Recently, Zoya launched its very first registered patented setting collection, Sam?vé. Ajoy Chawla, CEO, Jewellery Division, Titan Company Limited tells us how Zoya is taking a step ahead towards a signature collection with the new launch. He also shares insights on the brand’s marketing strategy, expansion plans in retail and adaptation to phygital
Zoya finds its inspiration in myriad journeys, both external and internal, across the world that helps women of today discover their own feminine self – that is how Ajoy Chawla, CEO, Jewellery Division, Titan Company Limited describes the ethos of the Zoya brand from the House of Tata. Recently, Zoya launched its very first registered patented setting collection, Samãvé. Chawla tells us more about the new launch.
Evoking The Feminine Power
Samãvé – a Sanskrit word which means ‘to unite’ – is an autograph all-white collection inspired from ancient fables of women, water and life which is evocative and modern. Sharing insights behind the campaign, Chawla says, “In ancient times, stepwell was a place where women came together for a reason to collect water, but it was also a place where they got intimately connected. The stepwell is a beautiful architectural wonder native to India that is layered and one descends gradually to the heart of the realm where the water is found. This layered structure mirrors the journey of the Zoya woman because she has been there, done that, and is now rediscovering the centrality. The stepwell beautifully connected with Samãvé by Zoya, which is really about a woman, her own journey, coming together and intimately bonding with other women, and therefore connecting with their feminine power of their own and their tribe. The all-white diamond collection is the most reflective of this journey – you discover yourself, and it is the transparent diamond look that actually mirrors it.”
Making Zoya Stand Out
The new collection is also the first to use the patented setting – Zoya Baoli. Chawla states, “The patent is under registration right now under Zoya Baoli setting. The Baoli setting is about the stepwell theory, and the way the baguette diamonds have been put together at an incline is our interpretation of the inspiration. It takes about two years to get the patent and we are in the process. A patented setting begins to become a signature, and the moment someone sees those elements, they recognise it and the brand. All iconic luxury brands tend to have these elements and it’s a holy grail. The Baoli setting is a step in that direction, it helps start defining a signature for the design. Zoya has always drawn from culture, and architecture is another meaningful way to interpret it.”
From a marketing standpoint, Zoya’s messaging will be taking the digital route and will be off the ATL channels for some time. Says Chawla, “The biggest piece is ensuring that people know about the story behind this patented setting. Our immediate action would be to build the story digitally. This particular collection is not just about good looks, but it’s also about the craftsmanship and the detailing behind developing the setting. Being able to connect the architecture, the design story, and especially the relevance for the Zoya woman of today is an opportunity and we would like to live-stream a panel discussion with experts for the same. We will also try linking it with some activity inside stores wherein we draw on the same insight and run activities for women, especially with other women to come together.” The brand is also planning to reach out to their existing customers to get people to discover the collection and talk about it for more word of mouth promotion. He adds “A story like this has to grow organically rather than making a splash on mass media, and hence we are looking for authentic expertise and someone talking from a position of knowledge, which is exactly the insight behind our live panel.”
The marketing budget strategy is status-quo with the last year where the brand is laying out its marketing budget quarter by quarter and not yearly. Chawla adds, “Pre-wave two, we were looking at a much different business plan and the spends would have been accordingly but now two we are going very flexibly. If we drive growth in a particular quarter, we will not hesitate to spend.”
Curating an enhanced phygital experience
Phygital is the new norm and stepping up with the times, Zoya, Tanishq and other jewellery brands from Tata have accordingly adapted. Beyond the millennial consumers, people from age of 35 to 60 years have all become comfortable shopping from the comfort of their homes. Chawla elaborates, “People are certainly worried about safety but it is also about convenience, therefore, they use the website or video-based shopping where we do a walkthrough and the staff on the other end tries jewellery on for real feel. We use WhatsApp, Google My Business or the website itself to book appointments and showcase products remotely. Thereafter, many customers choose remote buying while some prefer to come to the store to complete the transaction. For known customers, we also send the product to their homes for shortlisting. Hence we minimise the in-store transaction time with either option. For Zoya, there’s a huge preference for home-based shopping.”
The brand has seen a quadrupled traction online. In terms of sales, Tanishq has observed a 9% online plus remote sales. For Zoya, sales through digital tools in June was sitting at 28% versus an average of 10%. It is interesting to note that the brand is looking ahead to open a Zoya Gallery in Chandigarh by the end of the month and many more in the country going ahead. The brand is also exploring exclusive stores in Gurugram and Hyderabad after the successful launch of the Bangalore store last year. All Titan stores have been maintaining an exhausting safety protocol. At Zoya, there are about 80 checkpoints for safety going beyond sanitisation, face shields, double masking, UV disinfection and air purification. The brand is making sure that every person in their store is at least partly vaccinated.
Finally, Chawla shares “Going ahead, consumers can expect exciting collections, a good amount of investments, demand stimulation, and confidence-building measures for the customer in terms of safety. Our heartwarming hospitality and service will continue. We are well placed to take advantage of any revival as it happens because we have the digital tools, the best set of people working for us, our network is really large, and our ecosystem is the safest and hence we are very positive and hopeful in the way we look at the future.”