Shobha Shringar Jewellers partners with Femina Miss India 2020; gives strong thrust to its image as an urban and millennial ready jeweller

With its bright designs in diamonds, bridal polkis and gold numbers, Shobha Shringar has commanded the attention of millennials in the recent times. This faith was further cemented when the jeweller won the prestigious contract to become the jewellery partner for VLCC Femina Miss India 2020. The heritage design house from Mumbai were a step ahead in the game, thanks to its modern design aesthetics and uniquely edgy pieces that draws young buyers to them in droves.

The landmark jewellery house has been the jewellery partner for the event since 2017, and it was them that designed the iconic baroque diamond crown that Bollywood actor and eventual Miss World Manushi Chillar was crowned with.

What made them forerunners in the race is their design process. That, and an innate urge to ensure that the brand shines through events that engross the youth. For the millennial, anything worn by a fashion influencer or a pageant winner is a matter of pride. It is also an excellent way to advertise cutting-edge pieces that the new-generation buyer can connect with. The Miss India pageant is a great platform for navigating the changing landscape of modern jewellery styling, where wearable diamonds are sought-after by the modern woman.

It came as no surprise that the three handcrafted winner crowns for 2020 got a lot of attention. This contemporising of expressionist and traditional design values has also helped the label get noticed on bigger platforms.

Snehal Choksey, director of Shobha Shringar Jewellers said, “Adorning the beauty queens as jewellery partners is the high point of 2021 and we are glad to have kick started this year with this collaboration. It positions us very strongly as a brand that is ready to cater to the aesthetics of the younger generation”

Shobha Shringar’s association with VLCC Femina Miss India not only outlines the relevance of marketing family-run jewellery houses to the younger audience but also how diamonds need a new narrative to make it a preferred choice of millennials.

Such event marketing programmes surely give the jewellery and the category a boost and help in shaping up contemporary tastes and heralding a more empowered design language in diamond jewellery for the modern woman.

Courtesy: Retail Jeweller India News Service