Jewellery firms in India are beginning to use bollywood actresses in an effort to boost international publicity around the Indian jewellery trade. Actress and Miss World title winner Aishwarya Rai is promoting De Beers Nakshatra range of Indian jewellery. India hope to double their sales of Indian made jewellery abroad over the next 5 years. Asmi Jewelry in India and Belgium Jewelry Goup Vijaydimon get bollywood stars such as Bipasha Basu and Kajol to promote their products by wearing them in public. Many other jewellery manufacturers are now using bollywood stars to model their jewellery in public in an effort to boost the industries image.
India is famous for its Silver jewellery as well as high carat gold pieces.
The Jewelry and Gems export promotions council of India put on a Fashion extravaganza on 16th July 2005. The fashion show was hosted at the Renaissance Mumbai hotel in Powai and the show was named Telesthesia. Bollywood fashions and indian inspired jewelry was showcased at the Telesthesia fashion show. Some major Bollywood designers were involved in the show such as Anna Singh, Ameeta Kapur, Neeta Lulla, Manish Malhotra and many other well known Indian designers.
Lakme Fashion Week in April 2005 shows Indian fashions as well as western styles of clothing. Based in Delhi many major indian models participated in the fashion show wearing designs from top Indian designers. Indian bollywood models such as Diandra Soares, Kiran Rao, Binal Trevedi, Michelle Innes, Shivani Kapur, Neha Kapur, Poonam Nath, Fleur Xavier and many others participated in the show.
India has been known for its jewelry designs for thousands of years for designs incorporating silver, gold and precious stones. Delhi is known for indian gold jewelry with intricate stone settings and regions such as Rajasthan or Madhya Pradesh are well known for their indian silver bead designs. Some indian jewelry represents religious meanings and other designs in gold, silver and other materials are inspired by nature. In Assam 24 carat pure gold is used to manufacture ear rings or necklets with designs based on plants such as orchids.