NAC Jewellers excites kids with ‘Young Ones’ cartoon jewellery collection

Kids’ jewellery is a road seldom taken for the Indian jewellery industry. However, visionary brand NAC from Chennai focused on stoking demand in this segment as early as 2014. Cut to present, the brand is reimagining the segment with cartoon characters for children.

Talking about the segment was Toji Thomas, Head – Sales & Operations, NAC Jewellers, Chennai. “Children have the strongest associations with cartoon characters, and that’s the theme of our kid’s jewellery collection ‘Young Ones’ this year.” The brand renews the design language of kid’s jewellery once every two years, and the latest lot has a lot of excitement with gold, silver, platinum and diamond jewellery taking the shape of mega-popular characters such as Donald Duck, Piglet, pleasing animals such as fish and deities such as Lord Ganesha.

The highlight of this range is the child-friendly technology. Coloured enamel is used to create the jewellery pieces so that children don’t harm themselves with skin infections, bruises, cuts or any unwanted marks left due to reaction caused by the said jewellery piece. Ensuring this facility has been the outcome of two years of research and development by the brand. “People usually let their jewellery be worn by children. The skin of children are very delicate, for which reactions happen over the skin and customers keep asking the reason behind such odd experiences. Firstly, no kid should wear jewellery that has sharp edges. This is a factor our Young Ones collection always adheres to,” said Thomas.

Finding the right design approach for kid’s jewellery is tricky, for which the brand relies on women’s jewellery designs and adopts a simpler version of that in order to design kid’s jewellery. Their range applies for kids and teenagers alike. This is the most important catalyst for the brand to create future customers in the more prominent segments by instilling love for baubles at such a young age. Besides, jewellery is becoming an inseparable part of fashion nowadays.

The Young Ones collection falls in the lightweight segment, which is in demand since pandemic struck. “We are generating good impressions on social media for the Young Ones’ collection, because of their lightweight nature, reasonable price range and a greater inclination for customers to buy jewellery online specifically in the lightweight segment,” concluded Thomas.

Written by Shubham Dasgupta

RJ exclusive