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South Asian and Western styles blend harmoniously in London’s up-and-coming jewellery quarter on Green Street.
Green Street, in one of the most progressive areas of east London, is a long avenue crammed with shoppers milling in and out of fashionable sari boutiques, curry houses and Bollywood DVD outlets. A few dozen jewellers offer necklaces and bangles in 22-carat yellow gold, diamonds and gemstones.
Green Street jewellers have banded together into an association and are uniting to develop their own brand, in order to take advantage of the 2012 London Olympics.
Eastern style blends with Western design here as the modern British Asian woman is increasingly anglicised, and influenced by global TV culture and Bollywood.
Diamonds are a dynamic growth area for affluent British Asian women, while traditional 22-carat gold jewellery remains steadily in demand, jewellers say. On Green Street, jewellery fuses with fashion. Women take newly purchased saris to jewellers where sales assistants – with an expert eye – match fabric to jewel.
Green Street jewellers also offer Western designs to suit increasingly globalised Asian tastes, such as slender white gold and platinum bridal rings.
"Platinum for wedding rings is a huge growth area on Green Street," the jewellers say.
"As featured in Jewelleryoutlook.com"