Financial Daily from THE HINDU group of publications
Wednesday, Mar 31, 2004
Financial Daily from THE HINDU group of publications Wednesday, Mar 31, 2004 |
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Marketing
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Strategy D'damas to roll out signature jewellery Our Bureau
New Delhi , March 30 WHILE one has heard of celebrities pitching in to help boost a brand's image, here is a case of celebrities giving a boost to the product itself. On the lines of international trends, where brand ambassadors are roped in to help design the product itself, jewellery firm, D'damas, has roped in five Bollywood stars to help design jewellery under the name `IIFA Glitterati collection', with the different lines being named after the stars themselves. The company has roped in stars such as Akshay Kumar, Suniel Shetty, Mahima Chaudhary, Celina Jaitley and Simran for the same. Says the Managing Director of D'damas Jewellery India, Mr Sameer Shah, "Our designers have spent ample time with the stars in order to design the jewellery in line with their personality. Incidentally, the signature of the star will be laser inscribed in each piece of jewellery. We have used both white and yellow gold, and the entry-level pricing is Rs 15,000." The jewellery will be sold in 130 jewellery retail stores. D'damas has no plans to set up its own exclusive outlets in the country. The company is a joint venture between Gemplus Jewellery and Damas, which claims to be the largest retailing jewellery brand chain in the West Asia.
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