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Luxury is more than just the value of a product; it’s a state of mind: Ishu Datwani

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Ishu Datwani, a first-generation diamantaire, established Anmol Jeweller in 1986. Innovation in design, unparalleled service and values have been at the helm of everything at ANMOL. Today, ANMOL is revered by who’s who of cinema and uber celebs – and has had the distinction of doing wedding jewellery for quite a few of the high-profile Bollywood actresses.

JewelBuzz spoke to Ishu Datwani on luxury, craftsmanship, and how Indian luxe jewellery can be a leading player on the global stage.

Ishu, what does luxury mean to you?

For me, luxury is more than just the value of a product; it’s a state of mind. It’s about how the product makes you feel, the experience it offers. Whether it’s a product or a service, it should evoke a sense of exclusivity and elevate your spirit. Luxury, in my view, transcends the mere value of a precious metal or gem. It’s an ethereal experience, a state of mind that the jewellery evokes. A truly luxurious piece should be  cherished for the profound sense of joy and self-expression it provides.

When you’re creating a new product line, how do you translate this “state of mind” into the design process?

We meticulously consider every aspect, from the finest finishes and impeccable craftsmanship to the quality of stones. We strive to ensure the wearer experiences unparalleled comfort and lightness. These elements are integral to achieving true luxury. We believe that true luxury is about effortless elegance and a harmonious interplay of form and function.

You view luxury through the lens of design. You’re known for emphasizing craftsmanship and intellectual property in your designs, rather than simply focusing on commodification. Comment.

Absolutely. For the jewellery industry to evolve, we must treat each piece as a unique work of art. Commoditization diminishes the value and artistry of our creations. Each design should be distinct, and exceptional craftsmanship is paramount in elevating its beauty. Our focus lies in creating enduring pieces of art, not fleeting fashion trends. Exceptional craftsmanship, coupled with innovative design, is the cornerstone of our philosophy.

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What are the current trends in the Indian luxury jewellery market, particularly regarding natural diamonds?

While lab-grown diamonds have gained popularity, the allure of natural diamonds remains undeniable. Discerning customers, those who truly appreciate the nuances of luxury, continue to gravitate towards the unique beauty and rarity of natural stones. The journey of a natural diamond, from its origin to its final form, imbues it with a unique history and character that cannot be replicated.

How can Indian jewellery truly become a global force?

To compete on a global stage, we must move beyond the mindset of commodification. We need to cultivate a strong brand identity, similar to iconic brands like Tiffany & Co. While Indian jewellery excels in design and craftsmanship, we need to invest heavily in building a powerful brand presence. Investing in robust marketing and branding strategies, coupled with a commitment to sustainability and ethical sourcing, is crucial for establishing a strong global presence.

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JB Insights

Gifting That Lasts – How Gold and Silver Coins Bridge Heritage and Modern Life

Ketan Kothari , Director of Augmont

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Most people think of gifting gold and silver as a nod to nostalgia. In reality, it’s one of the few traditions that has outperformed every modern “smart” gift you can name. Long before fintech apps and inflation charts, Indian households treated these metals as portable wealth, a hedge against uncertainty, and a quiet transfer of wisdom from one generation to the next. That logic has not aged a day; rather, it remains even more relevant in a world where assets can be compromised with a password reset.

Ketan Kothari , Director of Augmont

What has changed is the way these coins look and live in our lives. Classic Lakshmi – Ganesh motifs now share space with clean, contemporary designs that feel at home in a digital world. The modern take on it makes each piece both timeless and current. Every coin carries its own story, turning family milestones into tangible memories while steadily gaining value as gold and silver prices continue to climb year after year. It is beauty and intrinsic value in one small disc. It is a heritage you can hold, and an investment built to last across generations.

Augmont brings this legacy to life with coins that pair high purity with artistry that honors tradition while embracing today’s aesthetic, offering a gift as enduring as the heritage it represents.

Why Choose Augmont Coins?

1. A Range That Resonates
From divine Lakshmi–Ganesh motifs to limited editions and unique designs in 24K and 22K gold and silver, Augmont offers a variety that suits every occasion. Each coin is crafted to celebrate moments that matter, whether personal milestones or festive rituals.

2. Stories Encased in Metal
These coins carry meaning at multiple levels. Many are tied to festivals, family traditions, or commemorative events, reimagining each piece as a memory that endures alongside its value.

3. Quality That Lasts Generations
Augmont coins are designed with precision and aim to withstand time. Their enduring craftsmanship ensures they remain beautiful keepsakes, ready to be passed down as family heirlooms while preserving their shine and value.

4. Trust You Can Hold
Every coin comes with 999 purity, BIS-certified refinery credentials, and secure packaging. Rigorous minting checks and transparent authenticity measures make each coin a reliable investment as well as a meaningful gift.

5. Versatility Across Life and Legacy
Whether it’s for a festival, a milestone, a special reward, or just a smart personal investment, Augmont coins fit naturally into the moment, carrying both meaning and value without ever feeling out of place.

6. A Legacy of Trust
Trusted by thousands of jewellers and millions of users across the country, Augmont coins have become a choice people rely on, not just for their value, but for the assurance they carry.

How Tradition Meets Technology

1. Timed for Auspicious Moments
Gold and silver coins remain the benchmark for occasions like Diwali, Akshaya Tritiya, and other auspicious events. With digital and quick-commerce platforms, these timeless gifts can now be bought and gifted instantly, without compromising the ritual.

2. Convenience Of Payment
UPI-enabled transactions bring efficiency without losing the emotional value of gifting.

3. A Platform Built for Today
Platforms like Augmont make it easy to combine tradition with today’s convenience, whether it’s setting up Gold/Silver SIPs, picking Gold/Silver coins online, storing them securely, or redeeming as per convenience. The old and the new come together without missing a beat.

Gold and silver coins have a way of staying with us long after the festival. They become part of the stories families live and share. A coin given at Diwali, added to a wedding trousseau, or exchanged to mark a milestone, holds memories, celebrates relationships, and marks achievements. Over the years, these coins carry the weight of tradition, the joy of moments lived, and the reassurance of foresight. By bringing the past into the present, they turn every gift into something personal, lasting, and truly memorable.

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JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.

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