JKJ Jewellers (Rajkumar Mosun Group) enhances bridal jewellery shopping with Shagna’s 4-in-1 range

It encompasses antique, temple, diamond and Rajputi jewellery, thus providing its target audience with ample choices in a single collection for this wedding season

Jaipur: The wedding season is on and every jeweller is giving their best to innovate and come up with versatile collections. JKJ Jewellers (Rajkumar Mosun Group), a family jewellery brand with over 150 years of operations, has accurately strategized its bridal jewellery promotions with one grand collection titled Shagna, which houses the four verticals of Rajputi, antique, temple and diamond jewellery.

“When families come to buy bridal jewellery, they don’t have just one set in mind. They come to choose from a plethora of options. It might so happen that they don’t like the kind of jewellery they had set out to buy in the first place. As a jeweller, it’s our duty to provide all kinds of options without creating confusion,” says Krishna Mosun, director of JKJ Jewellers (Rajkumar Mosun Group). “So, we brought out Shagna, in which all the four verticals have equal SKUs, for customers to choose from a spectrum of designs from bridal to semi-bridal, from traditional to contemporary,” he adds.

Shagna serves two purposes for the brand. Firstly, it brings together the entire offerings of the brand in the bridal segment under one umbrella, which in turn optimizes staff performance and increases sales. Secondly, the collection solves the pain point of brides having to wear heavy, and thus uncomfortable, jewellery sets by innovating the design. “The design makes the collection pieces appear bigger than their actual weight. Some of these lightweight jewellery pieces look as if they are of 200-250 grams but actually weigh around 80-90 grams,” Mosun maintains.

Customers rely heavily on designs available on social media to make their decisions even before looking at the inventory in a store, which has prompted Mosun to come up with Shagna, which includes all possible jewellery design variations for Indian weddings.

The brand has three stores across Jaipur at Tonk Road, Malviya Nagar and Vaishali Nagar, but sees a healthy customer acquisition of 20-25% from online platforms. These factors have propelled the brand to upgrade its stock in line with evolving consumer preferences, especially of the youth.  

Written by Ashwin Bose

Retail Jeweller India Exclusive