House of Aadyaa’s ‘Daftar’ event showcases corporate styling with silver jewellery

The event saw a lot of immediate purchases, underlining the brand’s belief that customers rely on the touch-and-feel factor before buying jewellery

Bengaluru: Jewellery plays a transformative role in the daily lives of office-going women, helping them style, adapt and elevate their overall look for the day. Embracing this idea, House of Aadyaa, a 925-silver jewellery brand, hosted an event at their Indiranagar store in Bengaluru, inviting loyal customers to explore how the brand’s pieces could seamlessly integrate into their professional wardrobe.

The event, aptly named ‘Daftar’, the Hindi word for ‘office’, attracted around 40 women from diverse professional backgrounds who had the opportunity to have their office jewellery styled.

Sayalee Marathe, Founder, House of Aadyaa, said, “We collaborated with Sayali Rajadhyaksha Sarees to create complete, cohesive looks for our clients. Women from our customer base shared their preferences and styling needs, allowing us to personalize their experience.”

With a catalogue boasting over 2,500 unique designs, House of Aadyaa began as an online brand in 2013, steadily growing its loyal customer base through social media. The success of this digital-first strategy led to the launch of its first physical store in Pune in 2015, followed by expansions in Mumbai and Bengaluru. The brand continues its growth journey, with a new store set to open in Kothrud, Pune, towards the end of December, 2024.

“Silver jewellery has emerged as the preferred choice for professionals seeking lightweight and stylish pieces to complement their outfits. Bengaluru, as a vibrant corporate hub with a youthful workforce, was an ideal location for this event. Many attendees not only enjoyed the styling sessions but also made immediate purchases,” Marathe added.

The brand’s initial focus on online retailing allowed customers to browse and purchase jewellery from the convenience of their homes. However, the launch of physical stores emphasized the importance of a tactile and experiential approach to jewellery shopping.

For many customers, the ability to touch, feel and personally evaluate a piece of jewellery is a critical part of the decision-making process. At Daftar, this sentiment was clearly reflected as attendees eagerly explored the designs on display, trying on various pieces to envision how they would complement their overall appearance before making a purchase.

The brand acknowledged that pairing sarees with complementary jewellery is a meticulous and time-intensive process, requiring attention to detail and a personalized approach to styling. To ensure that each customer received a high-quality experience, they decided to limit the event to a select group of attendees.

According to Marathe, this exclusivity allowed the team to better manage individual preferences and provide tailored recommendations for jewellery customization. By keeping the event intimate, the brand aimed to create a more personalized and focused environment, ensuring that each customer felt valued and their unique style needs were met with precision and care.

Through ‘Daftar’, House of Aadyaa demonstrated its objective to create meaningful experiences for its customers, blending style, functionality and personalization.

Marathe added that the brand’s customers reacted positively to this initiative and showed enthusiasm at the event, making suggestions for new jewellery designs that they had in mind.

Written by Aparna Bhowmick

Retail Jeweller India Exclusive