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Rare Heritage celebrates 7th anniversary with diverse women entrepreneurship campaign



Rare Heritage celebrates 7th anniversary with diverse women entrepreneurship campaign

Self-made entrepreneurs are rare to find. Their struggles and experiences leave none uninspired when they open their hearts out to their followers. Rare Heritage brought out this concept alive with their Rare Rendezvous campaign involving successful women in different sectors of the lifestyle and entertainment industry.

The campaign started from November 17 with the brand showing glimpses of different tête-à-tête involving women from the fields of modelling, cosmetics, food, event management and other sectors. On the occasion of Rare Heritage completing seven years in the jewellery industry, the brand had hosted a luncheon at Taj Mumbai on September 14. The event was graced by seven entrepreneurs from different fields and prospective clients.

What we see are glimpses of interviews of the entrepreneurs, which shed enough light on the rare journeys each one of them had embarked upon. As of now, five such interview teasers have been released on Instagram featuring model Varshita T., Altair Décor founder Janki Desai, Yogisattva founder RaveenaTaurani, makeup/air designer Bianca Louzado and Chef Guntas founder Guntas Bhasin respectively.

Varshita talked about her struggle as a plus-sized model in the industry, until she got a chance to work with couturier Sabyasachi Mukherjee. Chef Bhasin talked about how women should get a lot more credit than their physical appearance, because struggle for every entrepreneur is tough regardless of gender. Talking about her lactose intolerance, Taurani discussed how she found Yogisattva, India’s first whole foods plant based culinary academy-cum café in Mumbai, to delight people with food conditions as hers.

On the other hand, Louzado shared how embarrassing it can be for a makeup artist like hers to be aware of personal lives of countless celebrities she has been working with. Desai, who founded wedding events enterprise Altair Décor, discussed how women should take the leap of faith with their passion, just like she did with no prior experience in this sector.

“It has been a great experience for Rare Heritage to tie up with entrepreneurs with whom our audience can relate to, unlike starry celeb glamour,” said Nakshatra Mehta, co-owner, Rare Heritage. “Our average video views have increased by 40%. The ensemble attire of Varshita was so popular that there has been 14 orders of her saree alone. Similarly, the choker worn by Bhasin has received 20 inquiries as of now,” Mehta maintained.

The brand is yet to upload the teasers of two more entrepreneurs, thus completing part one of social media promotion. Thereafter, Rare Heritage will share detailed videos of the same entrepreneurs, to retarget the customers with new tidbits about their journeys. The strategy is working wonders for Rare Heritage, as the number of enquiries on Instagram has been thrice as compared to other campaigns, said Mehta.

Written by Shubham Dasgupta

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