Popley Eternal launches the Spotlight collection, attracts young consumers seeking colourful jewellery

The collection, crafted with 18kt gold and semi-precious stones also comprises some statement rings and earrings, and a few of the limited-edition ornaments have been designed for only a couple of occasions

Mumbai: Making jewellery that appeals to their aesthetic sensibilities takes time, effort and a deep understanding of what the consumers want. Popley Eternal, a legacy jewellery brand based out of Mumbai, therefore, came up with the Spotlight collection that reflects the mood of the current generation of customers.

The brand has been actively promoting Spotlight on social media since it believes that is where the young jewellery enthusiasts are at. Even though Suraj Popley, Director, Popley Eternal, states that the collection is a hit among customers of different age groups, it has attracted a number of young consumers who want to add a pop of colour to their personal jewellery collections. Spotlight also comprises statement rings and earrings, and a few of the limited-edition ornaments have been designed for only a couple of occasions.

“The spotlight collection is more for the younger generation. Although it is popular among customers of all ages, we had the former target audience and their preferences in mind. We have used bright and happy colours of various semi-precious stones, so that one feels happy when they look at the jewellery and wear it,” Popley said.

Keeping in mind the audience Spotlight was curated for, the brand chose to use 18kt gold and semi-precious stones to keep the collection affordable. Popley commented that adding precious stones would raise the cost of the collection and they wanted this to be a fun collection that youngsters would want to enjoy wearing. 

He added, “Most people prefer this collection for their cocktail parties, wedding functions, and for its versatility. Since they can club it with any outfit of their choice; there is no restriction. The design is quite modern and more wearable.”

Even though it’s not a wedding-specific collection, it has caught the attention of brides. According to Popley, customers also want more out of their jewellery and hence, prefer jewellery that they can always wear and not just store in the lockers. The collection will be available at the brand’s jewellery showroom. 

Retail Jeweller India News