Founded in 1981 by husband-wife duo Rajeev and Purnima Sheth, the jewellery brand Rose is touted to be India’s answer to Tiffany & Co. With a strong focus on luxury, sophistication and originality, they have created heirlooms to be passed on by the new age royalty to younger generations. The brand is hosting an exclusive exhibition of their finest products at Blue Diamond, Pune - IHCL SeleQtions, on August 6-7, 11 am-9 pm.
The driving force behind the brand is managing director Biren Vaidya, who also happens to be Purnima’s brother. Talking about his artistic vision for the brand, he says, “Rose has always stood for distinctive designs, exquisite craftsmanship and the highest standards of quality. This has helped the brand create a loyal customer base within the top families in India and the globe. As the brand looks to enter new categories, the ethos of the brand in design, craftsmanship and high quality will not change.”
The brand is at par with renowned international brands such as the French Van Cleef & Arpels. “We want to define our own path. At Rose, we believe that the experience is as important as the actual product and hence we curate every little part of our customer journey to ensure that the consumer is satisfied with their experience in every way,” says Vaidya.
The exhibition in the city will have three collections on display — Colours of Life, Jadau and Treasures. “The Colours of Life collection will have pieces with a combination of two or more coloured gems and diamonds designed in a unique Rose way for the fashionable younger generation. Our Jadau collection is an assortment of exquisite Indian jewellery sets using flat-cut diamonds in a gold casing, with beautiful enameling work at its back. Rose Treasures are one-of-a-kind exceptional masterpieces set with rare, exquisite gems never to be replicated,” he describes.
Their target customer base, he informs, includes every woman. “After all, a diamond is a girl’s best friend. We don’t want to segment our audience because every woman has an aspiration to look good and feel good,” he says.
With millennials giving up everything that was mainstream while inspiring and indulging in all kinds of offbeat trends, it has become a tough situation for brands to keep track of what will work for them and what will flop at the market. But Rose manages to catch the pulse of the market. “Gen X and millennials are not interested in spending large chunks of their money on jewellery and would rather purchase everyday wear jewellery. While we do cater to bridal customers, we have also started introducing new collections like Rac N Stac and Colours of Life that makes jewellery fun for the young, modern generation. We cater to all price points when it comes to fine jewellery,” he says.
With their stores at Hormuz Mansion, Breach Candy, Mumbai, and DLF Emporio, Delhi, the brand has extensive plans of expansion across India. “Every year we do private exhibitions to cater to our clientele around the country, as well as across the world. In the near future, we will also be expanding our footprint by adding three national stores and two international stores. We will also be moving the brand into multiple categories outside of our base in jewellery,” shares Vaidya.
