The programme featuring devotional songs and Marathi bhajans set the context for the brand’s new jewellery line, aligning the launch with themes of faith and shared cultural references
Pune: Solitario hosted an event in Pune to launch its Divine India jewellery collection, setting the context with a bhajan performance by Maithili Thakur that drew immediate response and prompted enquiries about the new line. The evening brought together over 300 guests, including customers, media, influencers and industry partners, giving the brand a platform for direct interaction with its audience.
The event featured devotional songs and Marathi bhajans that connected with the audience. It showcased an innovative approach to product launch, demonstrating how a thematic collection, presented in an inspiring setting, elevates the story behind the jewellery, resonating with the audience and eliciting demand.
At the centre of the evening was the 3D unveiling of the Divine India collection, which includes diamond-studded idols and collectibles inspired by Lord Ganesha, Lord Shiva, Lord Krishna, Lord Rama and Lord Hanuman. The collection was presented through curated displays, allowing attendees to engage with the pieces directly. A key highlight was the Diamond Ganesha Murti, an 8 kg structure set with 1,489 Solitario Signature Diamonds totalling 124 carats, supported by a bespoke diamond adornment service that allows further customization.
Kabir Kate, Chief Marketing Officer, Solitario, said, “We wanted the launch to feel meaningful rather than just being a product showcase. The evening combined music, culture and story-telling to reflect the spirit of the collection. The bhajan party by Maithili Thakur brought together our customers, media, influencers and industry partners who appreciate jewellery with a cultural connection.”
The collection was promoted through in-event showcases supported by guided interactions from the brand team, enabling visitors to understand the concept behind each piece. This approach resulted in immediate enquiries for both the collection and bespoke services, indicating direct consumer interest at the point of engagement.
The event was amplified through social media, with content generated during the evening extending the reach of the launch. Media interactions and digital dissemination allowed the brand to communicate the collection beyond the physical audience, ensuring continued visibility after the event. This integration of offline experience with online channels supported sustained engagement and broader awareness.
Kate added, “The unveiling of the Divine India Collection, along with the Diamond Ganesha Murti and bespoke services, allowed guests to experience the offering directly. The response translated into enquiries during the event, while coverage across media and social platforms extended its impact.”
From a retail strategy standpoint, events of this nature support brand building by creating immersive experiences that encourage direct customer interaction. They enable retailers to engage audiences beyond transactional settings, while also generating content that aids customer acquisition through digital channels and referrals.
The Pune event marked a bold step in Solitario’s customer engagement strategy, using experiential formats to build recall, strengthen relationships, and drive interest in new product categories.
Solitario was established in 2022 and since then, co-founders Vivek Oberoi and Ricky Vasandani have led the brand with a vision for responsible luxury. Solitario currently operates 18 stores and 21 shop-in-shops across 22 cities in eight countries, including locations in Dubai, Barcelona, Kuala Lumpur and India.
Written by Achal Chaubey
Retail Jeweller India Exclusive
