Change is in the air and there has been much – and ongoing – discussion on the evolving nature of the jewellery retail industry. One factor which has worked almost at a subliminal level and spurred the traditional jewellery retail sector to move forward is the entry of organised, professional players into the sector. Their approach to every aspect of the business tends to be different, distinct, and based on policies and practices generally removed from traditional players, creating a new paradigm, thus stimulating the latter to adapt new practices in turn. Nothing exemplifies this more than Kama Schachter’s recent foray into retail – from the manner in which the strategy was drawn up to the final creation and launch of the various aspects of their plan, it has all been done on the most professional basis. But, more of that later. First, an introduction to the company.%% {{The Company}} %% Kama Schachter, established in 1996, and headquartered in Mumbai has attained the distinction of today being counted amongst the top ten manufacturers and exporters of diamond jewellery in Asia. “Our production facilities include four factories with an average capacity of one lakh pieces per month,” Colin Shah, founder and Managing Director of Kama Schachter, informs us. “Years of innovation backed by our facilities for mass production with mechanization for precision, high standards in quality, a wide assortment of basic skus, and a fully integrated ERP system have resulted in our ability to supply superior products at competitive prices along with customer friendly measures such as on-time delivery and efficient post-sales service.” %% What is more, Kama’s design studio comprising talented designers is ably supported by the model-making bases in Hong Kong and India having a capacity of 500 styles per month. As a leading exporter, Kama has a network of offices in India, USA, Japan, and Hong Kong and a widespread global distribution network in major markets, namely, India, USA, Europe, Russia, Japan, Middle East and Australia.%% Touching upon the milestones on the route that finally led to retail, Shah says “A strategic decision propelled by a desire to differentiate ourselves led us to the development of ‘private labels’ which tasted success in the American market and which is now an integral part of our business strategy today.”%%

{{The Concept}}%% With India emerging as a strong diamond jewellery market and given Kama’s forward thinking approach, it seems only natural that the company chose to enter the retail sector in this country. “Kama’s retail venture was on the cards since some time now. There are multiple factors that drove our foray into retail,” explains Shah. “Over the last 15 years, with us servicing leading jewellery retailers globally we have closely observed the jewellery retail practices worldwide. Internationally, there are multiple jewellery retail formats that co-exist. Having experienced jewellery retail closely, we realised that there is a good scope for a lot of specialised offerings in this segment in India.”%% However, observation, inclination and feeling were not reason enough to jump in. Kama set about checking on their hypotheses in a professional manner – they studied the market. %% “Our market research in this area threw up certain encouraging facts,” elaborates Shah. “For example, everyone offers jewellery for all occasions and all products. Thus there is no specific story or proposition in the communication that is going out to the end users. Another aspect that came out strongly was about the changing jewellery buying habits amongst urban couples between the age group of 20-40 years. And other facts emerged, like occasions to groom have increased; the bride and groom independently shopping for weddings; customers looking for practicality in jewellery purchase.” %% And lo and behold, the big idea struck. From the insights gained through the research, a concept was born The study, Shah says, got them thinking about an opportunity for a specialised store for today’s urban couples. “A concept,” he continues, “where the entire premise for the brand is around ‘Romantic Love’. In other words, we wanted to launch a ‘Love Destination Store’.”%%

{{The Store}}%% With a clear central idea underlying the venture, it was not difficult to work out the design elements of the store. After care of the essentials and ensuring that the practical factors -- like lighting, jewellery displays etc – were elegant and sophisticated, three particular elements were integrated into the store design to highlight the love theme. %% For one, while the rest of the store is done up in shades of brown and beige, a leather-clad store partition in deep purple greets everyone who enters the store. “Purple has a strong association with romance and passion so the use of this color subtly hints at the mainstay of our store’s proposition,” explains Shah.%% Another feature is the life size posters that adorn the wall panels of the store. These are evocative depictions of “the subtle nuances shared by couples”. %% “Images of couples of different ages and at different stage of life have been interspersed seamlessly into the store décor to bring a ‘real life’ feel to the otherwise fantasy world of romantic love,” says Shah.%% And last, but certainly not the least, there is a very special feature: “A lounge area where we can set stage say for the ‘first date’ or to ‘Pop the Question’ or just to ‘celebrate a special milestone’ that the couple wishes to,” beams Shah. %% The store designs and plans were drawn up by KNS Architects, Mumbai. The brief: to create a modern jewellery store. The final effect: an extremely elegant and contemporary and look and feel, highlighting the “love destination” concept. %%

This was achieved through the combination of a use of an innovative palette and a variety of materials. Deep purple, beiges and browns are used in a complementing manner. Purple is used as it signifies elegance, class and romance whereas the hue of brown and beige lends the store a warm glow in subtle contrast to the vibrancy of the striking purple. %% Purple leather is used for accenting the basic design, walnut veneer for the display windows and counters, purple and brown satin-silk for the upholstery and two-tone paint basically for the walls while Italian marble on the floor imparts the final touch. All elements are used keeping in mind an atmosphere of comfort in the store. Lighting is kept warm yet simple such that the customers can get the right feel of the jewellery pieces showcased. Wall display and counter display both are used to bring about the right flow in showcasing the jewellery.%% Kama Jewellery offers a wide range of diamond jewellery in gold and platinum like rings, earrings, pendant sets, bangles, bracelets and necklaces, in a range of between Rs. 10,000 to Rs. 1 lakh. %% However, as everyone knows, the first and most popular pledge of love between a couple is a ring. Kama decided that if its stores were to be ‘Love Destinations’ it would be necessary for them to hold the widest collection of rings. “Almost 50 per cent of our product range comprises rings – bridal, anniversary bands, couple bands, promise rings, traditional rings, cocktail rings, men’s rings et al,” says Shah. “The other 50 per cent is other jewellery such as earrings, pendants, bangles, bracelets and necklace sets. We propose to have jewellery starting from Rs.10000 upwards to Rs. 1 lakh. Kama also plans to launch its own private labels – Kama Love and Kama Platinum. These two brands will be promoted in the stores.” %%

“Our private label brands already have gained some popularity in the market,” continues Shah. “Kama Love comprises 25 pairs of plain and diamond studded couple bands in yellow, white, pink and two tone gold, celebrating the uniqueness between a couple. Kama Platinum is a design universe of 320 bestselling products in platinum.”%% Where the product stocked in the store is concerned, Shah feels that being a ‘manufacturer-retailer’ has given the jewellery retail venture a distinct set of advantages in terms of product offering, quality, sharper pricing etc.%% A carefully chosen staff of experienced and qualified, trained professionals mans the store. Special uniforms in brand colours have been designed for the front line sales staff.%% Pointing out one of the highlight of the store, Shah says, “The ‘diamond’ motif in our logo has been classically used to form the show windows in the reception area as well as in the detailing of all the furniture displayed in the store.” %% Like most professional jewellers, he feels that the selling ambience is extremely important in the retail segment. “The store ambience needs to reflect the personality of the brand and also allow the comfort and practicality for purchase,” Shah says. %% Kama also realises the importance of marketing and has planned for it. “This being the first phase of marketing the retail formats, we are adopting a general marketing approach through ATL and BTL activities,” explains Shah. “The private label brands have their own media strategy and the showroom will have its share of promotion through target customer centric BTL activities.”%% The first store is off the ground. But the curtain has just gone up on Act I, and there is more to come. “We plan to open 20 exclusive brand outlets in the next 5 years in the four major metros,” Shah tells us. %% Love is in the air. And Indian couples have a new destination to help them realise their romantic dreams. Change is in the air. And the jewellery retail sector’s bar has just gone up a notch.%%

Change is in the air and there has been much – and ongoing – discussion on the evolving nature of the jewellery retail industry. One factor which has worked almost at a subliminal level and spurred the traditional jewellery retail sector to move forward is the entry of organised, professional players into the sector. Their approach to every aspect of the business tends to be different, distinct, and based on policies and practices generally removed from traditional players, creating a new paradigm, thus stimulating the latter to adapt new practices in turn. Nothing exemplifies this more than Kama Schachter’s recent foray into retail – from the manner in which the strategy was drawn up to the final creation and launch of the various aspects of their plan, it has all been done on the most professional basis. But, more of that later. First, an introduction to the company.%% {{The Company}} %% Kama Schachter, established in 1996, and headquartered in Mumbai has attained the distinction of today being counted amongst the top ten manufacturers and exporters of diamond jewellery in Asia. “Our production facilities include four factories with an average capacity of one lakh pieces per month,” Colin Shah, founder and Managing Director of Kama Schachter, informs us. “Years of innovation backed by our facilities for mass production with mechanization for precision, high standards in quality, a wide assortment of basic skus, and a fully integrated ERP system have resulted in our ability to supply superior products at competitive prices along with customer friendly measures such as on-time delivery and efficient post-sales service.” %% What is more, Kama’s design studio comprising talented designers is ably supported by the model-making bases in Hong Kong and India having a capacity of 500 styles per month. As a leading exporter, Kama has a network of offices in India, USA, Japan, and Hong Kong and a widespread global distribution network in major markets, namely, India, USA, Europe, Russia, Japan, Middle East and Australia.%% Touching upon the milestones on the route that finally led to retail, Shah says “A strategic decision propelled by a desire to differentiate ourselves led us to the development of ‘private labels’ which tasted success in the American market and which is now an integral part of our business strategy today.”%%

{{The Concept}}%% With India emerging as a strong diamond jewellery market and given Kama’s forward thinking approach, it seems only natural that the company chose to enter the retail sector in this country. “Kama’s retail venture was on the cards since some time now. There are multiple factors that drove our foray into retail,” explains Shah. “Over the last 15 years, with us servicing leading jewellery retailers globally we have closely observed the jewellery retail practices worldwide. Internationally, there are multiple jewellery retail formats that co-exist. Having experienced jewellery retail closely, we realised that there is a good scope for a lot of specialised offerings in this segment in India.”%% However, observation, inclination and feeling were not reason enough to jump in. Kama set about checking on their hypotheses in a professional manner – they studied the market. %% “Our market research in this area threw up certain encouraging facts,” elaborates Shah. “For example, everyone offers jewellery for all occasions and all products. Thus there is no specific story or proposition in the communication that is going out to the end users. Another aspect that came out strongly was about the changing jewellery buying habits amongst urban couples between the age group of 20-40 years. And other facts emerged, like occasions to groom have increased; the bride and groom independently shopping for weddings; customers looking for practicality in jewellery purchase.” %% And lo and behold, the big idea struck. From the insights gained through the research, a concept was born The study, Shah says, got them thinking about an opportunity for a specialised store for today’s urban couples. “A concept,” he continues, “where the entire premise for the brand is around ‘Romantic Love’. In other words, we wanted to launch a ‘Love Destination Store’.”%%

{{The Store}}%% With a clear central idea underlying the venture, it was not difficult to work out the design elements of the store. After care of the essentials and ensuring that the practical factors -- like lighting, jewellery displays etc – were elegant and sophisticated, three particular elements were integrated into the store design to highlight the love theme. %% For one, while the rest of the store is done up in shades of brown and beige, a leather-clad store partition in deep purple greets everyone who enters the store. “Purple has a strong association with romance and passion so the use of this color subtly hints at the mainstay of our store’s proposition,” explains Shah.%% Another feature is the life size posters that adorn the wall panels of the store. These are evocative depictions of “the subtle nuances shared by couples”. %% “Images of couples of different ages and at different stage of life have been interspersed seamlessly into the store décor to bring a ‘real life’ feel to the otherwise fantasy world of romantic love,” says Shah.%% And last, but certainly not the least, there is a very special feature: “A lounge area where we can set stage say for the ‘first date’ or to ‘Pop the Question’ or just to ‘celebrate a special milestone’ that the couple wishes to,” beams Shah. %% The store designs and plans were drawn up by KNS Architects, Mumbai. The brief: to create a modern jewellery store. The final effect: an extremely elegant and contemporary and look and feel, highlighting the “love destination” concept. %%

This was achieved through the combination of a use of an innovative palette and a variety of materials. Deep purple, beiges and browns are used in a complementing manner. Purple is used as it signifies elegance, class and romance whereas the hue of brown and beige lends the store a warm glow in subtle contrast to the vibrancy of the striking purple. %% Purple leather is used for accenting the basic design, walnut veneer for the display windows and counters, purple and brown satin-silk for the upholstery and two-tone paint basically for the walls while Italian marble on the floor imparts the final touch. All elements are used keeping in mind an atmosphere of comfort in the store. Lighting is kept warm yet simple such that the customers can get the right feel of the jewellery pieces showcased. Wall display and counter display both are used to bring about the right flow in showcasing the jewellery.%% Kama Jewellery offers a wide range of diamond jewellery in gold and platinum like rings, earrings, pendant sets, bangles, bracelets and necklaces, in a range of between Rs. 10,000 to Rs. 1 lakh. %% However, as everyone knows, the first and most popular pledge of love between a couple is a ring. Kama decided that if its stores were to be ‘Love Destinations’ it would be necessary for them to hold the widest collection of rings. “Almost 50 per cent of our product range comprises rings – bridal, anniversary bands, couple bands, promise rings, traditional rings, cocktail rings, men’s rings et al,” says Shah. “The other 50 per cent is other jewellery such as earrings, pendants, bangles, bracelets and necklace sets. We propose to have jewellery starting from Rs.10000 upwards to Rs. 1 lakh. Kama also plans to launch its own private labels – Kama Love and Kama Platinum. These two brands will be promoted in the stores.” %%

“Our private label brands already have gained some popularity in the market,” continues Shah. “Kama Love comprises 25 pairs of plain and diamond studded couple bands in yellow, white, pink and two tone gold, celebrating the uniqueness between a couple. Kama Platinum is a design universe of 320 bestselling products in platinum.”%% Where the product stocked in the store is concerned, Shah feels that being a ‘manufacturer-retailer’ has given the jewellery retail venture a distinct set of advantages in terms of product offering, quality, sharper pricing etc.%% A carefully chosen staff of experienced and qualified, trained professionals mans the store. Special uniforms in brand colours have been designed for the front line sales staff.%% Pointing out one of the highlight of the store, Shah says, “The ‘diamond’ motif in our logo has been classically used to form the show windows in the reception area as well as in the detailing of all the furniture displayed in the store.” %% Like most professional jewellers, he feels that the selling ambience is extremely important in the retail segment. “The store ambience needs to reflect the personality of the brand and also allow the comfort and practicality for purchase,” Shah says. %% Kama also realises the importance of marketing and has planned for it. “This being the first phase of marketing the retail formats, we are adopting a general marketing approach through ATL and BTL activities,” explains Shah. “The private label brands have their own media strategy and the showroom will have its share of promotion through target customer centric BTL activities.”%% The first store is off the ground. But the curtain has just gone up on Act I, and there is more to come. “We plan to open 20 exclusive brand outlets in the next 5 years in the four major metros,” Shah tells us. %% Love is in the air. And Indian couples have a new destination to help them realise their romantic dreams. Change is in the air. And the jewellery retail sector’s bar has just gone up a notch.%%

Change is in the air and there has been much – and ongoing – discussion on the evolving nature of the jewellery retail industry. One factor which has worked almost at a subliminal level and spurred the traditional jewellery retail sector to move forward is the entry of organised, professional players into the sector. Their approach to every aspect of the business tends to be different, distinct, and based on policies and practices generally removed from traditional players, creating a new paradigm, thus stimulating the latter to adapt new practices in turn. Nothing exemplifies this more than Kama Schachter’s recent foray into retail – from the manner in which the strategy was drawn up to the final creation and launch of the various aspects of their plan, it has all been done on the most professional basis. But, more of that later. First, an introduction to the company.%% {{The Company}} %% Kama Schachter, established in 1996, and headquartered in Mumbai has attained the distinction of today being counted amongst the top ten manufacturers and exporters of diamond jewellery in Asia. “Our production facilities include four factories with an average capacity of one lakh pieces per month,” Colin Shah, founder and Managing Director of Kama Schachter, informs us. “Years of innovation backed by our facilities for mass production with mechanization for precision, high standards in quality, a wide assortment of basic skus, and a fully integrated ERP system have resulted in our ability to supply superior products at competitive prices along with customer friendly measures such as on-time delivery and efficient post-sales service.” %% What is more, Kama’s design studio comprising talented designers is ably supported by the model-making bases in Hong Kong and India having a capacity of 500 styles per month. As a leading exporter, Kama has a network of offices in India, USA, Japan, and Hong Kong and a widespread global distribution network in major markets, namely, India, USA, Europe, Russia, Japan, Middle East and Australia.%% Touching upon the milestones on the route that finally led to retail, Shah says “A strategic decision propelled by a desire to differentiate ourselves led us to the development of ‘private labels’ which tasted success in the American market and which is now an integral part of our business strategy today.”%%

{{The Concept}}%% With India emerging as a strong diamond jewellery market and given Kama’s forward thinking approach, it seems only natural that the company chose to enter the retail sector in this country. “Kama’s retail venture was on the cards since some time now. There are multiple factors that drove our foray into retail,” explains Shah. “Over the last 15 years, with us servicing leading jewellery retailers globally we have closely observed the jewellery retail practices worldwide. Internationally, there are multiple jewellery retail formats that co-exist. Having experienced jewellery retail closely, we realised that there is a good scope for a lot of specialised offerings in this segment in India.”%% However, observation, inclination and feeling were not reason enough to jump in. Kama set about checking on their hypotheses in a professional manner – they studied the market. %% “Our market research in this area threw up certain encouraging facts,” elaborates Shah. “For example, everyone offers jewellery for all occasions and all products. Thus there is no specific story or proposition in the communication that is going out to the end users. Another aspect that came out strongly was about the changing jewellery buying habits amongst urban couples between the age group of 20-40 years. And other facts emerged, like occasions to groom have increased; the bride and groom independently shopping for weddings; customers looking for practicality in jewellery purchase.” %% And lo and behold, the big idea struck. From the insights gained through the research, a concept was born The study, Shah says, got them thinking about an opportunity for a specialised store for today’s urban couples. “A concept,” he continues, “where the entire premise for the brand is around ‘Romantic Love’. In other words, we wanted to launch a ‘Love Destination Store’.”%%

{{The Store}}%% With a clear central idea underlying the venture, it was not difficult to work out the design elements of the store. After care of the essentials and ensuring that the practical factors -- like lighting, jewellery displays etc – were elegant and sophisticated, three particular elements were integrated into the store design to highlight the love theme. %% For one, while the rest of the store is done up in shades of brown and beige, a leather-clad store partition in deep purple greets everyone who enters the store. “Purple has a strong association with romance and passion so the use of this color subtly hints at the mainstay of our store’s proposition,” explains Shah.%% Another feature is the life size posters that adorn the wall panels of the store. These are evocative depictions of “the subtle nuances shared by couples”. %% “Images of couples of different ages and at different stage of life have been interspersed seamlessly into the store décor to bring a ‘real life’ feel to the otherwise fantasy world of romantic love,” says Shah.%% And last, but certainly not the least, there is a very special feature: “A lounge area where we can set stage say for the ‘first date’ or to ‘Pop the Question’ or just to ‘celebrate a special milestone’ that the couple wishes to,” beams Shah. %% The store designs and plans were drawn up by KNS Architects, Mumbai. The brief: to create a modern jewellery store. The final effect: an extremely elegant and contemporary and look and feel, highlighting the “love destination” concept. %%

This was achieved through the combination of a use of an innovative palette and a variety of materials. Deep purple, beiges and browns are used in a complementing manner. Purple is used as it signifies elegance, class and romance whereas the hue of brown and beige lends the store a warm glow in subtle contrast to the vibrancy of the striking purple. %% Purple leather is used for accenting the basic design, walnut veneer for the display windows and counters, purple and brown satin-silk for the upholstery and two-tone paint basically for the walls while Italian marble on the floor imparts the final touch. All elements are used keeping in mind an atmosphere of comfort in the store. Lighting is kept warm yet simple such that the customers can get the right feel of the jewellery pieces showcased. Wall display and counter display both are used to bring about the right flow in showcasing the jewellery.%% Kama Jewellery offers a wide range of diamond jewellery in gold and platinum like rings, earrings, pendant sets, bangles, bracelets and necklaces, in a range of between Rs. 10,000 to Rs. 1 lakh. %% However, as everyone knows, the first and most popular pledge of love between a couple is a ring. Kama decided that if its stores were to be ‘Love Destinations’ it would be necessary for them to hold the widest collection of rings. “Almost 50 per cent of our product range comprises rings – bridal, anniversary bands, couple bands, promise rings, traditional rings, cocktail rings, men’s rings et al,” says Shah. “The other 50 per cent is other jewellery such as earrings, pendants, bangles, bracelets and necklace sets. We propose to have jewellery starting from Rs.10000 upwards to Rs. 1 lakh. Kama also plans to launch its own private labels – Kama Love and Kama Platinum. These two brands will be promoted in the stores.” %%

“Our private label brands already have gained some popularity in the market,” continues Shah. “Kama Love comprises 25 pairs of plain and diamond studded couple bands in yellow, white, pink and two tone gold, celebrating the uniqueness between a couple. Kama Platinum is a design universe of 320 bestselling products in platinum.”%% Where the product stocked in the store is concerned, Shah feels that being a ‘manufacturer-retailer’ has given the jewellery retail venture a distinct set of advantages in terms of product offering, quality, sharper pricing etc.%% A carefully chosen staff of experienced and qualified, trained professionals mans the store. Special uniforms in brand colours have been designed for the front line sales staff.%% Pointing out one of the highlight of the store, Shah says, “The ‘diamond’ motif in our logo has been classically used to form the show windows in the reception area as well as in the detailing of all the furniture displayed in the store.” %% Like most professional jewellers, he feels that the selling ambience is extremely important in the retail segment. “The store ambience needs to reflect the personality of the brand and also allow the comfort and practicality for purchase,” Shah says. %% Kama also realises the importance of marketing and has planned for it. “This being the first phase of marketing the retail formats, we are adopting a general marketing approach through ATL and BTL activities,” explains Shah. “The private label brands have their own media strategy and the showroom will have its share of promotion through target customer centric BTL activities.”%% The first store is off the ground. But the curtain has just gone up on Act I, and there is more to come. “We plan to open 20 exclusive brand outlets in the next 5 years in the four major metros,” Shah tells us. %% Love is in the air. And Indian couples have a new destination to help them realise their romantic dreams. Change is in the air. And the jewellery retail sector’s bar has just gone up a notch.%%