Ac­ces­sories Fo­cus | Aqua­ma­rine

Bling­tas­tic

Shoes & Accessories - - Contents -

Brand’s USP

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.

Tar­get 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.

Prod­uct lines

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.

Ex­pan­sion Strat­egy

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.

Price Sen­si­tiv­ity

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.

Dig­i­tal Strat­egy

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

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