NN Aggarwal Jewellers’ ‘Utsavi’ collection celebrates traditional Rajwadi elements this wedding season

Using unique elements like green and red kundan, and complementing their jewels with an antique finish lent the brand an extra edge to generate robust sales and reach out to a wider demographic

Ambala: NN Aggarwal Jewellers recently launched their ‘Utsavi’ collection in time for the extended festive and wedding seasons. The collection includes elaborate bridal necklaces, earrings as well as bangles, fit for a bride’s big day. All the ornaments incorporate traditional motifs and fine kaarigari. The jewels in the Utsavi collection predominantly incorporate polki, diamonds, coloured gemstones and take inspiration from the Rajwadi style of design.

Nitin Aggarwal, Director, NN Aggarwal Jewellers, talked about why a versatile demographic of customers will gravitate towards the Utsavi collection in the upcoming season – “What sets this collection apart is its immaculate craftsmanship and antique finish. We also used coloured kundan – the pops of green and red instead of white, which is a rarity for the market in the Haryana region.”

In order to create the traditional design, the brand also did extensive market research to identify design elements that were not commonly incorporated in North Indian styles. This helped the single-store bridal jewellery brand based out of Haryana to reach out to a wider audience across the state and Punjab, while also building on and sustaining their distinct niche.

A focussed marketing strategy, including social media campaigning, and advertising in regional as well as English-language newspapers created greater awareness and generated robust sales for the brand.

Retail Jeweller India News

Written by Harshita Kale & Ashwin Bose