The Rare Edit by Sheetal Ranka surprises Pune’s HNI base with luxurious collaborations

Brand identifiers are the key to lasting industry recognition today. With several family jewellery brands catering to the mass and the class with different showrooms, it all boils down to unique services and experiences. Sheetal Ranka, co-founder, Ranka Jewellers, Pune, made a commendable mark in contemporary bridal jewellery market through The Rare Edit, a 5-day event held at the Rare Jewels boutique store, which provided a complete makeover package to brides and grooms of the elite class.

“Brides are more fashion-conscious because of social media penetration and look for premium wellness, clothing brands and other services leading up to the wedding. Providing all of that under one roof, I decided to partner with noteworthy brands in fashion, lifestyle and wellbeing for the event,” said Ranka. 

Designer boutique brand Mala and Kinnary and premium wellness brand The Wedding Clinic (TWC) joined forces with Ranka for The Rare Edit at the Rare Jewels showroom in Karve Road from 9-13 October, evoking an emotional experience for around 250 select families in and around Pune invited. The event was open for all. “A lot went into curating the invitation platters. It consisted of branded cushions, a platter with a Rs5000 gift voucher from TWC and other goodies that impressed the HNI clients,” she maintained. The package also contained handwritten, personalized cards for a stronger connection.

At the event, the brand launched exquisite, one-of-a-kind ranges in daily wear, festive wear and bridal. Guests got to explore the luxury couture collections by Mala and Kinnary as amny among them availed the attractive bride and groom sessions offered by TWC at their clinic.

Besides, the brand engaged viewers on social media with personalized interviews of Sheetal Ranka, wherein she talked about her vision for The Rare Edit. This was followed by a guest interview of Kinnary Panchamiya from luxury brand Mala and Kinnary. The combined promotional push resulted in almost 90% of new walk-ins for Rare Jewels.

The event has resulted in collaboration enquiries from celebrity makeup artist Amrit Kaur and couturier Shella Khan, which are only two amongst other notable requests. The brand is also seeing organic social media tags by its customers wearing the pieces. “Such digital impressions of our existing customers flaunting our jewellery relates to our target audience on a deeper level than any given celeb shoot. We are getting new enquiries about our jewellery and our brand value has strengthened because of the Rare Edit. We plan to carry it out annually with new collaborations and surprises for our customers,” concluded Ranka.

Written by Shubham Dasgupta

RJ Exclusive