The partnership gave the brand access to premium customer segments from the designer’s network
New Delhi: Isvari India recently associated with designer Sahil Kochhar for a campaign shoot that brought together his couture and the brand’s jewellery, styled together. The initiative aimed to position Isvari’s jewellery within a fashion-led narrative.
The collaboration marks the beginning of a long-term association, anchored in an upcoming launch. It also set the stage for future projects, including a new offering that is yet to be formally introduced to the market. The partnership aimstobring together both the brands for new collections and customer-facing initiatives.
Manik Jain, Director, Isvari India, said the association was driven by an alignment between the two brands. “This initiative allowed us to present our jewellery alongside couture in a format that connects with customers who engage with both fashion and jewellery,” he said.
The association gave Isvari India access to a wider customer base, particularly new customer segments from the designer’s network. According to the company, the initiative helped the brand engage with audiences in New Delhi and other markets where couture-driven consumption is strong.
The partnership allowed Isvari India to reach customers who may not encounter the brand otherwise through conventional channels.Jain noted that the association also supported brand recall by placing Isvari India within a different consumption context. “Working with Sahil Kochhar gives us access to a customer segment that values design and craftsmanship, which helps in building stronger connections and increasing awareness of the brand,” he said.
Retail jewellery brands collaborating with couture designers is an industry trend. These partnerships enhance brand perception by bringing in a distinct design language and fashion credibility, helping retailers tap into premium customer segments.
By aligning collections with bridal and couture narratives, brands create stronger story-telling and product differentiation. From a business perspective, such collaborations drive higher ticket sizes, improve visibility through fashion platforms and attract new customers.
Isvari India operates a single flagship store at Defence Colony in New Delhi, and focuses on larger diamonds and gemstones.
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