Charu Jewels’ experiential launch of the Dreamland Collection is a masterclass in storytelling

The campaign creates an aura around the collection, bringing to life the story of each design and transporting the onlooker to the fictional world that inspires the designs

Surat: The collection’s main motto is affordable luxury for styling everyday looks. The designs are a dream combination of pearls and diamonds, with hints of enamelling and colour gems lending a touch of playfulness.

Aangi Desai, Creative Director of Charu Jewels, who designed the collection and headed the idea of the launch video campaign, says she wanted the collection launch exclusive even though the range is affordable.

“The collection was introduced in-store and then shown online. Most pieces have been sold out because I wanted to keep them exclusive. So, only 30 or 35 pieces were made,” she explained.

The 18-carat rose gold jewellery line features Baroque pearls, gemstones, diamonds on rings, necklaces, and earring studs, ranging between Rs. 45,000 and Rs. 2,50,000. “Pearls link generations, as seen with maharanis and even today’s generation. They add to the exclusivity of the collection even as we ensure that no piece is repeated,” she maintained.

Computer-generated imagery (CGI) is catching up fast in the jewellery industry, and Charu Jewels uses it effectively to bring the collection to life.

The 3D storytelling also enables the viewer to see the jewellery on screen from different angles, which is only short of touching and feeling the jewellery at the store.

“The use of animation distinguished this launch from our previous ones, as we have never used this concept before, and it has had a significant impact,” added Desai.

The collection was first revealed at the brand’s San Valentino event, a gathering for millennial and Gen Z communities aged 35 and 40, including newlyweds who are avid jewellery lovers and want to learn more about their ornaments.

Desai intended to make the collection age-agnostic, as it appeals to individuals’ personalities and styles. “The collection is not for a defined age group. These designs also need no occasion, as they style up your everyday look.”

Speaking about how technology helps boost and promote jewellery, Desai said, “Technology certainly makes a difference by making information about the products easily accessible. It is easier to spread the word via social media.”

Desai reflected that trends in the jewellery industry are transient and that her future collections would feature unique gemstones, like the Dreamland Collection, which is centred around Baroque pearls.

Written by Aparna Bhowmick

Retail Jeweller India Exclusive