Azva To En­ter Non-bri­dal Jew­ellery Seg­ment

Solitaire - - SPECTRUM -

Jew­ellery re­tail chain PC Jew­eller said that the Azva jew­ellery brand, which it ac­quired from the World Gold Coun­cil (WGC) in De­cem­ber 2015, will now op­er­ate as an in­de­pen­dent en­tity un­der its own sub­sidiary.

Azva was In­dia’s first gold bri­dal jew­ellery brand launched by the WGC in 2012. In­spired by the saat pheras or seven vows of In­dian mar­riage rit­u­als, the brand show­cased the best of bri­dal gold jew­ellery in terms of crafts­man­ship and man­u­fac­tur­ing.

Bring­ing alive the idea of con­cept-based gold jew­ellery, Azva carved a niche in the bri­dal gold jew­ellery mar­ket in In­dia. Within a short pe­riod, with sup­port from man­u­fac­tur­ers, re­tail­ers and with a ded­i­cated team of highly ta­lented pro­fes­sion­als, there were over 130 Azva branded zones in top re­tail out­lets across more than 40 cities in In­dia.

Key mem­bers from the ini­tial Azva team have also moved to join the new en­tity to grow the brand fur­ther with an aim to es­tab­lish new bench­marks for Azva in the lux­ury jew­ellery mar­ket. Vipin Sharma, chief ex­ec­u­tive of­fi­cer, Azva will head the team and work to­wards ex­pand­ing the reach of Azva in In­dia with new col­lec­tions, in­no­va­tive lounge and zone for­mats and di­verse of­fer­ings.

Azva will now op­er­ate as a lux­ury jew­ellery brand in the mar­ket and will give con­sumers an op­u­lent ex­pe­ri­ence with a fo­cus on its top 12 mar­kets in In­dia. It will also in­tro­duce a non-bri­dal jew­ellery line and build as­so­ci­a­tions in the lux­ury jew­ellery mar­ket, while re­tain­ing its core propo­si­tion and de­sign phi­los­o­phy of the seven vows.

Sharma said, “Azva is set on a jour­ney to­wards a longterm busi­ness ori­en­ta­tion with a mo­ti­vated team and com­mit­ted part­ners. It has a strong mar­ket strat­egy as well as the sup­port of an es­tab­lished in­dus­try player like PC Jew­eller Lim­ited. Azva will con­tinue to cater to the needs and as­pi­ra­tions of the mod­ern In­dian con­sumer with its unique propo­si­tion. We have great am­bi­tions and as­pi­ra­tions for this brand and are look­ing for­ward to tak­ing it to greater suc­cesses in times to come.”

Com­ment­ing on this ac­qui­si­tion, Bal­ram Garg, man­ag­ing direc­tor, PC Jew­eller, said, “Azva has al­ways re­ceived great sup­port from con­sumers for its ex­quis­ite de­signs and crafts­man­ship. It will be a great ad­di­tion to our set of brands and will con­tinue to of­fer dif­fer­en­ti­ated prod­ucts in the niche branded gold jew­ellery seg­ment. We are ex­cited to take this pioneer­ing con­cept ahead and aid Azva in ex­pand­ing as a pre­mium wed­ding jew­ellery brand.”

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