S L Shet Diamond House launches first airport outlet, expanding brand presence 

The 200-square-foot store at Mangaluru International Airport marks the jeweller’s strategic entry into travel retail, with plans for expansion across 149 airports 

Mangaluru: S L Shet Diamond House has unveiled its first airport outlet at Mangaluru International Airport, marking a strategic fusion of retail and advertising. The venture, inaugurated by Member of Parliament Brijesh Chowta and supported by the Adani Group, is part of an ambitious vision encompassing 149 airport licences across India. 

Sharath Shet, Director of S L Shet Diamond House, reveals that the concept was two years in the making. He explains, “The idea was conceptualised two years ago, requiring extensive time to secure necessary licences. When the Adani Group approached us with this opportunity, we recognised it as a unique avenue to enhance our advertising reach.” 

What began as a branding exercise has evolved into a fully functional retail space. The 200-square-foot store, operational for over six weeks in the post-security arrival area, is already attracting customers from India and abroad. 

The brand has strategically curated its offerings to meet airport shoppers’ needs. Shet notes, “Unlike our traditional stores focusing on bridal and elaborate jewellery, this outlet emphasises convenience and quick purchases. Our airport collection, priced between Rs. 5,000 and Rs. 2,00,000, includes diamond rings, studs, and Mangalorean specialities like coral and pearl jewellery.” 

The store’s location at Mangaluru International Airport serves as a strategic hub, attracting travellers flying to Dubai, Kuwait, Mumbai and Hyderabad. The product selection, combining trendy designs with local cultural elements, offers visitors an authentic piece of Mangaluru to take home. 

While this outlet serves as a pilot project, the brand’s vision extends further. With licences secured for 149 airports, S L Shet Diamond House aims to expand its presence across key cities. “We are targeting major international airports and plan to upgrade our presence in at least four to five cities in the coming years,” says Shet. 

The launch garnered organic coverage in local newspapers, including Udayavani. Despite higher rental costs, the store’s performance metrics show promising month-on-month improvement, particularly among international travellers and NRIs. The brand offers personalised discounts to loyal customers and participates in Adani Group promotions, including trips to Bangkok. “Recently, a customer won a Rs. 35,000 holiday after purchasing a silver ring worth Rs. 3,000,” Shet adds. 

The brand is set to collaborate with Udayavani for a promotional event on 21st January, featuring a lucky draw.  

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive