Anmol Jewellers is content as a niche retailer
Anmol Jewellers is content as a niche retailer

Ishu Datwani, Founder, Anmol Jewellers, talks about his brand’s USP as well as innovative marketing strategies to reach target audience.

 

Is Anmol Jewellers planning to expand its store network?

We are not planning for retail expansion right now. We are completely focusing on our current stores in Mumbai and Gurgaon and working on innovative ideas to increase footfalls at both these stores. At the same time, if and when we do consider expansion, we will look at franchising as a viable option for expansion in the near future.

 

Who is your target audience? How are you reaching them?

Our target audience comprises High Net Worth Individuals (HNIs), and we reach out to them through our brand campaigns in fashion and lifestyle magazines, newspapers, social media, outdoor campaigns and also through PR, exhibitions and associations with other high-end luxury brands and designers beyond the jewellery field. To this effect, we have recently launched our ad campaign called ‘Great designs don’t just happen’.

 

Anmol Jewellers has been seen at a number of fashion shows. How has the strategy increased brand awareness?

Fashion shows help position our brand as a high-fashion luxury brand with trend-setting designs. It also allows us to open up to a wider audience and brings us at par with the best designers and brands in the world of fashion. It is gradually changing the perspective of jewellery from an investment option to a high-end fashion accessory.

 

How are you leveraging the online space?'

We have a website, the look and design of which is the reflection of what Anmol stands for – luxury, class and an understated elegance. We are also very active on social media (Facebook, Twitter, Instagram and YouTube), as it is a good platform for showcasing our latest collections, trends and upcoming events. It also helps us in social interaction for building relationship with new prospective clients.

 

 What is Anmol Jeweller's USP?

Anmol Jewellers is a brand for a very niche market. We cater to a very discerning clientele who understands and appreciates good design. So, although there is competition around, as a brand we have been standing strong for 28 years because our core values are strong.

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