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Manohar Lal Jewellers ups brand visibility by partnering Rang Mirage Art Gallery’s luxury pop-up

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As the exclusive jewellery partner at the event, Manohar Lal Jewellers tactically leveraged the synergy between art and lifestyle to amplify its presence, cultivate personal customer engagement and spotlight the brand’s meticulously crafted, ornate designs

New Delhi: Manohar Lal Jewellers recently collaborated with New Delhi-based Rang Mirage Art Gallery, and participated in its pop-up which wove together luxury art, jewellery, clothing and branded home essentials. The event was held from November 24 to 26 in New Delhi. 

Mohit Shekhar, Head of Business Ideas – Incubation Unit, Manohar Lal Jewellers said the impetus for this partnership emerged from a personal connection with the gallery’s proprietor, and a unified vision to introduce art aficionados to the allure of precious jewellery. As the exclusive jewellery partner at the pop-up, Manohar Lal Jewellers tactically harnessed the synergy between art and lifestyle to amplify its brand visibility. Rang Mirage provided the ideal exclusive platform to spotlight the brand’s meticulously crafted, ornate designs and provide a luxury shopping experience to its clients under one roof. The presence of Manohar Lal Jewellers resonated with discerning patrons, marking the brand’s successful foray into circles that frequent art-style exhibitions. 

The brand displayed curated samples of collections, from jadau and polki jewellery to everyday-wear diamond necklaces, pointer-based items and solitaires to heavier and more intricate festive pieces. The showcase was strategically tailored to the sensibilities of potential visitors of the pop-up. In a saturated bridal market, Manohar Lal Jewellers redirected its energies towards exploring the expansive and relatively untapped gifting opportunities of the wedding season. 

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Shekhar explained how the brand has experimented with different customer categories at the peak of the festive season. “At the pop-up, we had limited displays of bridal jewellery. We believe that the bridal niche does not mean just catering to the jewellery and accessory needs of the bride, which has a relatively fixed scope. The wedding season gives rise to a large gifting market – such as jewellery for the bride’s family, her bridesmaids and other pieces that are passed down as family heirlooms across generations. This is what we focused on at the Rang Mirage event,” Shekhar added.

This event was more of a branding exercise than a direct sales initiative for Manohar Lal Jewellers.  “The objective was to cultivate engagement with a different demographic, dispelling initial hesitations and addressing queries associated with entering the realm of luxury jewellery,” Shekhar said.

Collections displayed spanned a price range of Rs 50,000 to Rs 15 lakh, underscoring the brand’s adaptability and commitment to serving a broad spectrum of patrons. While this year’s collaboration with the pop-up materialized as a response to capitalize on the extended festive season, Manohar Lal Jewellers envisions future exhibitions featuring exclusive consultation areas. These dedicated spaces will seek to facilitate personalized client interactions, allowing patrons to engage with the brand’s offerings.

Written by Harshita Kale

Retail Jeweller India Exclusive

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