Style your bangles
Style your bangles

If you ever wanted to design your bangles just the way you style your clothes, Raiara is the store for you. And if you are worried about the cost to fit your personality there is none. Expanding like warm fire, the stores will be seen almost everywhere shortly.   Piya Pahuja, Director, Raiara shares the story.

Saniya Seth(SS): How did the concept of Raiara come along?

Piya Pahuja(PP): Tikamdas Motiram jewellers is the parent company which was started by my great grandfather in-law. With the younger generation coming into the business, it was time to turn the traditional family run business into much more. We have the speciality, we just needed the right thinking behind it to take it forward and notch it up. I started Raiara not too long back as chain of retail stores specialising only in gold bangles and have recently entered into platinum bangles as well.

SS: How is Raiara different from other jewellery brands? What is the USP of Raiara?

PP: The aim has been to ensure that anyone who walks into our store should be able to purchase a wrist ornament that complements them. We specialise in customisation in every aspect− design, karatage of gold as per customer preference (18, 22, 23 and 24 karat), the finish and colour of polish. Generally in a retail outlet, what the customer purchases has been tried on by other prospective customers. At Raiara the ornament comes freshly packed straight from our factory. Our pricing is also very competitive since we follow the daily gold rate and have flat making charges. Our core focus has been to design bangles that can be worn every day. Investment made in gold and platinum need to be worn and thoroughly enjoyed rather than be forgotten in the locker.

SS: Who is your target audience?

PP: I would not like to classify a particular audience as our target. We cater to every woman−from great grandmothers to granddaughters−our collection caters to the need of all ages. Traditional collections to the latest platinum bangles are displayed in our stores.

SS: Why did you get into platinum bangles in specific? How has the success been so far?

PP: Platinum is generally purchased for special occasions. Platinum today is at a price lower than gold, but it is not for every customer. We have had a lot of enquiry for platinum rings and other ornaments. If platinum rings were doing well and so were pendants then why not platinum bangles. We saw a window of opportunity. It was a market that no one was catering. It has only been a month since launch but the response has been great.

SS: 24 karat gold jewellery is very rare. Please tell us what Raiara has to offer in this domain.

PP: 24 karat gold is generally in the form of ginni or coin which ends up in the locker. We make 24 karat gold bangles and have them in six sizes in 25 grams. 18 Karat bangles are much lower in terms of the weight because the metal is harder. 22 karat you need a little bit of more weight. 24 karat is in its pure form and the metal is the softest. The weight that we have set it at, makes it wearable.

SS: You are branching out through retail outlets. Is there any option of buying products online?

PP: By the end of the year the online portal should be ready for use. While the older generation prefers to see and feel what they are buying, the younger working lot are going for the online option. The trend is picking up fast.

SS: How do you as a manufacturer ensure you obtain the best quality of metal?

PP: We purchase gold from banks. The quality is the richest. Every metal purchased is hallmarked assuring the quality of the product. When we sell the bangle it comes with the guarantee card, with the picture and details of the bangle purchased. For exchange or other purposes the guarantee card can be shown in any store in any city.

SS: Who do you consider your competition?

PP: So far we haven’t faced any competition. We are the first of its kind in the market. The concept is unique.

SS: Where do you see the brand in five years?

PP: We have started up with five stores. We have interesting projects lined up like sponsorship of the Femina Awards. By the end of this year, there will be 16-20 stores. Over the next three years, we should be about 100 stores across India. So you’ll find us everywhere. We also plan to enter the overseas market but as of right now we are trying to make our presence felt. You will see us around.

 

 

 

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