The decision to introduce a men’s silver jewellery section was based on consistent enquiries for accessories suited for occasions and personal use
Kanpur: Aaina– the tribal, bridal and contemporary silver jewellery brand by Baijnath Jewellers–has introduced a dedicated men’s silver jewellery shop-in-shop space within its showroom, marking an expansion into a category driven by changing consumer demand and gifting needs. The launch, held in Kanpur, was attended by customers and guests, with actor and narrator Vijay Vikram Singh of Bigg Boss fame present at the event, adding visibility and regional relevance.
The decision to introduce a men’s silver jewellery segment was based on consistent enquiries for accessories suited for occasions and personal use. The brand identified a gap in the market where men’s jewellery was not presented as a focused category within retail environments. By allocating a dedicated section under Aaina, the brand has created a defined space for this segment within its store.
The brand’s offering includes products such as cufflinks, kurta buttons, sherwani buttons, coat buttons, bracelets, chains and brooches. All pieces are designed in silver, with pricing starting from Rs 4,000–Rs 5,000 and extending up to Rs 50,000. This range allows the brand to cater to both entry-level buyers and customers seeking higher-value pieces within the same category.
Dilip Kumar Agarwal, CEO, Baijnath Jewellers, said, “We saw a clear demand for men’s accessories and identified that this category was not being addressed as a focused offering, which led us to introduce a dedicated men’s jewellery section at Aaina.”
The launch also leveraged social media to extend its reach beyond the store. Content from the event, including the presence of Vijay Vikram Singh, was shared across platforms to engage audiences familiar with his work as the narrator of Bigg Boss. This association helped the brand connect with a wider audience base while reinforcing its local identity in Kanpur. The digital push supported awareness for the new category and directed attention to the in-store experience.
Launching a new category through an in-store event supported by a celebrity enables brands to generate immediate attention and footfalls. It creates a point of differentiation within the local market and encourages customers to experiment with a category that is still developing. When combined with digital amplification, such initiatives contribute to customer acquisition by reaching new audiences while engaging existing ones through updated offerings.
With plans to expand the category further, Aaina’s men’s silver jewellery segment reflects a shift in merchandising strategy, where defined categories and targeted launches are used to strengthen market presence and drive growth within emerging segments.
Baijnath Jewellers’ journey began in 1924, and today, its legacy spans five generations. The brand operates three stores in Kanpur, including its two sub-brands, Viya by Baijnath and Aaina by Baijnath.
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