Ariez Tata, Managing Director of Nascent Jewellery pvt. ltd. speaks about vital statistics on branding and his newly acquired brand NIRVANA in this exclusive

Nascent Jewellery has been instrumental in executing two of the most successful jewellery brands in India – Voila and Nirvana Jewellery. What was it that prompted you in an era where India is witnessing various evolving jewellery brands?

Nirvana Diamond Jewellery and Viola Jewels have always created and occupied their niche in the market. Yes, the competition is huge and all jewellery brands are doing fairly well. We have managed to position of both the brands well and since our target audience stratification is very well defined, they are both successful brands in their own right.

Today there are innumerable brands in the Indian jewelery market, each vying for shelf space. Do you think over a period of time the jeweller will end up becoming a trader, only dealing in branded jewellery?

No, we are of the opinion that jewelers at large will never limit themselves to becoming traders dealing in only branded jewellery. It is imperative to understand that the market for Branded jewellery is still in its nascent stages in India, where the purchase of jewellery has always been a tradition, implying that trust is the primary factor in its functioning. Customers are still known to call karigars home to plan wedding trousseaus, or even jewellery for personal wear. The level of trust, ownership & friendship runs for years and becoming almost like family. But as a generation tides over, given to the current trend, it is highly possible that there will be exponential growth in the faction of customers wanting and buying Branded jewellery. The factor of brand awareness continues to grow directionally proportionate to the number of impatient customers with an increasing spending power.

Your latest take-over of Nirvana Jewellery Brand - is a surprise. Why did you choose to take-over another brand when you could have launched one with this venture in India?

Yes we recently took over Nirvana Diamond Jewellery which is now a part of Nascent Jewellery Pvt Ltd. We are looking at coming up with new a collection of Nirvana Diamond Jewellery. It is one amongst our numerous plans for the future. Viola Jewels on the other hand, is a high end luxury brand and has always catered to an entirely different target audience, purely because of its product type. Viola is that wild child out there in the jewellery wells of the stores, we sell product there which is unique to that brand, be it electro forming, or enamel, or special cut color stones, and all of that with a twist, and very conventional. We needed to introduce a focused and serious diamond brand too, and Nirvana fit the bill just perfect when it came to catering to the ever demanding and growing diamond jewellery customer base.

Have you considered launching your own International brand in specific markets like the US, Europe or Far East?

No, as of now we have not planned to launch our brand in International markets, but it is cert ainly a part of our future plan.

Branding is an expensive affair and involves lot of money. What is your advice to other corporate houses wishing to launch or already are marketing branded jewellery?

Marketing of a brand is very essential for its growth. Plans for marketing i.e. Advertising, PR, Branding, Digital or BTL activities solely depend on what segment the brand is directed towards catering i.e. wedding jewellery, fashion, youth, etc. All these tools have to be used in a focused and effective way. If used well, they will always bring positive results crossing over that thin line between an expense and investment. In order to build an emotional connect with the consumer, the best approach is to adopt an entire360 degrees marketing umbrella that has its emotional connect in place. For this, one must seek one’s customer, identify them, and then woo them.