Vega Jewellers uses trunk shows in the US to build client base among Telugu-speaking diaspora

The latest shows are scheduled to be held in Portland and Seattle on February 1 and 2 respectively

Hyderabad: Fine jewellery brand Vega Jewellers has launched a series of trunk shows targeted at Telugu-speaking non-resident Indians (NRIs) across the United States, with the latest ones scheduled to be held in Portland and Seattle on February 1 and 2 respectively. Since June 2023, the brand has been organizing these exclusive exhibitions in regions with significant Telugu communities such as Atlanta, Dallas and Houston, offering a tailored shopping experience for its clientele.

The trunk shows, which are planned to take place every weekend in various US cities, aim to bridge the gap for NRIs seeking high-quality jewellery that they would typically purchase back home in India. The events generally display a selection of gold, diamond and uncut diamond jewellery, with a focus on designs that cater to the modern needs of NRIs, including minimalist and office wear pieces. 

This unique format has helped the brand build a loyal following within the NRI community, who value the opportunity to shop for high-end jewellery in their local neighbourhoods rather than having to deal with the complexities of international shipping.

“We’ve seen a very positive response to these exhibitions,” said Manideep Yechuri, Managing Partner, Vega Jewellers. “It’s become an important part of our strategy to engage with the Telugu-speaking diaspora in the US who want access to quality jewellery in the convenience of their homes.” 

These events are structured to provide a more convenient and familiar shopping experience, with prices displayed in Indian rupees instead of US dollars, and transparent billing practices that resonate with the community. “The clear breakdown of costs based on the rupee makes it easier for customers to understand what they are paying for and ensures no hidden costs. The transparency allows customers to feel secure that they are paying a fair price without inflated rates commonly seen with US-based jewellers,” explained Yechuri.  

The jewellery is curated to reflect the tastes and preferences of the NRI community, with pieces that are stylish, versatile and suitable for a range of occasions. According to the brand, many of the jewellery pieces on display are designed to meet the growing demand for lighter, more practical designs for daily wear, with collections ranging from chic chokers to delicate pendants. This shift towards more minimalist, affordable pieces has proved to be a hit with busy professionals and families who may not be interested in heavy, traditional wedding jewellery.  

Additionally, the brand has introduced a special bridal campaign, ‘Aha Kalyanam’, offering brides-to-be a selection of over 100 curated bridal sets for every occasion, including engagement, Sangeet and Haldi ceremonies. As part of the promotion, customers who purchase bridal sets will receive a complimentary engagement ring. This campaign has already gained significant traction, with more than 26 brides enrolled in its first week.

In addition to its flagship store at Hyderabad in Telangana and existing stores in Vijayawada, Kakinada and Visakhapatnam in Andhra Pradesh, the brand plans to expand its retail presence next year, with another store in Hyderabad and new locations at Eluru and Kothapet in Andhra Pradesh.

Retail Jeweller India News