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Cross-branding with Narayani Silks a boon for Rare Jewels By Ranka



Indian weddings are all about great traditional dresses (read sarees for most of the occasions) and bling. It is important to understand that both adorn the Indian woman equally well, which Rare Jewels by Ranka encashed recently. The luxury jewellery label collaborated with heritage saree brand Narayani Silks for a two-day exhibition-cum-event hosted at the Rare Jewels boutique in Pune.

Displaying some of the finest pieces by Rare Jewels alongside gorgeous silk sarees, both brands achieved a new promotional benchmark. Talking about the collaboration, Sheetal Ranka, director, Ranka Jewellers, Pune, said the family met the owners of Narayani Silks at a Diwali party around November. After a few days, the saree brand owners approached Ranka for a collaboration.

“They wanted to collaborate with a popular jeweller for a joint exhibition in Pune. Narayani Silks have clients from the political and bureaucratic background, which was a very good clientele for me. So, I decided not to invite my clientele to the exhibition,” said Ranka. Her aim was to catch the well-oiled clientele of a clothing brand that has not achieved the celebrity similar to that of ace Bollywood designers such as Sabyasachi.

The exhibition gave Rare Jewels a chance to present their gemstones and gold jewellery collections in front of a very lucrative target audience as they checked out the Kanjivaram, Dharmavaram, Chanderi, Pochampally, Kota and Garhwal sarees by the clothing label under the same roof.

The event has already proved to be profitable for Rare Jewels in the coming years. Certain guests at the event had proposed to hold similar events in the next year. Besides, Ranka thinks that a year-long consecutive collaboration with Narayani Silks can fetch the former about 30-50% of business from new clientele. Little wonder that she is also planning to collaborate with different designers later on.

Jewellery and clothing are the only two businesses doing good in the market, feels Ranka. “As marriages continue to happen in India, demands for jewellery and clothing can never vanish. So, almost all high-end brands are approaching jewellers for such cross-branding to cut costs and get new clientele,” she explained.

Besides the idea of cross-branding, social media promotion of the guests by rare jewels went a long way in impressing their potential clients. “Narayani Silks started their promotions a week before the event, but us, a luxury jewellery label, decided to do social media promotions extensively to attract the right clientele. We didn’t disclose names of the guests before the event,” said Ranka, adding that the brief social media reels of guests uploaded throughout the event generated curiosity. This apart, a space inside the boutique was decorated all green with flowers for guests to click images and post on their social media handles, thus boosting Rare Jewels’ branding further.


Courtesy: Retail Jeweller India News Service

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