The Sil­ver Plat­ter


Tra­di­tion, qual­ity and work­man­ship are key­words as­so­ci­ated with the suc­cess of a jew­ellery busi­ness and are the found­ing stones of a trust­ing re­la­tion­ship with the cus­tomer. With a renowned name for over 35 years, Ban­ga­lore-based Neelka­nth Jew­ellers draw many loyal cus­tomers even to­day. With their new ex­pan­sive sil­ver range, they are on the move to­wards a fur­ther pol­ished fu­ture.

Although Neelka­nth Jew­ellers had a spe­cial sec­tion ded­i­cated to sil­ver­ware in its store, it did not gar­ner spe­cial at­ten­tion like the pros­per­ing gold and di­a­mond busi­ness did. And with the in­creas­ing de­mand for sil­ver, the need for a ded­i­cated op­u­lent sil­ver sec­tion arose. De­sign firm 4D of Ban­ga­lore was briefed to cre­ate a space that pam­pered the cus­tomer. The pieces to be put on dis­play were all one of a kind and so they de­manded a space that can match up to their ex­trav­a­gance. Each piece was to be show­cased in its ex­clu­siv­ity and hence am­ple space was a pre­req­ui­site. Ac­cord­ing to the brand, it was very im­por­tant that the cus­tomers feel wel­comed into the store, over­pow­ered while brows­ing and proud when they leave with their pur­chase. The store of­fers am­ple space to let the cus­tomers judge the prod­uct from all an­gles. The de­sign cri­te­rion was based on two guide­lines. It had to do jus­tice to the grandeur of pieces on dis­play and se­condly, it must be insync with the mind-set of the cus­tomer walk­ing into the store. The tar­get au­di­ence here was a cus­tomer who en­joyed a pre­mium life­style and did not feel in­tim­i­dated by the luxury of the pieces. The sil­ver sec­tion was an ex­ten­sion of the ex­ist­ing store and hence a gallery style of dis­play served best. The cus­tomer’s com­fort is prime in a luxury re­tail en­vi­ron­ment and noth­ing ex­presses this ges­ture bet­ter than a lounge. It al­lows the cus­tomer to shop at his own pace, as jew­ellery and such pieces of

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