Vummidi Bangaru Jewellers’ US exhibition to introduce Soulful Solitaires, offer prompt customisation facilities 

The brand’s solitaires and diamond jewellery, ranging from 0.3 carat to 5 carat, will not only be displayed at the exhibition but can also be customised as per the customers’ choices in cut, carat, colour, and clarity during purchase 

Chennai: Keeping in mind its growing base of Indian customers in the USA, Vummidi Bangaru Jewellers has planned a jewellery exhibition at two locations in California, United States of America. Between July 20 and July 28, 2024, the jewellery brand will host an exclusive showcase of its solitaire jewellery collections at Pleasanton and Milpitas, including its recently launched Soulful Solitaires range.  

Amarendran Vummidi, Managing Partner, Vummidi Bangaru Jewellers said, “We majorly cater to the Indian diaspora in the USA and they prefer our jewellery with the VBJ signature designs. There is no variation in the collection, although we are open to customizing the product based on the customer’s unique requirement”. 

Apart from having their customers in the USA getting access to their range of solitaires and diamond jewellery ranging from 0.3 carat to 5 carat, the exhibitions aim to bring focus to the process that the brand follows while selecting the diamonds, grading them and ultimately, having them delivered to the clients. 

As per the brand, the primary focus is the collection of solitaire diamonds at the exhibitions. The collection features selections of solitaire diamonds in various shapes, including emerald, marquise, oval, princess, heart, radiant, cushion, round, and pear. Vummidi said, “The customers who walk in will be able to experience our solitaire collection at the exclusive counters. Our customization options allow customers to select the colour and clarity of their diamonds based on their budget, as well as tailor the cut to their liking”. 

The exhibitions will allow the customers to take a screenshot of the jewellery, be it necklaces, bracelets, earrings or rings, that they would like to buy and send the same to the brand.  

Once the brand receives the screenshot, it will customise the chosen diamond as per the client’s preferences in the diamonds’ cut, clarity, colour and carat, and deliver it to them. In doing so, the customers are enabled to take their time to explore the collections and make informed choices before making a customised purchase. “I am completely involved in the manufacturing process – right from selection till the product goes to the customer. We have designed a huge collection offering a large variety of solitaires that will surely make our customers love our solitaire experience.”, mentioned Vummidi. 

The Soulful Solitaire collection, which is the highlight of the exhibitions, has been widely promoted across the brand’s social media handle in a series of posts. Moreover, the brand has also collaborated with television host and video jockey Diya Menon, whose reach of 1 million followers makes her a suitable choice for promoting the exhibition and the products.  

Vummidi said, “Diya Menon is a popular face in the South, and she speaks Tamil and Telugu quite fluently. With her following and influence, she has become our medium for customer engagement. She spoke in detail about the Soulful Solitaires campaign and explained the design intricacies”. As seen on the Instagram reel, Menon’s linguistic prowess is something that the brand can leverage for more effective engagement with the audience.   He also said that the reel, in which Menon explained the steps for choosing a solitaire, already has over 33.8k views. 

The brand explained that it is promoting the latest collection through in-store branding and apartment branding, while outdoor branding is undertaken in key locations in Chennai. “To cater to a larger section, we are also doing the same activity through social media posts and through influencer engagements. VBJ print ads also help us cater to the audience which still maintains the routine of newspaper reading in the morning,” added Vummidi.  

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive