Sri Krishna Diamonds and Jewellery celebrates nostalgia with its ‘Barbie Bride’

Timed with the release of the movie ‘Barbie’, the collection, which is not only for lightweight jewellery lovers but also for those shopping for wedding jewellery, has created a lot of buzz on social media, as it is easily relatable for millennials

The thrill of owning a Barbie doll is deeply etched into the memories of thousands of millennials in India who can now relive their childhood through Sri Krishna Diamond and Jewellery’s ‘Barbie Bride’. The curated collection comprises diamond and gold jewellery embellished with pink and magenta kunzite and tourmalines in sync with the Barbie theme, appealing to a generation that adored the beautiful doll back in the day. Though timed with the release of the movie ‘Barbie’, the brand is not using the movie to promote this collection.

Kishan Surana, Partner, Sri Krishna Diamonds and Jewellery, says, “We were inspired by the Barbie concept when we went to the United States and saw Barbie-themed stores. Even people would go to the salon and get their hair done like Barbie. Recollections of growing up with the doll have always been close to consumers’ hearts and even now, people are quite attached to those memories.”

According to Surana, the collection was created after quite a bit of research since it was necessary to understand not only what consumers liked, but also what they could relate to. Unlike today, where youngsters have multiple options in characters and games, Barbie was the most preferred and admired doll in the 1980s and 1990s.

The jewellery collection revisits the concept of Barbie during a time when this particular base of consumers is taking bigger decisions in life, like planning their wedding jewellery or adding precious jewellery to their personal collections. “The diamond and gold jewellery from the Barbie collection adds value to their lives by bringing back their most cherished and innocent moments that ultimately, become part of their big day,” says Surana.

Lightweight jewellery is in and the Barbie Bride collection highlights this aspect. “The whole idea of Barbie Bride is about what is in trend. It is jewellery that people admire and it adds value to their lives. We have a collection with diamonds and even plain gold jewellery for the young and teenage customers who dream about owning precious jewellery. Prices start from Rs 2 lakh and go up to Rs 20 lakh,” Surana says.

In South India, the tradition of owning jewellery starts early with the celebration of momentous occasions like the half-saree ceremony and progresses to much more elaborate occasions such as weddings. Therefore, jewellery for daily wear is not the sole focus for consumers in this part of the country – they seek out designs that also help them feel good on any occasion and at all times. “That is what the Barbie Bride embodies with chic and exquisite designs that appeal to today’s generation,” says Surana.

Sri Krishna Diamonds and Jewellery is marketing the Barbie Bride collection through social media and Surana is upbeat about the kind of buzz it is creating. “This is a nostalgic and exciting experience for people, which has brought in a lot of footfalls into our store. Moreover, we are placed in a prominent commercial hub in Bangalore. And here, we are getting to see all those who have grown up with Barbie dolls getting fascinated by the collection,” he explains.

Going forward, Sri Krishna Diamonds and Jewellery plans to take the nostalgia concept ahead, and launch more collections on those lines.

Written by Aparna Bhowmick

Retail Jeweller India Exclusive