Love For The Lustre
Kirtilals, a name synonymous with quality in the jewellery fraternity across the Southern India, celebrated their platinum jubilee with the year 2014. Over the years Kirtilals has grown and evolved to newer environments and yet kept its principles intact. With the launch of their new store in Jayanagar, Bengaluru, VM&RD talks to
on their journey, strategy and store designs.
Arun Kumar Head of Marketing & Business
diamond manufactures in the world. It has offices from USA in the east to Hong Kong in the West. It operates on a B2B model and supplies the quality the customer wants.
What is your business motto?
Mr. Kirtilal laid the foundation of the company on the unmatched quality of diamonds. Till date, we work on the principle of no compromise with the quality of the diamond. There is indepth R&D which goes into the manufacturing of our diamonds and our manufacturing facility at Coimbatore works cautiously towards maintaining the quality standards.
Tell us about the store design process?
Earlier, all props in our store were white as it renders a clean and pure atmosphere. But in doing so, the sparkle of diamonds was compromised as white reflects light too. So we moved to shades of brown which now form the colour palette for all our stores and the only light reflecting elements in the store are the diamonds. In the Jayanagar store, each floor spans 2500 sq ft of area. The ground floor has been dedicated to the gold section, while the first floor houses the brand’s signature diamond jewellery. The second floor is created to be a museum-like space which takes the customer through the history and merits of Kirtilals. We also have a third floor where events and exhibitions can happen.
Who is your target customer?
With diamonds being our strength, our major clientele is the premium social sector.
What would be the differentiating factors for your stores?
Unlike most jewellers, we have brought in the concept of window displays in our stores. Jewellery being precious possessions, the displays around it are intricately crafted. Currently we have a display of peacock at the window which synchronises with our current collection.
What is your business strategy?
Give good quality and people will come back to you.