Sawansukha Jewellers brings high jewellery to Plaay S4’s new collaboration between jewellery and lifestyle 

This collaboration between the brand and designer Esha Sethi Thirani enabled both to display their collections, creating a foundation for the expectations in the next season 

Kolkata: With numerous jewellers increasingly collaborating with fashion designers to present their jewellery on runways, the industry is teeming with such partnerships. Yet, for Sawansukha Jewellers, their alliance with Esha Sethi Thirani presented a unique opportunity to exhibit their high jewellery collection, a specialty that the Kolkata-based generational jewellery house is known for. 

‘Plaay Season 4’ is a property founded by Miss Universe 2010 Ushoshi Sengupta in association with The Telegraph. The showstopper of this season’s event was actor Nussrat Jahan.

According to the brand, this season of Plaay stands out for its combination of jewellery and lifestyle, which was not present in the earlier editions. “As a partner, we came in to showcase a collection in collaboration with Esha. Also, at the venue, the way the jewellery was showcased was quite unconventional,” said Siddhartha R. Sawansukha, Director, Sawansukha Jewellers. 

Moreover, the decision to incorporate the staircase into the presentation elevated the showcase as seen in the reels posted on the brand’s Instagram page. 

“Our brand and the works of Esha Sethi Thirani are well-known; and this show has been an opportunity for both of us. The association served its purpose of cross-marketing and to showcase how and what we are bringing for the next season.” She was also involved in getting the new season’s collection and we did the same,” added Sawansukha. 

The collaborative effort and the showcase were strategically curated to target the market in the Eastern region. “The target audience for the collections were the HNIs. Also, the youth get inspired by new collections. So, the theme and inspiration were more central to the new collection that the youth has been wanting to see,” he maintained. These demographics, characterised by a growing interest in both high jewellery and pretwear, found representation at the showcase. 

The event was promoted across social media and print, along with hoardings. Moreover, personalised invites were also sent out to the attendees. Sawansukha also commented on the association and other future opportunities saying, “We are always bringing new designers on board. These partnerships have been jewellery-centric, with jewellery designers and with fashion designers too.” 

The brand believes in partnering with new designers to combine their generational experience with a modern and fresh outlook from the new labels. In the recent past the brand launched a new collection of jewellery designed by celebrity designer Sussanne Khan at its flagship store in Kolkata. The collection is named ‘Bind Runes’. 

In a more recent development, Sawansukha Jewellers launched its first retail outlet in Raipur, where, the brand observes, the general population is knowledgeable about fashion and jewellery. 

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive