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.
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.”