NAC Jewellers says idea behind its Lotus Lounge is to ‘bring luxury back to jewellery’

The 4,000 sq ft lounge features the brand’s signature bridal collections rendered by skilled artisans and in-house designers

NAC Jewellers recently opened an exclusive bridal lounge called ‘Lotus Lounge’ at its flagship store in T Nagar, Chennai. The lounge features the brand’s signature bridal collections rendered by skilled artisans and in-house designers. It aims to give a premium experience to customers.

“The Lotus Lounge measures 4,000 sq ft and offers everything a bride needs for her wedding- from party wear, mehendi and reception. We offer jewellery for all concepts from old traditional antique jewellery, string studded Kundan jewellery, and Polki, to uncut diamonds and diamond jewellery and special Nakshi jewellery. There are two private spaces here for buyers to discuss, debate and finalize their purchase,” states Anantha Padmanabhan, Chairman and Managing Director, NAC Jewellers.

“The customers can visualise their entire look and try on jewellery in our private lounges with their ensemble or trousseau for the whole bespoke experience,” says Arjun Varadaraj, Executive Director, NAC Jewellers.

“The idea behind introducing the Lotus Lounge is to bring luxury back to jewellery. In India, when people talk about luxury, they think about designer handbags, watches and designer articles of clothing and then only they think about jewellery. But in reality, jewellery is the most luxurious commodity in the world with the value it offers and what it makes a person feel when wearing it. Every woman visualizes her wedding jewellery. We wanted to ensure that every girl who walks in gets a luxurious experience to fantasize about her dream jewellery. We focus not only on the product but also the experience, from choosing the designs, trials and imagining how they will look in the final outfit to make their dreams come true,” says Varadaraj.

A Silver Lounge has also been set up inside the Lotus Lounge for a premium customer experience.

The brand promoted the Lotus Lounge through social media, influencer campaigns, in-store events, fashion shows, gift hampers to notable personalities and potential clients and several pop-up events, to reach the maximum number of people.

The space features the brand’s signature bridal designs. Influencers promoted the Lotus Lounge showcasing the signature products, such as diamond sets with emeralds, gold bridal necklace sets and Polki necklace sets.

The brand also sponsored a humanitarian awards event, inviting women achievers to walk the ramp at the Lotus Lounge.

NAC Jewellers traces its history back to 1917 when Nathella Narayana Chetty started a small jewellery business at home where he fashioned hand-made jewels for a few loyal patrons. The first store was established in 1973, when N. Anjaneyulu Chetty founded NAC Jewellers and built the brand with his son Anantha Padmanabhan, transforming the store into a chain of jewellery houses. Continuing the legacy are the fifth-generation scions Anandha Ramanujam and Arjun Varadaraj. The brand celebrates its Golden Jubilee this year.

By Bushra Satkhed

Retail Jeweller India Exclusive