Senco Gold’s jewel in the crown

The brand’s new show­room in Kolkata re­flects an amal­ga­ma­tion of mod­ern and vin­tage, high­light­ing tra­di­tional In­dian crafts­man­ship.

VM&RD - - DESIGN TALK - Nabamita Chat­ter­jee

One of the most pop­u­lar jew­ellery brands of Kolkata, Senco Gold, re­cently opened their new out­let at the busy shop­ping zone of South Kolkata, Gari­a­hat. Sit­u­ated at the heart of the city, this 7500 square feet store is one of the big­gest out­lets that Senco Gold has. Be­sides be­ing cen­trally lo­cated, this store also sports ex­trav­a­gantly chic in­te­ri­ors which de­fines the brand ob­jec­tive be­hind this con­cept. Sankar Sen, Ex­ec­u­tive Di­rec­tor, Senco Gold shares, “This new Gari­a­hat out­let will be our 52nd out­let and by far the grand­est. We wanted this shop to be known not just for its prod­uct range and in­no­va­tive de­signs but also for the am­bi­ence and ser­vice. Buy­ing jew­ellery is an in­vest­ment; we want our cus­tomers to feel com­fort­able and en­joy this ex­pe­ri­ence.” While de­scrib­ing the con­cept be­hind the de­sign strat­egy, Su­vankar Sen, Ex­ec­u­tive

Di­rec­tor, Senco Gold in­forms, “The store de­sign has been jointly con­cep­tu­alised by Senco Gold’s Ex­ec­u­tive Di­rec­tor Sankar Sen and our de­signer San­chita Das – Owner & Ar­chi­tect- Spacekrafters."

Cus­tomers to­day not only look for a good prod­uct but also an en­gag­ing and ex­quis­ite shop­ping en­vi­ron­ment; thus ex­pe­ri­en­tial

re­tail­ing is the key . As Su­vankar says, "Our aim is to show­case a great va­ri­ety through in­ter­est­ing dis­play at one go, so that the cus­tomer may buy our jew­ellery in a beau­ti­ful am­bi­ence. The Gari­a­hat store will be a on­estop-shop which will cater to all jew­ellery needs. It will house more than 50,000 prod­uct de­signs of gold, di­a­mond, plat­inum, sil­ver, cos­tume jew­ellery & as­tral gems.”

San­chita Das shares more on the de­sign brief

which was to keep it as sim­ple as pos­si­ble, “We tried to give a min­i­mal­ist touch to the whole en­vi­ron­ment and just added some mo­tif work which is purely In­dian through ‘jaali or jaafri’ form, which has been the theme all around. A com­bi­na­tion of mod­ern and eth­nic mo­tif has been used in the en­tire show­room with lu­cid colour schemes of brown, onyx and golden so that the fo­cus is on the or­na­ments, which are

the ob­jects of dis­play, and there is a feel of pu­rity in the whole at­mos­phere. Start­ing from the glass front fa­cade, the en­tire space has a de­sign flow, which in it­self is sim­ple, but has a dy­namism in the mono­lithic colour scheme. Fur­ther, in each sec­tion, soft light has been selected ac­cord­ing to the mer­chan­dise with very slight dif­fer­ence, so that the mood or the theme of the store de­sign is not dis­rupted. The full splen­dour of the or­na­ments has been high­lighted through the lights which we have used.” The store space has been split up into three lev­els and the mer­chan­dise has been ar­ranged in a very planned man­ner. The ground floor show­cases the chains, man­gal­su­tras, Gos­sip Collection which is the cos­tume jew­ellery brand of Senco Gold and the Astrological Gems Sec­tion. The first floor has the ban­gles and neck­lace collection in both Gold and Di­a­mond, es­pe­cially fea­tur­ing the wed­ding sets, while the sec­ond level fea­tures both Plat­inum and Di­a­mond Collection hav­ing a huge va­ri­ety in rings, pen­dants, ban­gles and such. Su­vankar Sen fur­ther shares, “Es­sen­tially for this kind of a huge show­room mer­chan­dis­ing it well is the big­gest chal­lenge and it has to match the store en­vi­ron­ment, be­cause the ex­pec­ta­tion of the cus­tomer is al­ways very high when it comes to a brand like Senco Gold.”

Sum­ming up the whole project and the

re­sponse to it, Su­vankar Sen says,.“For this show­room we are get­ting very good re­sponse from our cus­tomers who are ap­pre­ci­at­ing the en­tire ex­pe­ri­ence which we are pro­vid­ing them. We are show­cas­ing 50,000 prod­uct de­signs all un­der one roof and it has been an achieve­ment on our part. In the com­ing FY we plan to launch 4-5 big show­rooms and by May we are launch­ing an­other store in Mum­bai.”

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