The collaboration brings a differentiated jewellery experience to customers in Lucknow, especially targeting a younger audience that seeks modern, versatile pieces and values a designer label. It also positions the store as one that balances tradition with new-age design
Lucknow: Leading retailer BK Saraf Jewellers has partnered with Farah Khan Atelier to offer designer-led collections to customers in Lucknow. The collaboration brings a differentiated jewellery experience to the region, especially targeting a younger audience that seeks modern design with versatility.
According to the jeweller, the idea stemmed from a desire to bring something new to the market. “We wanted to give Lucknow a taste of designer jewellery,” said Shilpi Bansal, Director, BK Saraf Jewellers. “Farah Khan’s designs are different from what you typically find here, and we felt they would appeal to a more style-conscious audience.”
The store has observed that customers in Uttar Pradesh traditionally prefer more conventional styles. However, the collection has attracted interest from a younger group, including college students and working professionals who were previously less inclined towards jewellery shopping. “A lot of new generation women, who never considered buying jewellery, now find Farah Khan’s colourful rings and contemporary designs very appealing,” Bansal noted.
While the designs stand out, pricing remains a key consideration in the North Indian market. “We’ve kept the range in line with what our customers are comfortable spending,” Bansal explained. “We understand the mindset and have positioned the collection accordingly.”
Though footfallshave been consistent, Bansal pointed out that interest in the designer collection comes mainly from the elite segment of the brand’s clientele. “Everyone checks that counter, but purchases come from those who value the brand and understand what the product stands for,” she said.
The collaboration has also created a new positioning for BK Saraf Jewellers in the market as a store that balances tradition with new-age design. “We don’t want to offer what every other jeweller offers. We want to show that we’re open to experimenting, especially with concepts that cater to a different generation,” said Bansal.
With steady demand and positive customer response, Bansal showed confidence that the association with Farah Khan Atelier will continue. “It may take time to grow fully, but the initial traction is strong and promising,” she surmised.
Notably, brands such as Chosen by Tejpal Ranka, Kirtilals and Atarishi Minimalistic Jewellery by KK Jewels have earlier collaborated with Farah Khan Atelier, with considerable success.
Established in 1935, BK Saraf Jewellers is a legacy brand operating a single store in Lucknow. It is known for its fine jewellery and focus on quality craftsmanship.
Written by Achal Chaubey
Retail Jeweller India Exclusive
