Reify Projects Pvt. Ltd. and Star Majha, the Marathi channel, launched the Generation X Jewellery Awards at a quiet ceremony on November 20,’08. Diamond World is the Print Media Partner of Generation X Jewellery Design Awards 2009. The guests of honour at the ceremony were the well-known celebrity and columnist, Ms Shobhaa De and the doyen of fashion photographers, Gautam Rajadhyaksha.

The awards have been instituted to recognize excellence and innovation among retail jewellers all over India. The panel of juries consists of Ms Shobhaa De, Gautam Rajadhyakhsa, Delhi-based jewellery designer Alpana Gujral and the well-known fashion designer, Vikram Phadnis. A panel of 50 participants will be shortlisted by the jury who will then have to submit their drawings and jewellery pieces in the following categories: bridal wear, fashion wear and casual wear. The jewellery will also be sub-categorised further according to the materials used into gold, diamonds and gems and pearls. An early participant in this contest is Suvarnaratan Jewellers from Pune.

At the launch, Shobhaa De congratulated the organizers for instituting such an award. “This is a great time for such awards as the interest in jewelelry designs is exploding in the market,” said the well-known columnist. In his speech, Gautam Rajadhyaksha mentioned that earlier there had never been any variety in jewellery design, but today the consumer had myriad designs from which to choose. He also emphasized that jewellery was no longer an adornment, but also an export earner for the country.

The awards will be exhibited and judged at a show at the World Trade Centre, Mumbai on February 2 and 3, 2009, while the awards function will be held on February 22, 2009 at Dubai.