Our Chief Operating Officer, Amit Choudhary, takes us through the journey of Isharya stores and the thinking behind it: “When I first met Gauri (Tandon) she asked me to visit the store in Bandra. She sent me a Google Maps location on my phone. And I followed the GPS and I landed up somewhere near a milk booth. I was appalled by the location of the store. It was hardly visible and amidst other stores that did not resonate with the kind of jewellery we were offering. The store was in Bandra but not ideal for Isharya. It was not what I had visualised for the brand. With the belief in the strength of Product and Design and a focused vision in mind, I started the journey and presented my vision to Gauri. Once she was convinced, the first step was to take Isharya to the best malls across India. We needed the footfalls and our customers to see us. Getting visibility in a reputed mall was the best strategy to market the brand immediately. After a lot of effort, in 2018 we opened our first store on the 2nd floor of Select City Walk, Delhi. We made sure to build a strong in-store team of expert stylists who offer a curated shopping experience. We also ensured that the focus was on jewellery that you can touch and feel. It’s not locked away. It is accessible and screaming ‘come and try me’. This was a turning point in our brand journey because we started clocking in revenue worth 13-14Lacs (in select locations) which was a challenge in the early days. Our second store opened at DLF Emporio and the third one at DLF Promenade followed by our flagship store at Phoenix Palladium, Mumbai the same year. There was no looking back from there. Today we have eight stores across the country with many more in the pipeline. As a brand in the retail space, our conversion rate fluctuates between 60% - 65% and our repeat rate fluctuates between 40%-45% which is impressive by current industry standards. Our mission now is to make Isharya an omnichannel business and take it to Tier 2 and Tier 3 cities so that everyone in the country can experience high-quality luxury fashion jewellery.” Scroll down to see how our stores have evolved through the years.
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Lokendra Khare
2mo
Impressive growth! 👏
COO at ISHARYA | ISB | NIFT | ITC | GENESIS LUXURY | RBL
2moStory of building and taking isharya from the Bandra to the top malls of India . Congratulations to all isharians . Many more to come!!!