Pothys Swarna Mahal launches reversible jewellery with the tagline ‘2 designs at the price of 1’

The Swarna Lakshana collection combines Italian and temple designs, and addresses the affordability concerns of the middle-class customer

Pothys Swarna Mahal, a prominent jewellery retailer from South India, has launched a unique collection of reversible gold jewellery named the ‘Swarna Lakshana’ collection. Each piece of the collection combines two designs, primarily classic Italian and temple jewellery. Other designs like antique, plain jewellery and stone studded jewellery too have been incorporated in some pieces of the collection.

Muthukumar, Vice-President, Pothys Swarna Mahal, says, “The concept came from Ashok Pothy, Director, Pothys Swarna Mahal, with a view to address the affordability concerns that a middle-class customer faces in buying multiple designs in gold jewellery. Owning gold jewellery remains a dream for the middle class, though the major gold consumption comes from this segment. Considering the continuous rise of gold prices, and aiming to provide people value for money, we came up with the idea of reversible jewellery.”

Casting, fusion and electroforming techniques are required to materialize the idea of reversible jewellery designs. One of the biggest difficulties faced by Pothys Swarna Mahal while manufacturing the reversible jewellery pieces was the lack of required technology. Thus, a major part of the Swarna Lakshana collection has been handcrafted.

PROMOTING THE COLLECTION

Pothys Swarna Mahal has released a television commercial to promote the reversible jewellery collection. The ad film features Tamil actor and producer Jyothika Saravanan, who is their brand ambassador. The film, released on YouTube, also shows her wearing a reversible jewellery piece and promotes the tagline ‘two different designs at the price of one’. This tagline alone generates good customer responses, says Muthukumar, adding that major buyers of the reversible jewellery collection are from the middle and upper middle class level of customers, who find it good value for their money.

Asked about the inspiration behind the name ‘Swarna Lakshana’, Muthukumar explains, “Swarna means gold and the word ‘lakshana’ means beauty. So, with the name Swarna Lakshana, we want customers to understand that the reversible jewellery will accentuate their beauty.”

The starting price for the Swarna Lakshana reversible jewellery collection is around Rs 1,50,000. “At this price point, it is difficult to get even one necklace but with the reversible jewellery collection, you can enjoy two different designs,” says Muthukumar.

IMPACT FOR THE BRAND

The Swarna Lakshana reversible jewellery collection has created a significant impact for the brand. “It is getting very good customer response. Pothys Swarna Mahal is aiming to acquire a bigger market share and this initiative will help us move forward towards our goal,” Muthukumar says.

Pothys Swarna Mahal positions itself as a design-oriented jewellery brand. “We have created special teams to make sure our designs are the best in the market. We have recruited people from different brands – specialists in design development, customer service and other areas. They work together to achieve our goals of providing the best customer service with the best designs possible to our customers in all our markets,” Muthukumar says.

The house of Pothys has a rich legacy going back over 90 years, and started as a textile company that later expanded into jewellery. Pothys Swarna Mahal is now planning to go beyond Tamil Nadu and Kerala to other parts of the country, and reach out to customers with a wide range of jewellery designs.

Written by Satyajit Dey
Retail Jeweller India Exclusive