The Hindu Business Line : Classic Jewels ropes in Neha Dhupia as brand ambassador

CLASSIC Jewels, the flagship jewellery brand from the $150-million Classic Diamonds (India) Ltd., has drawn up a blueprint for the domestic market foray that will see more theme stores and has roped in the services of Bollywood actress and former Miss India Neha Dhupia to serve as a brand ambassador.

The Director of Classic Diamonds, Mr Niraj Bhansali, told Business Line that "From a predominantly export oriented focus, we are now gradually looking inwards in the domestic market. We have established two mega theme stores and will set up two more by the year-end — one in South and the other in North. Interestingly, you may note, we do not have a store in Mumbai."

The company, which is set to gross annual revenues of $150 million this fiscal, is one of the leading players in the diamond industry having two manufacturing units in Gujarat and one jewellery design centre in Mumbai. The company plans to expand its jewellery design centre and R&D facility and seek to cater to the domestic market as well.

The group, which is one of the key Sight Holders with the Diamond Trading Company (DTC), is set to achieve a turnover of $20 million from its Seepz facility. The company's brand entry in the jewellery retailing business has been timed to capitalise on the current position of Classic Diamonds in the jewellery segment. The collection is contemporary and very Indian in the look and design and ranges from Rs 5,000 to Rs 5,00,000.

Mr Bhansali said, "Neha reflects the contemporary Indian youthfulness and passion. Her charm will provide us with the long-term brand association. We are slowly and yet steadily building up the domestic market. We are not into the mass market and have set up two stores last year. This year will see the roll out of two more theme stores. The company plans to structure events to market jewellery through this brand leadership."

More Stories on : Promotions & Offers | Gems & Jewellery

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
Gokaldas may bring in Nautica smart casuals

Potter on POGO

Bosch to double car service outlets

AirTel bundled post-paid offer for Rs 3,999

Kochi Corpn drive against name boards

Classic Jewels ropes in Neha Dhupia as brand ambassador

Tanishq's promotional offer

LG to take direct marketing route to push microwaves

Oriental risk products at post offices

`Content, quality make HBO a leader'

Coffee Day Takeaway to expand

Aprilia mulls boutique showrooms in India

M&M launches tractor range

Reckitt test-marketing Dettol skincare soap