Wednesday, 5th January 2005 (4498 views)

A Bollywood film has prompted Indian consumers to rush out and buy heritage style jewellery.

A host of gold and coloured stone jewellery is featured in Mughal-e-Azam, leading shoppers to look for heavy necklaces and armlets as well.

G S Pillai, director at the Gold Souk told New Kerala: "When Devdas came, consumers suddenly started demanding the designs worn by Paro and Chandramukhi.

"So, it is no wonder that the designs showcased in Mughal-e-Azam are suddenly in demand."

The film had an official jewellery consultant who explained that Mughal jewellery is "known for its beautiful making, designing, colour combinations, arrangement, enamelling and engraving".

"Now with the masses watching the movie, everyone wants to own a Mughal era set," Arun Arora, from Orra, explained.

 

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