How Sonal Narang, Creative Head, Hazoorilal Legacy, took the brand online 

Sonal Narang, Creative Head, Hazoorilal Legacy is a third-generation jewellery enthusiast, and the driving creative force behind Hazoorilal Legacy. A certified gemologist and jewellery designer from the Gemological Institute of America (GIA), she tells The Retail Jeweller how she identified a gap in the brand’s online presence and went about bridging it with a strategic plan

TRIGGER

Growing up in a family deeply rooted in the jewellery business, I was no stranger to its intricacies. However, my true immersion in the industry took place during my time in the United States. After studying at GIA and gaining valuable experience working with renowned names like Christie’s and Rappaport, I was exposed to brands like Van Cleef & Arpels, Harry Winston, Tiffany and others. I understood the paramount importance of marketing, especially in today’s digital age. On my return to India in 2014, I observed a significant gap in our online presence and realized the immediate need to establish a presence on platforms like Instagram, Facebook and Pinterest, and having a dedicated website. I started strategizing to implement plans to bridge the digital gap.

IMPLEMEN-TATION

I began an extensive research journey, exploring unique strategies that set us apart from our competitors. I initiated brand collaborations, orchestrated campaign shoots, curated look-books, hosted engaging events, and delved into various innovative avenues. Also, I brought in Search Engine Marketing (SEMs), Search Engine Optimization (SEOs), integrated advertisements, newsletters and other tools. Meanwhile, we welcomed celebrities like Athiya Shetty and Tara Sutaria as our brand ambassadors. I also worked with influencers like Dipa Khosla, Masoom Minawala, Sanjana Batra and others. Additionally, I dedicated my efforts to building an efficient e-commerce platform for our brand.

RESULT

Buoyed by our social media achievements and successful campaigns, I assembled a dedicated marketing team. Over time, the scope for marketing expanded and we enlisted agencies for different aspects of the work. This gave me time to pursue my other passion projects, including jewellery design, and thus my cherished Arika and Zoori collections – reflecting my personal style and authentic self – were born.

PLANS

In future, I am looking at continuous brand expansion, relentless innovation in keeping with the latest trends, international growth for Zoori and ensuring that global celebrities embrace it enthusiastically. My goal is to bring jewellery within reach for the millennial generation.