Batukbhai Jewellers – A Cross-Retailing Revolution

Batukbhai Jewellers’ 15,000 sq. ft. new store blends bespoke jewellery with high-end clothing under one roof. Identifying the market gap in Nagpur, the store satiates every need of an evolved customer still seeking a luxury couture experience in a tier 2 city like Nagpur

In response to Nagpur’s customers venturing to metropolitan cities for designer jewellery and attire, Batukbhai Jewellers seized the opportunity to bring luxury retail closer home. Their ambitious plan materialized a 15,000 sq. ft. four-storeyed store, introducing two sub-brands: Batukbhai Select, specializing in couture jewellery, and Eclat by Batukbhai, a multi-designer clothing store. This move aimed to provide an exclusive place for brides and jewellery enthusiasts, filling the void in Nagpur, commented Mohit Sheth, Partner, Batukbhai Jewellers while interacting with The Retail Jeweller India Magazine.

“By integrating curated designer apparel without exquisite jewellery offerings, we want to cater to our existing clientele and attract an untapped market”

Mohit Sheth, Partner, Batukbhai Jewellers, Nagpur

Highstreet Magnet

Situated on Nagpur’s high street, the store operates from Shankar Nagar, known for its accessibility and convenience. The store was purposely built here, with ample parking and wide, green-lined roads so customers could enjoy a hassle-free journey, just 10 minutes from any prominent locality. The standalone store ensures easy access, eliminating concerns about finding the location. This location on the high street of Nagpur enhances its visibility and prominence in the city’s retail landscape.

Transformational Touchpoints

The four floors of the store offer unique experiences, each distinct from the other. The ground floor has a refreshing peach and golden colour scheme, complementing the allure of gold jewellery while maintaining a light and fresh ambience. On the first floor, Batukbhai’s Select’s bridal lounge stands out with bold colours, featuring podiums and mirrors for brides to see their complete look. Meanwhile, the diamond section on the same floor offers innovative experiences like standing jewellery displays and magnetic walls, allowing customers to try on, touch, and feel the jewellery on their own. The upcoming second floor is to be revealed during Diwali, adding to the curiosity of regular patrons of the brand. The third floor hosts Eclat, a multi-designer clothing store with collaborations with over 40 renowned designers, while the fourth floor serves as an event space for regular gatherings.

Le-exclusives

Batukbhai Jewellers has a range spanning from antique, gold, and diamonds to Italian and Turkish designs and bespoke designs. their pieces cater to individuals seeking to make a statement. Even within diamonds, they offer designer pieces, including elaborate nose rings. Primarily a bridal store, Batukbhai also feature designer everyday jewellery. From lightweight to heavy items, pieces are from 1 gram to 1200 grams, with Polki pieces priced up to 2 crores. Notably, heavy Haslis are in trend, with Batukbhai offering high-end designer variations featuring emeralds and polki diamonds, selling at 30-40 lakhs.

The Philosophy

Batukbhai’s elite customers value individualism and seek pieces that resonate with their persona. To that end, Batukbhai is leaving no stones unturned to provide a platform for self-expression, offering jewellery that symbolizes personal identity and allows customers to relate to their adornments. With their venture in cross retailing, they want to satiate every need of an evolved customer still seeking a luxury couture experience in a tier 2 city like Nagpur.

Road Ahead

Batukbhai Jewellers’ current focus revolves around marketing among young brides and jewellery enthusiasts about their newly established high-end luxury store in Nagpur. Through targeted marketing initiatives, they aim to communicate the availability of premium luxury within Nagpur and work on something innovative for Nagpur’s customers, which will be revealed during Diwali.

Written by Maithili Patange