Innovation and imagination is the key to fashion jewellery. Rakesh Daing of Elcorp Private Limited does not use precious metals such as gold or silver though brass and stainless steel is extensively utilized. The term fashion jewellery is a misnomer since the creations are everyday-use items. Therefore, the cost factor comes into play. A part from using traditional beads, the company used new concepts: cloth beads and related accessories are put to good use.
Elcorp has its own design team many of whom have done professional designing courses. In addition, it has a designer from Greece and that gives the design team an extremely competitive edge. The company’s design concepts differ depending on the countries where its main markets are. For example, the preferences of Italians, Spanish and French are different though they are all Europeans. On the other hand, the Japanese prefer sleek designs. The concept of one design fitting all is not there in this industry. Similar
differences are prevalent in the domestic market as well Elcorp’s major market is Europe. Apart from that, Rakesh Daing sends designs to Japan and China while the USA accounts for just seven percent of its exports.
ELCORP PVT. LTD.