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

Devel­op­ment, Kir­ti­lals

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.

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