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Banarasi Craft Goes Global



The trends have changed. Jewellery is no longer just bought as an asset, but has become an aspirational acquisition. It is now becoming an integral part and reflection of a consumer’s lifestyle and beginning to influence the way jewellers market it. The craft and the back story are as intriguing and important for customers as price and design.

Case in point

Shree Banaras Jewels’ recent participation in a luxury experience platform targeting the elite, who aspire to living luxuriously. The first-of-its-kind show in Varanasi targeted the upper echelons of society through almost 20 different luxury categories, including real estate, automobiles, luxury clothing brands, etc, spread across 40,000-50,000 sq ft.

Speaking about the partnership, Rajat Agarwal, Director, Shree Banaras Jewels, said, “In Varanasi, we have only had 100 % hand-crafted, gulabi meenakari jewellery. The craft originates from this city but it is less known to the world outside. We too have not been able to promote it successfully across the country. Although gulabi meenakari has a rich heritage that is connected to the city, its culture and art, people are still unaware about it. So, we used the platform to promote these exquisite pieces – a modern day luxury — and raise awareness about its exclusivity.”

Keeping the exclusivity factor intact, which bodes well with the elite class, the invite-only show had more than 1,500 visitors from various parts of the country and abroad. For the jeweller, the two-day show was a never-seen-before opportunity to highlight the glory of the meenakari craft and Shree Banaras Jewels’ specialization in it.

Many jewellers are offering new variants of gulabi meenakari in the market and charging a premium. However, “it is not even close to the original beauty and intricacy of the work from Banarasi, which is very delicate and fine,” says Rajat.

Therefore, one the biggest draw was the opportunity to engage with  consumers who came in from outside the city. “Not only did it help in imparting knowledge, but also building brand awareness. We have received a lot of enquiries at the show,” Rajat added.

The exhibition also had a separate fashion segment where models walked the ramp in jewellery by Shree Banaras Jewels. The show was extensively promoted on print media, along with 15-16 outdoor hoardings and social media promotions.

Courtesy: Retail Jeweller India News

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