Antara Jewellery makes a big splash with passionate men’s collection

Lately, men have been making fashion statements for their sartorial choices. The 21^st century man is unabashedly dressing up in choicest of apparel and accessories. And jewellers that have for eons been catering to women are now hard at work growing the pie of men’s jewellery segment. Case in point: Antara Jewellery. A while ago, the brand released a campaign on Diamond Divas! There latest campaign has the following tagline: ‘Why should Divas have all the fun?’

Indeed, this is a men’s jewellery collection. Speaking about this exciting dual-tone collection, Tejas Nagda, CEO, Antara Jewellery, says, “There is an absolute dearth of men’s jewellery across India. Each player in the larger Indian retail industry is yet to rise up to the opportunity to have a decent inventory on men’s jewellery alone. So, we thought of bringing up a range that caters to a broad male audience.”

The identifying factor of this collection is its strong motifs of elephants, tigers and everything that’s predominantly masculine and fits well with a 25-year-old and a 55-year-old easily. From rings, chains, pendants, bracelets, cufflinks to kurta buttons, this range is an amalgamation of adrenaline rush for ‘guys’ who think jewellery is ‘in’ and men who have always wanted to sport a gold chain. It’s also friendly from the price-point perspective, starting from Rs 25,000.

What’s more interesting is brand communication. The video commercial of the range on Instagram even has a popular F.R.I.E.N.D.S reference with the trademark Joey pick-up line “How you doin’!” That instils confidence for the customer base, which in this case, is the untapped reserve of men in jewellery. The brand has plans to collaborate with Bollywood celebrities on this range and plans to run the campaign till the end of August.

RJ Exclusive