SENSE Strategy & Design ups the ante for retail jewellers with distinctive brand-building solutions

Recent projects include the Vega Sri Gold and Diamonds NRI campaign, and store launches for Varaa Shree Jewels and Rathod Jewellers, where the company translated the vision of its clientele to reality, through a strategic approach to visual merchandising, digital marketing, and brand identity 

Mumbai: In an era of omnichannel presence, any retail jeweller would need comprehensive exposure online and offline – they need their décor done right, their display opulent yet minimalistic, and their communication exuding confidence. That is where SENSE Strategy & Design, a creative agency catering to the jewellery industry, has been charting new paths across India. Notably, the company has to its credit the Nita Mukesh Ambani Cultural Centre visual merchandising project. Keyur Rach, Founder, SENSE Strategy and Design, walks us through the major projects by the company in the jewellery retail sector. 

The latest project by SENSE Strategy and Design is setting up the Varaa Shree Jewels flagship store in Bengaluru. With the aim to make it a one-stop solution for bridal jewellery, Rach created the store design, marketing, brand strategy and development plan of the store, emphasizing the bridal trial space for customers to try out both jewellery and the bridal outfit before family and friends. 

Earlier, for Rathod Jewellers, SENSE created a store launch strategy, generating content in which they pushed store opening images and details across digital platforms and promoted it across the State. “Before the store launch, we planned an exclusive creative model shoot to display the new style of Rathod Jewellers. SENSE organized a blogger meet where approximately 10 bloggers with different followings created content for the brand online,” Rach said. 

The Vega Sri Gold and Diamonds NRI campaign was a digital campaign involving a pitch to the brand’s NRI clients shopping in India during the bridal season. “From click-bait captions and creative content to posting and promotions, we executed a digital plan that would showcase Vega Sri’s finest jewels to their existing and potential client base,” said Rach. 

Talking about their latest display at the Retail Jeweller India Forum (RJIF) 2024 on January 3, Rach said, “RJIF was a wonderful show for us. SENSE was able to reach out to and connect with many up-and-coming retailers. The pleasure of meeting like-minded individuals and the chance to introduce our brand to emerging players in the retail sector made RJIF an enriching and rewarding show for SENSE.”

When asked about the evolving landscape of visual merchandising, store promotions and brand identity, Rach said that the marketing approach was direct and product-centric earlier, but now it has evolved. “Brands are beginning to understand the importance of visual merchandising and a transparent display of products. Today, brands desire to become inspirational themselves, vying for content that makes them stand apart, right from their product display to their brand identity,” he added. 

Retail Jeweller India Exclusive