Waman Hari Pethe Jewellers opens a new store at Phoenix Marketcity Mall to serve diverse consumer mix

The nearly 2,500 sq. ft. store’s interior has been thoughtfully designed to reflect the brand’s identity while offering an inviting atmosphere

Mumbai: Waman Hari Pethe Jewellers inaugurated its 27th retail outlet at Phoenix Marketcity Mall in Kurla on 10th October 2024, marking its second mall store opening. This expansion follows the success of its R City Mall store in Ghatkopar, launched two years ago, and represents a strategic decision by the brand to meet the needs of an evolving consumer base.

The opening ceremony began with a private family puja in the morning, followed by a ribbon-cutting ceremony. Actor and brand ambassador Sharvari Wagh, known for her leading role in the recently released comedy horror film Munjya, officiated the ribbon-cutting.

Ashish Pethe, Partner, Waman Hari Pethe Jewellers, explains the shift in strategy: “Actually, it is only in the last two years that we opened our stores inside shopping malls. I think, for a long time, consumers were yet to be more open to a brand like ours being present inside a mall and for them to come there and purchase jewellery. But now things are moving differently, and people are looking at jewellery while they are at malls.”

The interior of the new store, spanning nearly 2,500 sq. ft., has been thoughtfully designed to reflect Waman Hari Pethe Jewellers’ brand identity while offering an inviting atmosphere. Subtle elements of the brand’s signature colours are woven throughout the store’s design, creating a cohesive and familiar aesthetic. The warm, welcoming ambience is intended to enhance the overall customer experience, making jewellery shopping feel comfortable and enjoyable.

The layout emphasises easy navigation, with neatly categorised sections that allow customers to browse various collections with ease. Each display is carefully arranged, ensuring that the brand’s most curated pieces are in clear view, helping customers get a clear look at the jewellery.

Commenting on the brand’s customer engagement strategy, Pethe says, “Nearly 65% of India’s population is under the age of 35 years and going forward, in the next 10-15 years, this is going to be our primary customer base. So, we will not only have to adapt to the type of jewellery they are looking for, but also the kind of content they want to consume.”

With this idea in mind, the brand is steadily boosting its digital and social media presence. Recently, during Ganesh Chaturthi, the brand made its first move on YouTube with its Gauri ad film. The second digital film, about the brand’s newest jewellery collection, was released a few days ago and has already garnered close to a few million views.

This expansion into mall locations and increased focus on digital engagement demonstrates Waman Hari Pethe Jewellers’ commitment to adapting to changing consumer preferences and reaching a younger demographic.

Written by Aparna Bhowmick

Retail Jeweller India Exclusive

Photo Credits: Pratyasha Kumari