Varaa Shree Jewels breaks into Bengaluru with 360-degree campaign to launch its flagship store

The brand has established itself in the luxury boutique industry via a panoramic omni-channel branding activity and exclusive services for its upmarket clientele

Bengaluru: Varaa Shree Jewels recently unveiled its flagship store in Bengaluru, positioning itself as a fashion-forward luxury retailer. It was no mean feat for the brand in a national market already saturated with flag-bearers of luxury jewellery, says Vikram Jain, Director, Varaa Shree Jewels. “As a luxury jeweller, we had to carefully align the décor for our flagship store to our offerings, as opposed to some brands that fail to extend the luxury jewellery concept with a corresponding premium look and feel of the store,” he explains.

The bridal room and the overall ambience of the store are designed to give customers a bespoke experience. “If someone wants to buy uncut jewellery, diamond jewellery or Victorian sets, our showroom provides a one-stop solution for all of that and more. Our staff is equipped to guide customers who come in with their wedding dresses and ask for the right jewellery,” Jain says.

Vishal Bohra, Co-director, Varaa Shree Jewels, is elated that the 360-degree marketing campaign has benefited the bridal jewellery brand to get some strong shout-outs. “Bengaluru was a market where a resident needed to go to Mumbai, Delhi, or Jaipur to buy bespoke jewellery. Our campaigns across Instagram, Facebook, radio, influencer communities, Spotify and print media have helped showcase how customers from the city need not look elsewhere for their luxury jewellery preferences,” Vohra says, adding that Varaa Shree Jewels had actor Dhanya Ramkumar model the brand’s jewellery for a photoshoot.

Meanwhile, top bloggers and influencers from across South India attended the store launch, which included a unique fashion show. “The bloggers were able to showcase the variety of jewels at the store for their unique audiences online to extend the reach of the launch,” says Keyur Rach, Founder, Sense Strategy and Design, which conceptualised and executed the entire exercise, from store design and marketing to brand strategy and development.

Written by Ashwin Bose

Retail Jeweller India Exclusive