The brand addresses the need for more attainable price points without compromising on design or material value. It will be retailed through shop-in-shop formats and e-commerce
Pune: Ranka Jewellers has launched a new brand, Solai, making a move to address changing consumer preferences in gold jewellery, particularly among women seeking pieces suited for regular wear. The brand offers jewellery in 9 karat, 14 karat and 18 karat gold, designed in lower grammage. Its pricing starts at around Rs 20,000, creating an entry point into fine jewellery while maintaining the legacy association with gold.
Solai is the brainchild of director Nishka Ranka, who identified a shift in how women are approaching jewellery. While gold continues to hold value, there is growing demand for pieces that can be worn more frequently. Customers are increasingly looking for jewellery that integrates into daily routines, is easy to style and can transition across different occasions. Solai has been positioned to respond to this need, focusing on self-expression, individuality and everyday usage.
The idea for Solai emerged from in-store observations, where demand for lightweight gold jewellery kept increasing. Customers were seeking pieces that retained the value of gold but were not defined by weight, occasion or pricing. Solai offers jewellery that aligns with these expectations without moving away from the core association of gold.
Ranka Jewellers’ existing identity, including Rare Jewels, A Ranka Legacy, continues to focus on pure gold, heirloom pieces and higher-value designs. Solai operates within this larger framework but with a distinct approach. It extends the company’s understanding of jewellery and customer sentiment into a format that is structured for everyday fine jewellery, without altering the legacy positioning.
Lower gram weight forms a key part of the brand’s positioning. It allows customers, particularly younger buyers, to purchase gold jewellery that is practical for frequent use. This approach also reflects broader market conditions, where gold prices are influencing buying decisions and customers are evaluating purchases based on wearability alongside value.
The design direction of Solai is structured around the idea of lightness and individual expression. The name is inspired by the sun, with the concept extending into jewellery that reflects personal style. The pieces are created without reliance on heavy forms, instead focusing on silhouettes and finishes that support regular wear.
Versatility remains central to the offering. The product range includes pendants, rings, bracelets and earrings that can be worn across different parts of the day, either individually or layered. This is reflected in the brand’s communication, including lines such as “Solai Gold That Moves With You”, “Solai Light, Modern & Made for Everyday” and “Solai Everyday Fine Jewellery by Ranka”, all of which emphasize usability and relevance in daily life.
The brand also addresses gifting behaviour, where there is a need for gold jewellery that suits occasions such as birthdays, anniversaries, festive moments and personal milestones without the scale of traditional purchases. Solai provides an option that retains the sentiment of gold gifting in a format aligned with current preferences.
From a retail and expansion perspective, Solai will grow through a shop-in-shop model as well as e-commerce. The new launch builds on the company’s 147-year legacy, shaped by trust, design understanding and the sentiment associated with jewellery purchase across generations. It offers a format that aligns with how gold is being purchased and worn today.
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