The diamond jewellery brand of Gitanjali group, Gili has turned his vision towards the high-value jewellery to help it evolve into a “more mature” brand. Currently, the brand is well-known for the affordable jewellery for working women (the ‘9 to 5’ range) and teenagers at an average unit price of Rs 15,000, but now is looking forward towards the high-value jewellery for wedding, occasions, festivals, etc.

The company is looking forward to grow as more mature brand as it has seen the equity growth since its launch in 1994. Gili is currently targeting its older customer base to provide them beyond work-wear to occasions such as weddings and festivals with more expensive jewellery.

From last two years, the brand is offering high-value products — at an average unit price of Rs 50,000 — for festival and wedding wear. The brand currently sells diamond jewellery in 18K gold, and is now looking to sell 22K plain gold jewellery under the ‘Gili Gold’ label.

Mr Mehul Choksi, Chairman, Gitanjali group said that, “Today, the share of high-value jewellery is over 50 per cent”.  Gili is consolidating itself into two brands — a main brand catering to the high-end segment and a sub-brand for teens in the affordable segment.

Gili is not only dealing in jewellery but is also considering launching products such as eyewear, perfumes and scarves under the ‘Gili Lifestyle’ label.

The company has wide retail network in more than 30 cities in India. And it also has its presence in international market in countries like Singapore and Dubai and wants to expand it in countries like Nepal, Bangladesh, Sri Lanka, America and London.

Gili is on the verge of great expansion and hope it achieve the same with its new vision on high-value jewellery.

Related News:
Roberto Coin brings Cento Collection in Diamond
Mikimoto launches its high end jewellery collection
Tanishq launches first largest jewellery store in Chennai
Tiffany launches new 'Keys' jewellery collection

Related Books:
Designers on Jewellery
Jewellery from Natural Materials (Jewellery Handbooks)
Friedrich Becker Jewellery, Kinetics & Objects: Kinetic Jewellery

Add a comment

Posted by Naresh Koshti on 17 September, 2009 10:32:51 AM IST #