SOHNAA launches at Manubhai Jewellers, aims to build on retailer’s customer base and its own designs 

The brand launched at the retail partner’s store with its signature Miraas collection, which takes inspiration from ornate motifs found in Turkish art and design 

Surat: In its first and most recent collaboration, fine jewellery brand SOHNAA, led by Sonali Shah Sheth, launched its signature Miraas collection at Manubhai Jewellers.  SOHNAA aims to partner and collaborate with various retail jewellery brands to expand its reach. The expansion strategy involves the retailer investing in the collection, while  SOHNAA takes care of the packaging, promotions, and branding.  

“It is basically building a brand in collaboration with the jeweller. It starts with presenting the idea to them, enabling them to see its value. Manubhai Jewellers became the first brand for this partnership since they understood that SOHNAA and its collections stand for,” said Sonali Shah Sheth, Founder-Director, SOHNAA. 

Describing the signature collection, she explained that the jewellery was inspired by the ornate motifs found in Turkish art and design. Sheth’s concept has garnered significant interest, attracting numerous inquiries from prospective partners. Building on this momentum, the brand is set to expand further by launching its collections at the stores of KK Jewels and Varuna D Jani. These collaborations are expected to enhance the brand’s visibility and accessibility, allowing more customers to experience the brand’s offerings. 

Drawing inspiration from Turkish motifs, the collection carries Indian and Western influences, a trait that Turkey is known for. As per Sheth, the collection represents today’s women, who are modern but also culturally rooted. The collection is crafted in 18kt gold, and features diamonds with extensive use of proprietary enamelling techniques. The average price range of the Miraas collection is around Rs 1.5 to 2.5 lakhs. 

The upcoming launches at KK Jewels and Varuna D Jani mark a significant step in SOHNAA’s growth. She commented on how with every collection, a few pieces of the jewellery would be displayed at the partner retailers’ store. With each of the brand’s collections comprising a vast number of customisable designs, each partner retailer would display select but different pieces from the same collection, providing a more unique touch to the association. 

“We are promoting the collection and the partnership through digital marketing and online platforms. For offline promotions, we are being quite select as only few high-end print magazines will feature them. It has been about 10-15 days since the launch and while we did not expect immediate sales, we have already seen seven to eight genuine enquiries,” she explained. 

For SOHNAA, purchasing the brand’s jewellery at Manubhai Jewellers store represents a strategic move that combines the trust and reputation of the retailer with the design of the eponymous label. Sheth highlighted that while this concept is advantageous, it might hold a lower value proposition for legacy jewellers who already have established brand identities and loyal customer bases. “As a traditional jeweller, Manubhai Jewellers has its steadfast base of customers who enjoy the brand’s offerings. By launching Miraas, we are offering something contemporary for interested customers wanting to explore beyond traditional jewellery,” she added. She notes that the tastes and preferences of consumers are maturing, and they are exposed to international trends. 

Sheth emphasized that, while design is not the only factor in the appeal of jewellery, it remains the main element that sets SOHNAA apart. She pointed out that a strong focus on innovative designs is crucial for the long-term vision and development of the brand. By collaborating with reputable retailers,  SOHNAA aims to enhance its market presence and reach a broader audience.    

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive