Our aim was to bring in the romance factor to attract customers, whilst ensuring that the affordability of Tara’s product was clearly communicated through the brand positioning, communication and the store design.
Tara Jewellers, the largest exporter of diamond jewellery in India, asked FITCH to create a retail brand and store concept for the Indian high street. The core strategy of the brand being “affordable and accessible with a luxury quotient”.
Breaking the norm in India of over the counter transactions, FITCH introduced the concept of a ‘browse wall’ display of jewellery. This ensured that customers could get closer to the jewellery pieces on display, ensuring an optimal shopping experience.
On top of this, there was a need to communicate a feeling of trust and reliability, and so we added an ‘open workshop’ concept for each store, where customers get a glimpse of behind the scenes at Tara, watching craftsmen create and repair jewellery in front of them.