Q: How did your brand gain creatively and commercially by working with a high-profile celebrity like Karan Johar?
A: Karan Johar has a strong instinct for design, and a keen understanding of consumer trends. And we have mastery of craftsmanship and technique. Collaborating with Johar was a great experience. Creatively, it allowed us to present fine jewellery in a more contemporary and aspirational light. Commercially, it expanded our visibility and helped us connect with a wider, design-conscious audience.
Q: What advice would you give to a jewellery brand owner who might be considering collaborating with a celebrity or an influencer?
A: The collaboration must be authentic, and aligned with the brand’s values. Short-term visibility has limited impact; the focus should be on building long-term equity through genuine association.
Q: How have your customers changed over the past few years in terms of what they are buying, and what they expect from a brand?
A: Consumers today are far more informed and discerning. They look beyond occasion-based purchases, and consider design, wearability, and certification. Expectations around transparency and service have increased significantly.
Q: What, in your opinion, builds long-term trust in a jewellery brand today? And how important is trust vis-a-vis branding for a relatively new brand like yours?
A: Trust is fundamental in jewellery. For a young brand, certifications, hallmarking, and transparent pricing are non-negotiable. Branding creates awareness, but sustained growth comes only through consistent proof of authenticity and service.
Q: Do you see a shift in what younger consumers look for in jewellery?
A: Younger buyers value individuality and wearability over weight or volume. Jewellery is seen less as a display of size, and more as a design-driven, versatile accessory that reflects personal style.
Q: How do you balance trend-driven collections with your brand’s identity and core offerings?
A: Our core remains in fine jewellery crafted with uncut diamonds and gemstones. Within this framework, we adapt to current design sensibilities, ensuring relevance while retaining authenticity.
Q: What channels or platforms have helped you connect most effectively with your customers?
A: Instagram has been our most effective digital channel due to its visual nature. At the same time, in-store experiences remain critical, since jewellery is ultimately a tactile category.
Q: From a business perspective, what do you more retailers and manufacturers understood about today’s consumers?
A: Today’s consumers are research-driven and comparison-led. Retailers must prioritize transparency in pricing and quality; traditional opacity no longer works in this market.
Q: What is next for your brand — any new launches or campaigns on the anvil?
A: We are focused on expanding into Tier-II and Tier-III cities through our franchise model. Parallelly, new collections are being developed that combine traditional craftsmanship with contemporary design sensibilities.
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