Ayushi Kasaraneni, Marketing Director, Vasundhara Diamond Roof, tells The Retail Jeweller how she built on her mother’s legacy by shaping a compelling brand story and positioning the label as a socially conscious choice for modern consumers.
Trigger
When I began my role as the second-generation, my vision was to craft a compelling narrative that would resonate with our discerning clients in India and the USA. This was rooted in a simple yet powerful idea — to honour women and celebrate art, inspired by my mother, a woman entrepreneur leading a design-driven line. Her work always approached jewellery design as an art form. Furthermore, our long-standing partnership with PV Sindhu, a woman known for strength and grace in the art of sport, was another source of inspiration. These culminated in the ‘Women Supporting Women’ and ‘Art Supporting Art’ initiatives, which weaved our brand’s story with exemplary women.
Execution
Through these initiatives, we aimed to spotlight the contributions of emerging artists and women achievers, through our brand’s legacy. In ‘Art supporting Art’, we collaborated with traditional weavers across India to showcase textiles like Paithani, Jamdani, and Banarasi alongside our jewellery in-store. We also worked with classical dancers and designed jewellery for the film ‘Shakuntalam’. We continued our partnership with PV Sindhu and introduced a special series titled ‘Tales with PV Sindhu’ during the launch of our flagship store. Under ‘Women supporting Women’, we championed female talent and entrepreneurship. A proud milestone was sponsoring rally drivers Bani Yadav and Pragathi Gowda. The latter placed 9th out of 60 in a motorsport event in Arunachal Pradesh—when few others offered support. For our Women’s Day campaigns, we share the inspiring journeys of entrepreneurs from our community, from interior designers to classical dancers, on Instagram. We also host regular networking events to foster a supportive, empowering space within our brand for women to connect and grow.
Result
These initiatives positively impacted our domestic and international audiences. While not always driving immediate sales, they have significantly boosted brand visibility, built emotional connections, and earned widespread respect. Clients are seeing Vasundhara as a brand rooted in culture and community, leading to stronger word-of-mouth promotions by customers. These results also affirm that purposeful intent will earn the trust and support of contemporary consumers aspiring to connect with meaningful brands.
As told to Mohini Pradhan
