Multani Jewellers, Anju Modi ace polki fusion fashion at Lakme Fashion Week

Partnership between the jewellery house and the fashion designer for the event led to ‘Glitterati – The Bridal Collection 2023’ as well as cross-selling between the brands, besides significant exposure and increased consumer engagement for Multani Jewellers

New Delhi-based Multani Jewellers elevated its participation at The Lakme Fashion Week held in collaboration with the Fashion Design Council of India (FDCI) up a notch through a tie-up with celebrated fashion designer Anju Modi.

Lakme Fashion Week X FDCI 2023 concluded on October 15 and showcased a range of designers, jewellers and partnerships between the two brands over a span of five days.

The jewellery brand’s campaigns on Instagram and some word-of-mouth publicity caught Anju Modi’s attention, which led to the successful collaboration for LFW, with actor Sanjana Sanghi being the show-stopper for their collection.

Puneet Datta Multani, Director, Multani Jewellers explained, “We were supposed to curate the designs as per Anju Modi’s outfits, and we had several masterpieces to offer. We did a deep dive into complimenting the designer’s outfits in terms of look and design intricacy.”

The two brands opted for a fusion look featuring a polki choker surrounded by a halo of diamonds, a line of temple jhumkis, followed by pink sapphires, and blue tanzanite. Thus, was born Glitterati – The Bridal Collection 2023, featuring intricately crafted pearl piroi necklaces, diamond jewellery and polki chokers.

Multani Jewellers received huge exposure from the prestigious FDCI event. According to Multani, his brand’s popularity immediately escalated when the collaboration materialized, leading to more consumers being engaged with the jeweller on social media, and an increase in the number of followers and price requests of the jewellery. Cross-selling has been on the rise between the brands ever since the collaboration happened.

“We have just started the journey with the designer and are exploring new concepts for a long-term partnership in the form of collaborative theme-based shoots that would cater to the next season,” Multani concluded. 

Written by Aparna Bhowmick

Retail Jeweller India Exclusive