Fashion trend cues from small screen?

When it comes to imitation jewellery, people are taking fashion cues from the small screen than the big screen
With Indian serials becoming bigger in canvas, viewers are now taking inspira tion from the clothes and acces sories sported by their favourite saas, bahu or queen. Whether they are heavy neckpieces worn by Paridhi Sharma in Jodha Akbar or Bhabo Sa's Rajasthani borla in Diya Aur Baati Hum, imitation jewellery inspired by TV stars is now a popular trend in the city.
TV RULES OVER BOLLYWOOD
Nishan Chowdhry, owner of a jew ellery shop, says, “As far as jew ellery trends go, Bollywood fails to make an impact since there are hardly any films today in which actresses wear heavy jewellery .The only jewellery trend that we have had from films in the recent past is Deepika Padukone's chand balis from Ram-Leela.“
However, TV serials, with their over-the-top dressing, are creating waves in the imitation jewellery market. “The demand for imitation jewellery inspired by TV serials has grown in leaps and bounds in the past few years in the city . People now come to us with the demand of jewellery that their favourite TV actresses are wearing in the serials. They notice even the minutest accessories sported by actresses, like hair clips, bindis, bangles, etc and ask us to arrange for the same. We have to be on our toes all the time to cater to the needs of the imita tion jewellery since there are so many serials on TV today,“ says Balveer Singh, owner of a jewellery shop.
BALIKA VADHU TRENDING
According to jewellery shop owner S Arora, the trend started with Balika Vadhu. “Imitation jewellery inpired by TV shows started only after Balika Vadhu. Whether it was the Rajasthani square-shaped bangles worn by the actresses on the show, or Dadisa's hasli; the jewellery from the show was much in demand," he says.
WHAT'S IN DEMAND...
So what's in demand now? While Dadisa's hasli is still available in the market, new shows are leading the trend now. “The jewellery in Jodha Akbar is quite in, especially among brides-to-be. A typical Jodha Akbarstyle set costs nothing less that `2000. Also, chapkas, priced at a mimimum of `450, became popular among the non-Muslim ladies in the city, thanks to the popularity of Zoya from Qubool Hai," shares Nishan.
Also in demand are stylish jewellery pieces worn by Bigg Boss contestants.While last year it was Gauahar Khan's neck pieces that were replicated, this time it is Karishma Tanna's earcuffs and Dimpy Mahajan's neck pieces, which are scoring high on the the trend meter, all of which are available in most local markets.
Youngster Nisha Srivastava, who usually orders for jewellery online, was surprised to spot her favourite TV actor's jewellery in markets. “I didn't know these are available here even while the show is on air," she says.
But that is how it is now: such is the demand for jewellery worn on TV shows, that shopkeepers procure the item within weeks of it being aired.“In the last eviction episode of Bigg Boss, Karishma Tanna wore an ear piece, which a lot of young girls have demanded from us. We are in the process of arranging them from our dealer," says Nishan.
KEEPING PACE WITH THE SERIAL'S STORY
Homemaker Kalpana Mishra, looking for a specific set that her favourite TV actress Sandhya Rathi aka Deepika Singh wore in a recent episode of Diya Aur Baati Hum, was happy to find it at a shop . “There was this artificial diamond set that she wore in a godh-bharai sequence, which I was looking for. Though I didn't get the exact one at the shop, they had something similar. I am amazed to see how the shopkeepers here are so aware of the serials and the jewellery worn in them."
Ask the shopkeepers on how they keep themselves updated about the latest trends on TV , jewellery retailer Ajay Tripathi replies, “Most of the time it is the suppliers of these jewellery products who inform us about what's latest in the serials. They supply the jewellery to us with names of the actresses who wore them, and the serial in which they featured."
Tripathi adds, “However, sometimes, customers come to us with a screenshot of the actress wearing the jewellery, which we arrange for them from the suppliers."