Online jewellery purchase is making a big headway in India: Parag Shah

by Vijay Yadav

One of the largest selling jewellery brands across India, KISNA Diamond and Gold Jewellery, launched in the year 2005, today has over 3,500 outlets across 29 states in India, offering an extensive range of Earrings, Rings, Pendants, Necklaces, Mangalsutra, Bracelets, Nose Pins, Bangles in 14KT and 18KT diamond and gold jewellery, which are 100% Certified and BIS Hallmarked.

The key features, which have enabled KISNA Diamond & Gold Jewellery make itself a trusted and established brand name in a short span of time, are purity and quality besides the customer-friendly and transparent policies attached to it.

In conversation with Adgully, Mr. Parag Shah, Director, KISNA Diamond & Gold Jewellery, speaks about the changing consumer behaviour when it comes to purchasing jewellery, the latest trends driving this industry, focus on localised marketing campaigns, and more.

How has the journey of KISNA Diamond and Gold Jewellery been so far?

Ever since it was established in 2005, KISNA has always reflected prevalent social norms and the women’s role in it. As the Indian women has evolved and so has her relation with jewellery, KISNA restaged in July 2022 to reflect the sensibilities of this modern woman. The brand has undergone a changeover in its visual identity, brand philosophy, and this drives its new communication and retail store identity.

What are the opportunities in the diamond and gold jewellery market today?

Opportunities like the festive and wedding seasons and long-lasting global trends attract consumers towards jewellery purchases. Market opportunities for diamonds, colour gemstones and gold are growing due to evolving consumer sensibilities and behaviour patterns. Additionally, minimalistic diamond jewellery has seen a growing demand, especially among the millennials and Gen Z, given the aspirational value attached to them.

What are your observations on consumer behaviour when it comes to buying jewellery in today’s times?

There has been a shift in jewellery purchase trends over the last couple of decades. However, in recent times, consumers have been upgrading their purchase behaviour by opting for diamonds – be it for everyday wear or for different celebrations, including festive and wedding. Additionally, there has been an increase in demand for lightweight jewellery that will elevate and complement everyday semblance.

How has KISNA transformed its identity over the years?

KISNA has been focusing on enhancing the brand’s significance and experience to resonate with the consumers and meet their evolving demands while maintaining its authenticity and values. With an aim to make diamond jewellery accessible to every Indian modern woman, the brand is paving new grounds with its new identity and philosophy.

What does the road ahead look like for the jewellery business in the times to come?

Consumers, today, are become more conscious when purchasing jewellery. Diamond jewellery has gained the richness appeal and adds elegance to a women’s ensemble. With reference to consumer demand, alongside offline, online jewellery purchase too is making a big headway. We aim to cater to these evolving trends and consumer demand through innovation and offering assortment. We aim to further strengthen associations with new and existing retailers through rapid franchise expansion across India in the near future and take them together in this journey of growth for the entire industry. Our offline expansion plans through the adoption of the franchise model are in line with KISNA's business approach and long-term vision to make diamonds accessible to the modern Indian women.

How have you fortified the marketing strategy for KISNA Diamond and Gold Jewellery?

KISNA endures a strong relation with its retailers and so far was primarily focused towards hyper-localised marketing initiatives. We collaborate with retailers to drive footfalls through localised marketing campaigns, in line with the brand’s new identity and renewed philosophy to speak to the modern Indian women. You will see a shift in our brand’s awareness strategy that is sure to match the ever-evolving sensibilities of modern Indian women in our upcoming announcements.

What is the brand proposition of KISNA Diamond and Gold Jewellery today?

KISNA is the reflection of the inner confidence and vibrancy of women. It is a flaunt feature of women’s inner confidence which the world can take note of.

How did the pandemic period impact the jewellery business?

The pandemic has had an adverse impact on the jewellery industry. A massive drop in consumer demand was witnessed, which affected businesses and sales overall. But 2022 has been good, given the festive and ongoing wedding season, which saw a boost in consumer demand.


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