Goenka India reaches out to connoisseurs with private preview of heirloom jewellery collections

The brand’s previews are curated in tandem with the location and the season, providing discerning customers with an opportunity to be the first to browse new and upcoming collections, in addition to personalized sessions on styling and design trends

Mumbai: After a successful event in Chennai last month, Goenka India organized an exclusive private preview of its bespoke heirloom jewellery at the brand’s lounge in Bandra-Kurla Complex, Mumbai on December 1 and 2. It was a prime event for discerning jewellery enthusiasts and connoisseurs of luxury jewellery in the city.

Goenka India’s private previews are carefully curated to match the location of the event and the season. The invitees to the previews are typically long-time patrons and potential customers the brand has personally been in touch with, and who have requested specific designs within a particular price range. When the brand crafts a bespoke piece or collection that might cater to their preferences, they are invited to be the first ones to browse at the high-profile events, says Nitin Goenka, CEO & Chief Designer, Goenka India.

“Goenka India’s designs utilize natural gemstones – each piece takes months to make, and no two ornaments are alike. Our clients have a distinct sense of style, well-informed about the market and know exactly what they are looking for. Many of them would like to possess a very unique piece, and would have to wait for a long time for something in that category to come along again. Our previews aim to provide our customers with what they are looking for as soon as possible,” he explains.

The heirloom jewellery preview was hosted keeping in mind the cosmopolitan customer base of Mumbai – a large fraction of which comprises South Indians who gravitate towards ornate pieces that can be treasured over generations.

The brand’s previews include a large range of jewels that tend towards a higher price range, corresponding to client’s preferences of luxury jewellery, exclusivity and staying ahead of the curve in terms of trends. Goenka India also displays smaller finger rings, bangles and earrings that can be purchased as add-on accessories.

“All of Goenka India’s best pieces are displayed at our previews. We also present sample pieces from our upcoming collections. Customers like the fact that they would get to see some designs first, even before they are stocked in stores. Hence, previews work well for people who want something fresh and unique,” Goenka adds. 

Each preview sees the brand’s team showing collections to visitors, as well as a private section which provides personalized one-on-one interaction and guidance for customers who are looking to make a serious, high-value purchase. “We help customers with styling their choice of jewellery with a particular outfit, conversing with them to tweak a piece that would fit their frame better, as well as with sizing and pairing it with other accessories. Previews become points of in-depth discussion, something that larger exhibitions do not hold the space for,” Goenka says.

The brand also receives feedback from visitors who frequent the previews, which helps them fill the gaps and address customer needs in their upcoming collections. Previews have helped Goenka India deepen engagement and relationships with their high-profile patrons and organically amplify reach through testimonials and the audience’s social networks.

Written by Harshita Kale

Retail Jeweller India Exclusive