Gajjah – Celebrating the divinity of elephants

Chennai-based NAC Jewellers has come out with a unique elephant-themed collection, Gajjah, to mark its golden jubilee. In a conversation with Suneeta Kaul, brothers Anandha Ramanujam and Arjun Vardharaj talk about what went into the making of the collection, and what the response has been like

Post By : IJ News Service On 12 January 2024 11:02 AM

Animal motifs have long been an intrinsic part of jewellery in India – flora and fauna are so inextricably intertwined with the spiritual aspect of Indians that it is but natural that they should find a place of pride in modern jewellery as well. Recognizing the deep connect the country has with animals, Chennai-based NAC Jewellers has come out with a signature collection inspired by divine elephants, aptly titled ‘Gajjah’.

“Elephants have been immortalised in our art, architecture, and poetry for long,” says Anandha Ramanujam, Executive Director, NAC Jewellers, adding, “They are closely associated with Indian culture, particularly South Indian culture. And jewellery is an extension of our culture. It has always been closely linked to our way of life. We are celebrating our golden jubilee this year, and to mark the occasion, we wanted to do something special. That’s how we came up with the idea of ‘Gajjah’, a collection that celebrates the divinity and magnificence of elephants.”

Gold, diamonds and Gajjah!

Gajjah is crafted in gold, diamonds and other precious stones, and is meant for celebrating weddings and special occasions. The collection comprises various pieces of jewellery. “It is an entire range, from small pendants to a complete bridal set. South Indian bridal sets consist of a series of short necklaces, long necklaces, maang tikkas, and so forth. As for the price, it ranges from Rs 1 lakh to Rs 1 crore,” Ramanujam explains.

Sharing more details about Gajjah, he says that it took NAC six to eight months to get the collection from the drawing board to the counters. “A lot of research went into creating this collection. After the initial sketches were presented, and the initial trial and error was over, the designs came out very well.”

Presently available only in the Lotus Lounge in the flagship store of NAC at TNagar, the collection is turning out to a big hit. Says Arjun Vardharaj, co-Executive Director of NAC, “We launched the collection on December 9, but already, people are raving about it. It has only been a short while, but the response has been phenomenal. We have sold a number of pieces in a short period of time. We ourselves are very surprised and excited by the response.”

Initial response highly encouraging

In keeping with the tradition of NAC Jewellers, no celebrities were involved in the launch. It was a soft launch, with announcements made on social media, and a few influencers present on the occasion. “Everyone was floored by the collection. People have simply loved it. Some ended buying it at the launch event itself. Others expressed intent to buy it at a later stage,” adds Ramanujam.

?Says Vardharaj, “We promoted the collection digitally, with exclusive photo shoots of women showcasing our collections. We also resorted to traditional channels, such as newspaper ads, TV slides and newer channels, such as branding in crowded places like malls.

“Besides, we always maintain a close connect with our customers. That’s why we are inviting different groups of women every week to give them a first-hand experience of our collection, where they not only get to try it on, but also get a sneak peek at what goes into the making of every piece.”

With the wedding season approaching, Gajjah might end up becoming a part of the trousseau of many brides. Time will tell.

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