery collections  or others. 

We specialize in exclusive fine jewellery crafted with natural, coloured gemstones.  Every piece is one-of-a-kind, celebrating individuality with authenticity and certified  provenance. Our offerings include bridal collections, statement jewellery, and  heirloom-worthy pieces.

5.  How do you ensure that your jewellery designs reflect cultural heritage while  appealing to the evolving tastes of younger generations? 

By embracing clean, contemporary aesthetics while honouring the intrinsic elegance  of traditional gemstones, we create designs that resonate with modern sensibilities  without losing their cultural soul. The coloured stones remain the centrepiece of our  creations, offering a bridge between heritage and innovation. 

6. What role does sustainability play in your sourcing and crafting processes? 

We source our gemstones responsibly, primarily via auctions from the likes of Gemfields. Our in-house cutting of rough stones not only reduces environmental  impact but also ensures every layout is distinctive and responsibly crafted. 

7.  How does your brand differentiate itself from traditional jewellery makers in  Jaipur in terms of craftsmanship and innovation? 

Our commitment to international standards of craftsmanship sets us apart. Each piece  is designed for enduring comfort, precision, and wearability, combining traditional  artistry with cutting-edge techniques for global appeal. 

8. What specific measures have you taken to make your jewellery accessible to a  global audience without compromising cultural authenticity? 

We actively participate in prestigious international exhibitions, making our work  accessible to clients across the globe while staying true to our roots in artisanal  gemstone craftsmanship. 

9. How do you incorporate modern technology, such as AI, in jewellery  designing? 

Our design process is grounded in hand-sketching and personal inspiration drawn  from travel and surroundings. While we honour traditional design methods, we remain 

open to integrating modern tools, including AI, to enhance precision and creativity in  future collections. 

10.  Where does Arayian Jewellery see itself in the coming years? What is the  roadmap? 

We envision Arayian Jewellery becoming a globally recognized name in fine coloured gemstone jewellery—synonymous with excellence, authenticity, and innovation. Our  roadmap includes global expansion, increased visibility through exhibitions, and  continuously elevating our craftsmanship. 

11. Where is Arayian Jewellery’s presence beyond the Indian market? 

Arayian Jewellery has an international footprint through exhibitions and showcases in  key global markets including Bangkok, Qatar, Turkey, Hong Kong, Las Vegas, and  Singapore, allowing us to connect with a discerning global clientele. 

Jewellery is a precious commodity to purchase, and every customer wishes to take a cautious decision. Most of the purchase decisions of the jewellery customer is dependent on her “perception” of the brand or the jeweller. Keeping this in mind, certain parameters can be defined to help the customer make a quick and correct decision.  For example, while buying diamond jewellery, 4 factors were considered as the “C”s- cut, carat, colour and clarity of the diamonds. 

Likewise, the present customer’s buying behaviour rests on the 4 new “C”s of Jewellery Retail. What are these 4 new “C”s?  Let us take a look.  

The 4 new “C”s  

Today’s customer’s mindset has undergone a huge transformation due to the accessibility to international trends and markets (maybe due to travel or just social media) and a wide range of designs and services are now available at jewellery stores. The buying behaviour of the current customers is governed by certain factors which are  depicted below.  

Observing the rankings (see Figure “Factors considered while  selecting a Brand”), we can conclude that a jewellery customer’s  purchase decision is based on the 4 new “C” s – Cost, Confidence,  Convenience and Customer Service. 

1. Cost- the first “C” 

Let us face it. You, me and almost every Indian is very price conscious.  Thus every customer wants to have the full value for her money- “Full  paisa vasool / Good Deal” This is more so in the case of jewellery  retail due to the high costs involved in the purchase.  Cost is thus  the dominating factor in the purchase decision of a jewellery  customer. This cost of jewellery includes the making charges and  the cost of the gold paid out as wastage. If this final cost looks  affordable and justified to the customer, you, the retailer can make  a sale.  

So, the first “C” in the purchase decision is COST and as a jewellery  retailer, you must position your brand rightly with respect to  “cost”. 

There are brands where the Making Charges / Value Addition is advertised in Bold while there are other brands like Malabar Gold or Tanishq, which may  not be the cheapest in pricing but will want to still offer “Value for  Money” for their set of customers. These customers might be very  different from the customers for say a price warrior brand, but their customers also  believe that the cost is worth it.  

2. Confidence- the second “C” 

A customer’s confidence in the jewellery brand starts with how the brand meets her expectations right from her first interaction during say marketing communication, her first purchase and goes on to maintain that confidence that is reflected in her  repeat purchases and referrals. Word-of-mouth referrals and  relatives’ recommendations still form some of the influencing  factors of jewellery purchases.  

Trustworthiness of a brand is a mark of the confidence the customer has in the jewellery retailer and this is an aggregate of several factors which include purity, pricing, discounts, shopping experience, after-sales  service etc. A customer, who feels that the jeweller can give her

the best in all the above factors, has typically won her confidence. 

This clearly shows that the “confidence” of the customer in the  brand is emerging as the second “C” and it is the most important  factor in brand perception and purchase decision.  

3. Convenience- the third “C” 

Jewellery is still a “touch and feel” market where purchases are  made in person. But of late, convenience in jewellery shopping is  emerging as one of the decisive factors in jewellery purchase.  

Today’s customers are well-informed about the price  fluctuations, making charges, wastage, and design options etc. even prior to the actual physical purchase at the shop. The presence of a  website or social media like Instagram/ Facebook etc. with a design gallery and price estimates are often appreciated by customers as it  helps them in planning their purchase. Such a convenience-driven  model of business with knowledge-empowerment is the call of  today for jewellery retailers.  

This is why Convenience is emerging as the third C in brand positioning or purchase decisions.  

Customers look at “customization” as part of the convenience  offered by a jeweller. The convenience of customization is an added benefit offered by jewellers. Convenience also  means service benefits that the jewellery outlet offers like “home  delivery” or”gifting options”.  

4. Customer service – the 4th C 

A jewellery purchase is an emotional decision for most buyers as they attach great sentimental and personal value to the jewellery they purchase. This is why customers look for a “positive shopping experience” when they come to buy jewellery. This positive shopping experience is founded on the 4th C -customer service. 

Customer service involves not only hospitality and friendly  greetings but also expertise from the staff. Customers expect well informed staff to guide and advise them on their jewellery choices.  

Ganesh Jewellers of Mumbai wish to position themselves with  respect to their customer service. Look at what they say – 

Right from the marketing communication, the entry to the store/  website, the warm welcome, the store atmosphere, the hospitality  gestures, the offers on the merchandise including the range, the price, the design etc. to the customer-handling, everything in your  jewellery outlet should enrich the 4th C – the customer service. 

The Jewellery industry may see its ups and down regularly, but if  you keep these 4 Cs in mind and position your brand or jewellery  outlet, you are sure to be the champion of jewellery retail in your  market and beyond.

The ease and convenience of gold loans is the prime reason for its huge popularity and accessibility. Being a secured loan, it does not require much documentation and processes. Gold loans in India have been emerging as the most popularly accessed credit form. With such huge popularity of gold loans, the scamsters also get active to cheat people. Read here to identify between the genuine gold lenders and fake ones. 

Gold loans have emerged as one of the most accessible and dependable forms of credit in India. They are easy to apply for, processed quickly, and disbursed almost immediately. What makes them particularly attractive is the minimal paperwork involved and the fact that they usually bypass long credit history checks.

However, as the popularity of gold loans grows, so does the risk of falling victim to fraud. Many individuals in urgent need of funds become easy targets for scammers posing as gold loan providers. These fraudsters exploit the borrower’s urgency and trust, often leading to significant financial losses.

Red Flags: How to Spot a Fake Gold Loan Lender

Fraudulent lenders often try to lure borrowers with offers that seem too good to be true. Watch out for the following warning signs:

• Unrealistically Low Interest Rates: Be cautious if the rates offered are far below the market average.
• Inconsistent or Delayed Communication: Lack of professionalism or delayed responses could signal a scam.
• No Contact Information: A legitimate lender will always provide verifiable contact details.
• Unclear Loan Terms: If terms and conditions are vague or not explained properly, that’s a red flag.
• Missing Licenses: Genuine lenders are licensed and regulated by appropriate authorities.
• False Affiliations: Verify any claims of association with known institutions.

How to Identify a Genuine Gold Loan Provider

As a borrower, you have every right to verify the credibility of the lender. Here are a few essential checks:

1. Verify Credentials: Ensure the lender is registered with financial authorities and follows regulatory norms.
2. Compare Interest Rates: Research and compare rates with other well-known lenders.
3. Insist on a Personal Visit: Visit their branch or office to understand their operations better.
4. Request a Draft Key Facts Statement (KFS): This document clearly outlines loan terms, helping you make an informed choice.

Why Choose Arvog Gold Loans?

With over 40 years of legacy and trust, Arvog Gold Loans offers a seamless, secure, and customer-friendly borrowing experience. Here’s what sets Arvog apart:

1. Simple Application Process

Applying is straightforward and can be completed online within minutes. The user-friendly portal ensures a smooth experience.

2. Quick Loan Processing

Arvog processes loan applications in under 30 minutes, helping borrowers access funds when they need them the most.

3. Immediate Disbursal

Once the gold is evaluated, the loan amount is credited—often within hours—directly to your bank account.

4. Lowest Interest Rates

Compared to unsecured loans like personal loans or credit cards, Arvog Gold Loans offer significantly lower interest rates, making them cost-effective.

5. Flexible Repayment Options

Choose a repayment schedule that works for you—monthly EMIs, bullet repayments, or a one-time payment at the end of the tenure.

6. No Credit Score Required

Since the loan is secured against gold, your credit score doesn’t affect the approval—making it accessible even to those with limited credit history.

7. Secure Gold Storage

Your pledged gold is stored in SEBI-monitored vaults with the highest level of security, giving you complete peace of mind.

8. Guaranteed Gold Return

Upon successful repayment, your gold is returned in the exact condition it was submitted, ensuring both emotional and financial security.

Make Informed Choices

Gold loans are a practical and trustworthy way to raise funds—whether for urgent needs or major life plans. However, it is crucial to read the Key Facts Statement (KFS) thoroughly. This document includes important details like interest rates, charges, repayment terms, and more. Reviewing it before signing ensures transparency and a well-informed decision.

Conclusion

Gold loans seamlessly blend the traditional value of gold with the convenience of modern finance. With features like fast disbursal, low interest rates, and secure asset handling, they provide a reliable financial solution. By choosing a trusted and regulated lender like Arvog, borrowers can enjoy the benefits of gold loans with complete confidence and peace of mind.