In Conversation with Siddhartha Sacheti
What are some of the trends that will emerge in the luxury segment of jewellery in 2018, according to you?
Colored Gemstones are making a strong Comeback, Neo Classical Designs and structures are already the next big thing with jewellery. Emeralds have made a statement of the last few years, and really Fine Top Emeralds are making their presence felt like never before. More and more HNI are opting for fine coloured Gemstones.
How relevant will be digital media for the business of jewellery today? What is Jaipur Gems going to plan in this regard in 2018?
In terms of relevance, I believe print is in general dead...Digital and Social Media are already influencing the consumers mind strongly. This has also led to what we call the rise of the social influencers, who are lending their creative talents to enhance every brands story telling capabilities. We at jaipur Gems have been doing only Digital strategy since 2015, and we are strongly engaged and committed to Digital as a medium of reaching out to our clients and patrons.
Jewellery purchase has grown in the online space. How has the consumer behaviour in terms of purchase undergone a change according to you?
We are in the Luxury space, therefore more and more of the digital space is used for research on the brand , the products that we are offering, and how the world is perceiving us. Digital Media has led to strong interests into our products, and also has driven traffic to the stores in India, especially in our Middle East markets.
Your brand has always been known for cutting-edge design. What has been your brand strategy to succeed?
Be simple. Create designs which are timeless and finish them with great precision, so as to make them very attractive and alluring. We are all about simplicity and creating timeless treasures.
Winter Wonderland, the new range from Jaipur Gems celebrates the season and the "white landscape". Could you tell us about the innovation strategy at Jaipur Gems and how you plan your collections?
Every collection of ours has a beautiful back story behind it or an inspiration from a city, landscape, architecture etc.
Last year my wife and I were travelling to London as our marriage anniversary and her birthday fall on two consecutive days in the month of December. Seeing the fall of snow, skating rinks, peaks of Tudor homes, trees and mountains covered in heaps of snow, it looked breathtaking and utterly gorgeous. It definitely influenced me to create this collection. The conception, ideation, formation, sketches, designs, these aspects at least take a minimum of six months to come together to form an entire collection. Another Six months in actually executing the designs and seeing them actual. It is definitely an extremely lengthy procedure, with extreme precision and detail given to all aspects of jewellery making.
What will be your brand's marketing strategy in 2018?
Our Strategy is focussed on showcasing empowered super women, who are heroes in their field and have achieved a lot. We have digital campaign planned with Devita Saraf, founder of Vu TV, and have already rolled out a campaign with Shaleena Nathani, India's top Celebrity stylist to the likes of Deepika Padukone and Shahrukh Khan.