Bridal jewellery goes easy on weight, grand on looks with Fatehchand Bansilal’s Mouni Roy Collection

Fatehchand Bansilal Jewellers is creating a new scope for premium heavyweight jewellery, by doing away with heavyweight entirely. Indeed, the brand is making heads roll with their current campaign of the Mouni Roy collection, which employs intricate craftsmanship techniques to keep the look of bridal jewellery similar for a significantly reduced weight.

The need arises from bridal accessories of today’s youth, wherein one expects to sport heavy bridal attire for the extravagant look and has to settle with heavy polki meenakari jewellery, maintained Rishi Verma, partner, Fatehchand Bansilal Jewellers, Ambala. “Brides-to-be expect a lot of lac content in polki meenakari jewellery. So we made it lac-free, used a lot of dye and have halved the gold balls to give this look,” he maintained.

Putting inventory to test, a video clip of the recent conference has Mouni Roy, the diva, put a gold necklace on the weighing machine and find it to be only 67 grams heavy. Interestingly, the jewellery piece looks like it should weigh around 150 grams. “That has been our goals with pieces kept all under 80 grams. Specific instructions have been given to karigars to reduce the metal used in dye,” he said, adding that this premium collection suits buyers with an annual income of Rs10-30 lacs.

Verma leads the digital wing of the brand and has strengthened visibility on social media to the extent of getting 4000-5000 leads from the platforms every month with a 14-15% conversion rate. This augurs well for the Mouni Roy collection, which already has campaigns running on YouTube, Facebook and Google. Verma also appears in some of the videos, demonstrating advantages of wearability of this range.

Each of these videos are getting at least 2-5 million views on YouTube. Verma claims that about 1000-2000 leads from potential consumers are generated from those videos. Those leads are also sharing contact details for price inquiries. With a celeb such as Roy as the face of this collection, the brand is gearing up for a full-blown campaign with about 50 hoardings, newspaper advertisement and ongoing social media operations for at least six more months to taste its success.

Written by Shubham Dasgupta

RJ exclusive