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Bariki’s shop-in-shop model offers Hindi belt stores trendy, quality jewelry

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The brand has partnered with more than 500 single-store retailers in the Hindi-speaking States of Punjab, Haryana, Jharkhand, Uttar Pradesh, Gujarat, Rajasthan and Bihar, in markets where there is a dearth of contemporary jewellery

Junagadh: When Junagadh Jewellery Private Limited ventured into the realm of jewellery retail 14 years back with the D2C brand Bariki, it was an addition to its luxury manufacturing wing, CVM, and the aim was to offer customers a personalized shopping experience, with access to trendy designs crafted from premium materials at competitive prices, all at one place on its website. 

Bariki has since thrived, successfully adopting the shop-in-shop model to reach a wider customer base and make contemporary design high-quality jewellery products with fine finish accessible to customers across the Hindi heartland, in markets where they were not readily available.

Today, the brand collaborates with more than 500 single-store retail jewellers across eight States as part of its shop-in-shop drive. Before the pandemic, Bariki was limited to Madhya Pradesh, Uttar Pradesh, Gujarat and Rajasthan. Now, it has expanded to Punjab, Haryana, Bihar and Jharkhand as well. As CVM caters to the B2B jewellery trade in high jewellery, Bariki brings end-consumers the same quality inventory in gold, diamonds and uncut diamonds, catering to the entire Hindi belt in Tier I, Tier II and Tier III cities. The brand, thus, caters to an upper-middle-class clientele where customers are very particular about the design language and relevance. The price range for Bariki products ranges from Rs 10,000 to Rs 12 lakh.

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“We are not into franchises. We are into shop-in-shops and work mostly with single-store owners. This functions as our retail brand, right from product design to promotions, and is totally different from our manufacturing business, in which the designs we create are sold under different retail identities,” says Jugal Choksi, Director, Bariki Jewellery.

Although customers in Tier I and Tier II cities can articulate their preferences well, in Tier III regions, it becomes the responsibility of a retailer to understand the expectations of a customer, and this is where Bariki Jewellery designs ensure faster conversions, says Choksi. “The Hindi belt is very diverse; and what becomes popular in Jharkhand, may not be the rage in Punjab. Bariki Jewellery provides support in terms of design and awareness to each of its retail brand partners to stay relevant in their markets,” he sums up.

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