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NAC Jewellers catch attention of clusters across generations with Heirloom Stories



NAC Jewellers catch attention of clusters across generations with Heirloom Stories

As generations proceed, tastes change, but jewellery is one of the few assets that appreciates its value. So, it’s only natural to recycle old jewellery to suit current tastes, which is something jewellers have been doing for long in exchange of making charges. For the first time, a brand thought of concentrating all its might into redesigning heritage jewellery with no redesigning charge involved. Everyone took notice of NAC Jewellers, Chennai.

There was a workshop named Heirloom Stories, held in the showrooms of T Nagar and Mylapore of the brand, from 6th to 10th October. “This was a one-off activity, as we have been getting a lot of requests from people to redesign jewellery on a larger scale. We partnered with Designers of India, an organisation of jewellery designers from across the country who specialise in all categories of jewellery,” said Toji Thomas, Head- sales and operations, NAC Jewellers, Mumbai.

As part of the process, the only amount that the jeweller charged customers for was that of the value of precious stones and metals added and the labour. Since this activity was dedicated to redesigning jewellery only, Heirloom Stories amassed high interest from customers in and around Chennai. “We even got redesigning orders from customers abroad who would be flying in to Chennai in December,” said Thomas.

Weekends witnessed good customer footfall. Offering expertise in every form of jewellery made in India, NAC Jewellers created a strong impression amongst existing and future customers. A lot of cross-selling also happened as customers were introduced to the latest and versatile Maharani collection by the brand.

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