Accessories Focus | Aquamarine
We are the first to have entered into the business of easy to wear, trendy jewelry which is neither gold nor diamond. Being a premier brand, we managed to get a good hold of the market.
Our target audience is the woman of today who wishes to dress according to her mood; who wishes to travel with ease; who believes that accessories can make you get a milliondollar look; and someone who believes today it is all of the above.
Craftsmanship Vs innovation at Aquamarine
Craftsmanship is synonym with innovation now with the number of vendors increasing. Since it is a sunshine industry one has to be ahead and serve quality with innovative designs.
Brand’s position in market
Starting with Colaba causeway in 2005, we went to Bandra, Breach Candy and spread all the way up to Lokahanwala in Mumbai. In Delhi, we started our first outlet at Khan Market. By the year end we will be in Hyderabad and Ahmedabad.
From ethnic Indian to desi fusion to avant garde eclectic pieces, we have it all; for all that is trendy in the accessory circuit, it is at our store in display.
Social Media presence along with celebrity posts in all fashion magazines help in spreading brand awareness all across the country. We also take part in the best exhibitions such as Design One, Araaish and Bridal Asia.
India, on the contrary, is not at all a price-sensitive market. Today Indians and Chinese are the largest buyers in all trade shows and, trust me, an Indian buys quickly than and European today.
Online Discounting Trend
Online is a major challenge. With deep pockets and funding coming so easily, online really squeezes retails margins today as they do not have the expenses of a brick-and-motor shop. Luckily, for us the aesthetic and artistic jewelry are always better tried, worn and felt on a cart to buy on.
Branding has always been important to us. We have top-ofthe-line celebrities to help us fill our social media pages. The best of fashion magazines covers us.
Rising Rent as main hurdles
Luckily, all our flagship stores are our own, therefore we are fortunate. Moreover, all who have taken our franchisee too own the spaces.
Other regions and roadmap
Our target initially was always covering Bombay then was to go to fashion capital Delhi then pan India. So now with Ahmedabad and Hyderabad starting this calendar year, and with TAJ KHAZANA AQUAMARINE, we will be pan India.
India, on the contrary, is not at all a pricesensitive market. Today Indians and Chinese are the largest buyers in all trade shows and, trust me, an Indian buys quickly than and European today.
Santosh Bhatija, Director, Aquamarine