Ranka Jewels is making experiential offline shopping more accessible

When it comes to the offline experience, high jewellery clearly needs to look beyond retail to be able to engage its target customer base. As more and more brands are brainstorming ways to attract modern hybrid buyers, Ranka Jewellers is gearing towards a minimalist approach which spotlights the brand’s long-standing design heritage. The legacy brand which has 12 stores across Mumbai and Pune, has come up with an idea to offer its loyal customer base a more experiential and immersive shopping experience with its new Vivarambh jewellery lounge at their Chinchwad store.

More is more

It was in 2018 that Tejpal Ranka introduced the platform Chosen by Tejpal Ranka in the brand’s Empire Estate store in Chinchwad, Pune. The platform offers a personalised, one-on-one shopping experience where Ranka himself guides premium customers through their shopping journey. The idea was to cater to buyers who are looking for a specialised touch in their offline buying experience.

Ranka who has been a part of the design industry for 35 years now, prefers being a part of his buyers’ decision-making. “I have envisioned every piece and it’s a product of my mind. So I prefer being there when someone is exploring our signatures, especially the standout pieces,” he shares. The Chosen lounge boasts a 20,000-square feet area and is housed within the brand’s store which is more than a decade old.

“I have realised that there are premium clients who want something a little more curated, a more experiential approach perhaps and they’re willing to pay for the experience. It’s geared toward luxury, of course, and it helped me conceive Chosen,” adds Ranka.

While Chosen’s services are available on appointment only and can only accommodate one family or customer at a time, the 5,000 square feet Vivarambh lounge can accommodate eight walk-in customers or families.

The right tone

The expansive 5,000 square feet Vivarambh lounge relies on an eclectic tonal palette and soft neutral colours. The decor, though classic and polished has an engaging set-up with standout pieces on display. Customers can spot a good mix of one-of-a-kind statement jewellery, luxury pieces, contemporary jewellery, classic polki and more. The low seating is an intelligent touch and the space is also designed to offer customers to move around and explore the room.

Upping the USP

The brand’s selection of classic and contemporary hand-crafted jewellery is renowned for its diverse design elements. For buyers who are planning to buy a trousseau or are looking for some expert insight, Ranka believes Vivarambh can be a perfect one-stop destination, since it houses jewellery across different budgets, starting from Rs 3 lakh. “We have stylists on board who can help buyers make better decisions. The younger crop of buyers are informed consumers and prefer a curated touch. Our demographic would be any consumer who is shopping for milestone occasions or festivities. Splurging on high jewellery isn’t just restricted to affluent or upper-middle-class families anymore, more and more customers are looking to spend good money on significant purchases and we simply want them to have the best options out there,” says Ranka.

Courtesy: Retail Jeweller India News