With the new year dawning upon, 75 year old legacy Hari Prasad Gopi Krishna Saraf transforms into a new age brand, launching itself as Aisshpra Gems & Jewels. Being the premier jewellery destination of Uttar Pradesh, the brand revamps itself with a vision to become a jewellery house that stands true to its legacy of transparency, integrity and ethics, and yet evolving to the meet the needs of the new age consumer. Currently Lead Atul Saraf, Director Aisshpra Gems & Jewels, this transformation is a reflection of the transitions that the brand has undergone in terms of each and every aspect of business that includes every touch point their consumer is exposed to including Visual Merchandising, Sales, Invoicing, product designing and the brand identity.

  The new logo monogram of the Group is called “Swarna Kamal” (Golden Lotus) with its 8 petals in flowing form, it is symbolic of the purity of gold and the beauty of design which is what attracts every woman to her jewellery.

The transformation is the product of more than 6 months of research and development in understanding the market scenario & the changed consumer habits. The brand has launched several innovative campaigns for their market that include “Parivartan ki aur hamara Kadam” that educated the local masses that Hallmarking needs to be embraced before it becomes a mandate. The brand also tied up with Telly Calendar 2017 where 14 Television celebrities donned jewellery Aisshpra on the calendar.

Anoop Saraf, Director, Aisshpra gems & Jewels said that “The need of the hour is to reinforce ethical and transparent business processes. Our aim is to work in tandem with government’s initiatives for the gems and jewellery industry to ensure that our consumers are receptive towards the policy changes applied by the government. As a company, we have always evolved towards our consumers need and it is essential that the new age buyers receive a new age experience while shopping with us.