Kicky & Perky collaborates with fashion influencer Sufi Motiwala, boosts brand reach

Recognizing the far-reaching impact of a collaboration with a prominent fashion influencer, the jewellery brand banked on Motiwala’s humorous and insightful commentary

Mumbai: With enduring trends increasingly originating on celebrity social media feeds, audiences are turning towards fashion influencers such as Sufi Motiwala, whose humorous and insightful discourses dissect trends, provide advice with dexterity without jargon to embrace the Gen-Z mindset. Jewellery brand Kicky & Perky recently collaborated with Motiwala to introduce their versatile collections. 

Motiwala introduced Kicky & Perky as a cute homegrown brand which can help one ‘get one’s bling on’ for multiple occasions. Motiwala took the opportunity to capitalize on the traction generated by International Men’s Day on November 19 and introduced the brand’s extensive men’s jewellery collection.

Amidst the wonders of the Christmas and year-end season, the ‘W’ in winters also stand for weddings, as rightly pointed out by Motiwala. He picked out his personal favourites from the Wedding Bliss collection and dainty earrings from their Indian Beauty collection. “If I had piercings, these would be on my earlobes right now,” chuckles Motiwala in the reel – encouraging the younger customer demographic whose preferences tend towards lightweight and gender-fluid jewellery to gravitate towards Kicky & Perky’s collections. He also spoke of collections such as ‘Sassy Silver’ and ‘Classy Kundan’ – hinting at the affordability of the ranges.

Talking about the collaboration, Aditi Khandelwal, Co-owner, Kicky and Perky, said, “Instead of choosing a conventional strategy, we decided to collaborate with Sufi Motiwala, who has been appreciated by several celebrities such as Karan Johar. Sufi’s heterogeneous audience of urban GenZ and millennials seamlessly aligns with a significant segment of our target market. We advocate fashion and jewellery inclusivity across genders and his unisex approach ensured that our campaign deeply connected with our intended demographic.”

As an emerging pure silver and kundan jewellery brand, Motiwala’s reel helped the brand with over 2,63,000 plays and reached over 1,55,000 accounts on Instagram, thereby generating extensive visibility. Soon after this collaboration, Kicky and Perky crossed the 10,000 follower-mark on Instagram. 

“Our DMs and comment sections were flooded with inquiries and appreciation from users. Earlier, we collaborated with micro-influencers such as Tshering (84,000 followers), Kyo (20,600 followers), Ruchi (23,000 followers), Sakshi Agrawal (65,500 followers) and more, from regions such as Northeast and Northern India,” she added. Holistically, engaging with micro-influencers has allowed the brand to tap into specific regional markets, ensuring a broader geographical reach. 

Retail Jeweller India News