Fedha by Challani is gateway to pretwear and daily-wear for lovers of silver jewellery in Chennai’s Selaiyur area  

The brand’s 1,400 sq ft showroom is located in Selaiyur and aims to tap into a new market in a part of the city not reached by it earlier 

Chennai: Challani Jewellery Mart recently embarked on a new journey with the launch of Fedha by Challani, an exclusive showroom dedicated to all things 92.5 silver. Located in the Selaiyur area of Chennai, the 1,400 sq ft showroom aims to tap into a new market in a part of the city not reached by the jeweller earlier. 

While Fedha is a silver jewellery store launched by the brand, Lille is a minimalist gold and diamond jewellery store that was flung open to the public at VR Mall, Chennai this year. The two stores are about 20 km apart, catering to two very specific target groups of customers.  

Talking about Fedha, Goutham Challani, Founder & Director of Challani Jewellery Mart, says, “We do have silver products and artefacts at our showroom in T. Nagar, named Challani House of Silver, and we sensed a market that needed to be tapped in this part of the city. People who can’t afford gold are looking for something similar to gold, but not at that steep a cost. Customers buy 4-5 gold bangles for a wedding, but the affordability of silver allows them to buy more for a similar budget.” 

Fedha was launched with the main motto of enabling everyone to wear jewellery, where silver becomes a good alternative to gold. The showroom, inaugurated by actor Aishwarya Rajesh, houses a diverse collection of party-wear as well as daily-wear jewellery pieces. With escalating gold rates, there is a huge potential for silver jewellery and party-wear is a category that silver can do particularly well in, believes the retailer.  

With an uncongested location easily accessible by two-wheelers and four-wheelers, Fedha by Challani prioritizes a cosy ambience. “Right from valet parking to home service, we go above and beyond to make customers feel at home. Customers are always greeted by the security guard as they walk in and then guided by the floor staff who understand their needs. Once they relax, we provide refreshments as per customers’ choices. That’s when the customer develops a liking for the brand and proceeds to choose jewellery,” he explains.  

The visual merchandising project incorporates lush greenery, relaxing the customers further. Within just two months of its launch, the retailer saw about 40,000 people walk into the store, with word-of-mouth promotions by its existing clientele serving as the most important factor.  

“My target group is the young crowd in the 18-26 year age group, who want to indulge in impulsive purchases and the middle-class crowd. People buy silver and then think of upscaling to gold, which is when they plan to start savings schemes. Thus, silver is a great gateway and Fedha is making its mark in the hearts of silver jewellery lovers in the city,” Challani states. 

In April 2013, the first flagship store of Challani Jewellery Mart was launched in a tranquil part of the T. Nagar locality. Eleven years later, the brand has five showrooms and is coming up with another store in Coimbatore.  

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