We have planned to open minimum 50 stores by 2017: Aditya Pethe

In tete a tete with Retailer media, Aditya Pethe, Director, WHP Jewellers talks about his brand, Izaaras USP.

With a clear aim to make affordable luxury a reality, WHP Jewellers launches first of its kind, a premium silver jewellery brand “Izaara” that takes inspiration  from an urban independent woman of today. Izaara in Spanish means “A Beautiful Star” and it offers high quality and differentiated jewellery designs that are both, precious and chic. . Each piece is based on a particular concept and has a unique story to tell. As one of the USP’s, Izaara promises to deliver exclusive silver jewellery with an engaging consumer shopping experience. .  Izaara represents the key characteristics of a confident woman and offers masterpieces to suit every occasion, be it cocktail party, business meeting, festive occasion or simply a brunch with  close friends. Every authentic Izaara silver piece is monogrammed with a letter ‘I’ identification mark. It is made with anti-tarnish alloys and is 100 per cent skin safe.

Who is your target consumer and what consumer area/sensitivities does your brand stand for?

Izaara jewellery is aspirational and the brand brings with it four exquisite collections that include ethnic, ethno contemporary, daily wear and men’s jewellery, wherein 80 per cent of the range targets women and 20 per cent caters to the needs of urban men.  Every Izaara piece is hallmarked that includes rings, earrings, bracelets, cuffs, pendants and necklaces in a range of captivating designs and trends that stun.

What are the price points that your brand ranges in? What is sweet price spot in brand that you have observed?

The product range starts from INR. 1500 and goes up to INR. 25000. There exist many players in this segment, what’s your strategy to beat the existing competition?

Silver jewellery market in India is still not very organised and players in this segment don’t have plethora of expressive designs. Silver Jewellery is yet to be looked upon as branded jewellery in India, which we are changing with ‘Izaara’. Izaara is a premium concept based silver jewellery line that caters to the jewellery needs of modern independent woman. The plethora of 700 exclusive designs and the consumer experience that it brings are going to be the major catalysts for the brand’s success.

Which format, according to you, works well for your brand– EBOs versus shop-in-shop? Why?

The right blend of EBOs and Shop in Shop is what works well, as both formats have their own benefits. With being present in Shop in Shop and EBOs, we are able to cater to a vast number of customers. Izaara marked its first step with the first exclusive store at Phoenix Market City Mall, Kurla, in Mumbai and has also recently launched shop in shop at Shoppers Stop stores. In the online segment, it is exclusively available on amazon. The brand will soon create a national presence with stores across the country.

Keeping in mind the growing customer preferences, what’s your Omni-channel strategy? Do you sell through own ecommerce or through marketplaces and which ones?

After an overwhelming response to our E commerce portal, Izaara has associated with Flipkart, Ebay and Wear Your Shine with a clear objective to broad base the reach of its product line. WHP Jewellers is already present on Amazon and Velvet case since 2015. The response to these market places encouraged WHP team to explore the other big players in the online market place. We are glad that our product line will now be showcased on various valued market places. We wish to service and meet the consumer demand from all parts of the world. Quality and design innovation being our key strengths, we are confident that online sales will grow exponentially in the times to come.

What are your expansion plans?

 As Izaara is our new brand from the house of WHP Jewellers, we have planned to have minimum 50 stores by 2017.



Aditya Pethe