Sawansukha Jewellers Scaling New Horizons

Sawansukha Jewellers has recently launched a new outlet in Raipur, setting the highest standard for retail store experience in the city and among its six West Bengal stores.

Sawansukha Jewellers’ expansion into Raipur is a strategic initiative to penetrate new potential markets bordering East India. This decision is based on extensive research data, market insights, and analysis of customers visiting Kolkata from the central region. Managing Director Siddharth Sawansukha explains, “Besides data backing the decision, Raipur is one of the most modern tier-2 cities I have ever seen, making it an ideal location for our brand to connect with customers in a meaningful way.”

Heart of the market
The new 5,500 sq. ft. store is strategically located in Sadar Bazar, the central jewellery market in Raipur. This area, where established jewellers thrive, was the perfect choice for Sawansukha’s expansion. Siddharth emphasises, “Even though new markets are emerging, 80-85 per cent of the locals visit this area before finalising their jewellery purchases.”

Elevating experience
Sawansukha’s Raipur store is a standalone building with a modern yet minimalistic façade. Spanning two floors, customers are greeted by the brand’s signature red colour, which reflects the cultural significance of red in Indian weddings. This design choice establishes the jeweller’s dominance in the bridal space while creating an inviting atmosphere.

The interior design prioritises a customer-centric experience, featuring lounges where clients enjoy an interactive sales experience. This approach is a welcome departure from conventional over-the-counter selling, setting Sawansukha apart from other traditional jewellery stores in the city and its existing outlets in West Bengal.

“The store focuses on creating a new experiential retail concept. It also builds on the idea that bulky jewellery is not necessarily beautiful and that designer jewellery can be affordable.”

– Siddharth Sawansukha, Managing Director, Sawansukha Jewellers.

Crafting variety
Sawansukha’s Raipur store offers a comprehensive range of jewellery, with a strong emphasis on bridal collections. The offerings include plain gold, antique gold, rajwada gold, intricate jadau designs, and modern diamond pieces. While positioning itself as a premium boutique store for brides, the approach is inclusive; the price range starts from Rs. 15,000 and extends to high-end bridal pieces, accommodating both entry-level buyers and high-net-worth individuals. This commitment to variety reflects the brand’s understanding of Raipur’s diverse clientele and their purchasing power. The goal is to provide something for everyone, reinforcing Sawansukha’s reputation as a brand that values accessibility alongside quality.

Styling looks
At the core of Sawansukha’s identity is its commitment to stylish, modern designs that resonate with young brides. The brand aims to provide exceptional value by offering outstanding designs at competitive prices.
Sawansukha has two primary objectives: challenging the stereotype that designer jewellery must be expensive and demonstrating that bridal jewellery is not just about bulky sets but about pieces that stylise the bride for her special day. The brand is actively working to dispel the notion that bulky equates to beauty.

Siddharth articulates this ethos: “We strive to add value through our design and pricing strategy.” This philosophy is crucial in establishing customer trust and loyalty, allowing Sawansukha to strengthen its position as a bridal jeweller with panache.

Current plans
Looking ahead, Sawansukha plans to expand into three more cities, emphasising its commitment to growth. While specific locations remain undisclosed, ongoing construction signals a solid retail presence. The new Raipur store has received an overwhelmingly positive response, indicating strong community interest and promising prospects for customer relationships.

Written by Achal Chaubey