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GILI, the first Indian jewellery brand, was launched in 1994 when jewellery was treated as a rare commodity made and sold by proprietors employing artisans. Gili broke this mould: it shifted the paradigm "from occasional need...to a need for every occasion".The brand was thus a pioneer in bringing real diamond jewellery closer to consumers and making it easier to buy.Gili leads the Indian market in casual-wear jewellery today. It is sold through 150 outlets in India, besides a few select but growing numbers abroad. Two standalone stores also offer the consumer the full “Gili World” experience. Gili can claim to have attained superbrand status in 2003/2004
Gili began in 1994 and was the first of its kind, branded jewellery to be introduced in India.
Delve deep into the history of this glorious brand, the naissance, celebrated achievements and learn about its vision and goals.
A brand. An eternal experience.
A team of people, with a vision and passion to venture into the jewellery market led to the establishment of the brand that you discern, distinguish, and devour as Gili today.
What started off as a dream, transformed into an organization, a Super Brand, setting high standards of excellence, with adornments that have left the consumers astounding and asking for more.
Branded jewellery was an unfamiliar concept and was unheard of in India until Gili came along. Jewellery was always bought from the 'family jewellery'. Gili, despite this formidable barrier, was able to build trust in the consumer's mind with its consistently high quality, fine finish, diamond studded, and contemporary designer jewellery. To bring about a new brand for working women, was indeed treading into unknown territory. Inspiring trust amongst people, to make jewellery affable and affordable to every Indian, changing the mindsets of traditional Indians, were some of the difficulties Gili had to face up to.
Traditionally in India, women did not wear diamond jewellery often, apart from special occasions such as marriages and festivals.
Diamond jewellery was not meant for everyone but only a privileged few who could meet the expense of it.
To possess a diamond was a real privilege.
Indians were only aware of 22 karat jewellery in the market. The notion of 18 karat jewellery was completely unheard of.
With a view of introducing a brand in Diamond jewellery, Gili set out to make its mark and offer people something unexpected, unbelievable and unheard of. The longstanding beliefs, practices and customary conventions needed to change and Gili believed it could be the change it envisioned to bring about.
By conducting an extensive research and study on whether the country was prepared for branded jewellery; Gili came to the fore with its grounding to make available jewellery that was wearable, within means and beautiful. A time when diamond was the possession of the rich and there were few diamond retailers, Gili was unwavering in its endeavor to present affordable and elegant ornaments to all.
Birth of a brand
Soon the Gili newborn grew, developed and burgeoned into a household name, and a nation wide brand, a huge success. It was now a name synonymous with youth, love, feelings, and emotions.
Gili took everyone by surprise with its unique, inimitable and never seen before products. Its marvelous designs featuring a blend of Indian and western nuances had made Gili jewellery a stupendous sensation. Gili's magical jewellery had swooned buyers all across the nation. The Gili formula had worked in changing the people's perception regarding wearing Diamond jewellery only on special occasions, and it was now an everyday affair as women embraced and accepted the Gili way of adorning themselves. Thus, Gili captured the heart of every Indian woman.
Gili was the first brand to start giving the customer "Certificate of Authenticity" with every piece of jewellery bought. Our purchasing system and our rigorous manufacturing process, enables us to stand by every commitment of diamond value and gold purity that we make. Over the last several years, Gili has been committed to its quality assurance and to creating the finest designs in diamond studded jewellery, only for you. And in turn you have made Gili the market leader from a market creator.
We hope to continue to adorn you for many years to come.
Gili, for every milestone in your life, and every day in between.
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