Having just renovated his store, Shikhar Agarwal of Kamna Jewellers talks to Suneeta Kaul about what prompted him to expand the business, and his plans for the coming times
Kamna Jewellers, the Bulandshahr-based jewellery store, is in competition with itself. “We want to outdo ourselves,” declares Shikhar Agarwal, who is a first-generation entrepreneur, and owns the company jointly with his brother, Shimul Agarwal.
Set up in 1993, Kamna Jewellers has been catering to a mixed clientele – the store has jewellery that appeals to various segments of the population. In 2019, the company decided to go for renovation of the store, and add more space to it. “But just as we started, the pandemic broke out. We had to postpone our plans, but we re-started as soon as we could,” says Agarwal.
Having roped in Rahul Bansal of groupDCA, the Delhi-based interior design and architecture firm, to give shape to his vision, Agarwal gave a simple mandate to Bansal: create an appealing, functional space where patrons can relax and shop in peace.
“It took us quite some time to complete the renovation, but we did not close the store for even one day. We made sure that our customers did not face any inconvenience while the renovation work was on. We completed the work by October 2022, around Karwa Chauth,” says Agarwal. This was quite an achievement, considering two floors were added, and the total area was increased to 5400 sq ft from 1800 sq ft.
New look, new aspirations
Ask Agarwal what prompted him to undertake a massive renovation exercise, and he has a lot to say: “We decided to renovate so that we could meet the growing requirements of our customers. Our business is expanding, and it made sense to have a new look. The store has now been designed as per international luxury retail standards. Since 1993, we have been focusing on strengthening our product, both in terms of design and quality. The time had come for us to spread our wings and take the next step forward.”
The renovated store has a contemporary design, and does not reflect any specific time period. The emphasis is on space, ease of shopping, comfort and elegance. Adds Agarwal, “To give the customer a great buying experience, we have carefully curated the store’s environment, from the fragrance to the special lights for different types of jewellery. We are particularly big on wedding jewellery.”
Cognizant of the changing nature of in-store retailing, where customers are looking to not just buy jewellery, but have a purchase journey that they can remember and splash on social media, Kamna Jewellers has gone the extra mile to provide a memorable shopping experience to its patrons. Says Agarwal, “Our store is designed to offer an unforgettable experience to customers. For instance, when a would-be bride comes to the store to buy her wedding jewellery, she will be pampered. Selecting jewellery is a very special and personal moment for a bride. Accordingly, our bridal lounges offer the privacy and peace of mind required to shop for such important occasions.
“We have the facility to allow brides to try our jewellery with their wedding outfits in an exclusive environment. We also have special nooks with mirrors around the store where the jewellery can be tried on.”
With an in-house jewellery design team to assist with customization of designs and sizes, Kamna Jewellers caters to different segments of buyers, with a special focus on millennials. “Our newly added range of light-wear and ultra-luxurious Forevermark diamond jewellery caters to the millennial generation that holds a significant percentage of jewellery buying power. There is an increasing demand for destination wedding, resort-wear, office-wear and daily-wear jewellery stemming from this cohort, and we are fully geared to meet such a demand,” says Agarwal.
The company is in the process of stitching up its social media strategy, and plans to be more visible on digital platforms. It will also launch an e-commerce website soon. “We want to be available and accessible from any corner of the world and become a household name for all things jewellery,” declares Agarwal.