With new store in industrial hub of Coimbatore, Sumangali Jewellers targets customers in developing region of the city

The brand’s flagship store is in the traditional part of Coimbatore, while the new store is located in Gandhipuram area, a commercial hub. To commemorate its launch, the brand has launched a collection of micro-Nakshi jewellery 

Coimbatore: Sumangali Jewellers recently launched its third showroom in the bustling industrial region of Gandhipuram in Coimbatore, with an aim to reach out to new customers coming into the developing region of the city. The inauguration ceremony was attended by top management and customers who have been the brand’s trusted patrons since its inception in 1979.

“In every city, there is a concept of old metropolitan area and new metropolitan area. Our flagship store is in the traditional part of Coimbatore, while Gandhipuram area is a commercial hub. Our third store at Cross Cut Road, Gandhipuram helps us reach out to more customers in the developing region of the city,” said V Senthil Kumar, MD, Sumangali Jewellers.

Over the years, Sumangali Jewellers has been catering to the vast market of the Kongu belt or Kongu Nadu, comprising Coimbatore, Kolachi, Erode and surrounding areas. Customers in the Kongu belt are avid patrons of Nakshi jewellery, or fully handmade temple jewellery. The brand used to have its in-house Nakshi manufacturing factory that took care of 50-60% of its Nakshi inventory, thus commanding exclusivity in the region.  

To commemorate the launch of the new showroom, Sumangali Jewellers has launched a collection of micro-Nakshi jewellery. The intricate work is visible when one zooms in with a camera. The new store has three operational floors, each having 3,000 sq. ft area. “We have an antique boutique on the first floor, with aesthetic antique jewellery. The second floor houses our Vajra diamonds, and the third floor is dedicated to Italian jewellery of men’s chains, other gold items and studded jewellery. We have been stocking Italian jewellery for the past 3-4 years,” said Senthil Kumar.

The brand has been a strong proponent of word-of-mouth promotions, although it has built up a strong follower base on social media too during and after the pandemic. The brand now enjoys a healthy volume of organic social shares, with many customers tagging them on social media while posting photographs featuring their jewellery. The target audience of the brand comprises customers in the 20-35-year age bracket, which is a strong group for bridal jewellery purchase. 

The brand’s 11,000 sq ft flagship store is located at Town Hall, Raja Street in Coimbatore. The second store, started in 2011, is also located in Gandhipuram, and stocks Sumangali Jewellers’ silver antique sub-brand ‘Silver & Silver’. The newly inaugurated third store has the same collections as the flagship store. With its highly segmented jewellery verticals, it aims to provide greater ease of shopping to its evolving base of customers.

Retail Jeweller India Exclusive