With MRMD Perfume London, the brand aims to connect jewellery, apparel and fragrances into one lifestyle offering
Bengaluru: Mr. MD, the men’s jewellery and accessories brand launched by Mohammed Dilshad, Director of City Gold and Diamonds and CEO & Founder of Kevabox, has entered the global fragrance market with the launch of MRMD Perfume London, a sub-brand positioned to complement its existing jewellery offerings.
Initially established with silver and diamond accessories for men, Mr. MD later expanded into apparel and established presence in Kevabox stores through the shop-in-shop (SIS) format.
Notably, Kevabox is a modernistic retail initiative by City Gold and Diamonds, a brand with a legacy of over 25 years and a strong customer base across multiple store locations in Kerala and Karnataka. Kevabox currently operates six stores and has been positioned as a lifestyle destination, offering curated brands, including Mr. MD.
The new perfume line marks another step in broadening Mr. MD’s lifestyle platform, with the brand now offering jewellery, accessories, apparel and fragrances under one umbrella.
Unveiled on Mohammed Dilshad’s birthday, the perfume collection includes ten Eau de Parfums priced between Rs 1,599 and Rs 1,999. Designed as unisex blends, the fragrances feature both Arabic oud and French compositions, aimed at a consumer base aged 20 to 60.
Explaining the move, Mohammed Dilshad, Founder, Mr. MD said, “Mr. MD began with the idea of giving men access to accessories like bracelets and rings, something not widely available earlier. Perfume is a natural extension because personality today is not only about what you wear but also how you present yourself. With MRMD Perfume London, we are connecting jewellery, apparel and now fragrance into one lifestyle offering.”
The perfumes will be sold online, through SIS formats in India, and with planned launches in London and Dubai. Dilshad added that the brand has already received collaboration enquiries from apparel and designer wear brands. “When a customer visits our site, they can shop jewellery, apparel, and now perfumes. It allows us to offer a complete platform for self-expression,” he said.
For the first year, the brand is targeting revenues of Rs 25-50 lakh from the perfume line, with future expansion into related lifestyle categories such as shower gels and grooming products.
Mr. MD is witnessing steady growth. The brand’s next step will be to pursue a funding round once it achieves further expansion in the online market, said Dilshad. Plans also include entering malls and high-street retail stores to strengthen its physical presence.
Written by AchalChaubey
Retail Jeweller India Exclusive
