Just before Gudi Padwa, the brand launched its flagship store at Oberoi Mall in Mumbai’s Goregaon, and came up with the unique proposition of inviting ordinary women in everyday clothes to walk the ramp wearing Mia jewellery
Mumbai: When Mia from the house of Tanishq launched its flagship store at Oberoi Mall in Mumbai’s Goregaon, it came up with a unique proposition to celebrate its loyal customer base while deepening its brand presence in the city. Thus was launched the customer-centric ‘Runway Star Event’, which invited ordinary women in everyday clothes to walk the ramp wearing Mia jewellery. The platform highlighted the brand’s efforts to grow through continuous experiential engagement in key metro cities.
Mia hosted the Runway Star Event just before Gudi Padwa. Some of the participants were loyal customers of the brand, who walked alongside one another at an event focused on self-expression and personal confidence.
Commenting on the event, Sanjay Bhattacharjee, Retail Head, Mia by Tanishq, said, “Mumbai has always been a key market for us, and we are delighted to unveil our latest flagship store at Oberoi Mall. Our customers seek jewellery that is versatile and suited for every occasion, and this store brings us closer to them than ever before. The Runway Star Event was our way of celebrating our patrons, empowering them to embrace their unique style and potential with confidence.”
Mia’s 800 sq. ft store is located on the first floor of Oberoi Mall, and showcases a wide range of the brand’s offerings including lightweight designs in diamonds, 14kt and 18kt gold and silver. Through it, the brand’s aim is to meet the increasing demand for practical yet stylish jewellery suitable for a range of occasions.
The event provided Mia with an opportunity to present its latest festive collections. These collections were made available alongside popular lines such as Lovestruck and Evil Eye, enabling customers to explore both newly launched and best-selling designs at one place.
Mia’s Runway Star event acted as both a celebration and a strategic business move, placing real customers at the centre of its retail story.
Mia by Tanishq was founded in 2011. It is a sub-brand of the Tanishq Group, launched to target working women and offer modern, fine jewellery designs. Mia is a network of 230+ exclusive stores and is present in leading Tanishq stores across 95 cities within India. The brand’s store at Burj Uman Centre in Dubai marked Mia’s first international presence and it now has three stores in the UAE.
Written by Achal Chaubey
Retail Jeweller India Exclusive
