Delhi businessman and actor Aayush Sharma, who made his recent Bollywood debut in the Salman Khan Films Production, Loveyatri, cut the ribbon on Saturday to open the doors of the plush and exclusive Being Human Jewellery store to the public. Aayush is also Salman’s brother-in-law, married to his sister Arpita Khan.
Photos By : Life In Chandigarh
A surprise awaits the buyer of every piece of jewellery from Being Human. On opening the box, the superstar’s voice automatically comes on thanking the customer for reposing faith in the brand. “Hi! I am Salman Khan. Thank you so much for buying Being Human jewellery, and supporting a good cause,” says the recorded message. A contribution from each piece of jewellery sold goes towards charity for healthcare and education of the unprivileged children, at no extra cost to the customer.
A write-up of the brand shared with media persons says, “The store houses an enthralling range of fine jewellery catering to varied tastes. Elegantly designed, Being Human Jewellery offers light-weight collections in plain gold, diamonds and coloured stone pieces. The designs are classic, stylish and affordable, catering to every woman’s taste in fine jewellery.”
A video recording of Salman’s message for the occasion, was also played out on screen in which the star said though he could not be present, despite wanting to, “It feels great that we are taking our next step of expansion with Being Human Jewellery’s first franchise store in Chandigarh! The people of Chandigarh have always given me a lot of love, and I hope we continue to receive it.”
Speaking to lifeinchandigarh.com, Prasad Kapre, CEO and Director, Style Quotient Jewellery Pvt Ltd, the world licensee of the Being Human Jewellery brand, shared that the launch of the brand was sparked by the tremendous popularity of the pendant worn by Salman in the super hit movie ‘Bajrangi Bhai Jaan’. “I had designed the pendant, and when we received a tremendous response for it after the movie, we discussed how to capitalise on it. Thus the seed was sown for launching a jewellery brand in the name of Salman’s foundation, Being Human.”
Kapre said before the launch of the first exclusive franchise store in Chandigarh, Being Human Jewellery was being marketed across 40-odd locations using the shop-in-shop model. The obvious question then was, Why Chandigarh? “This is among the most brand conscious cities in the country, and we are confident that the city millennials will appreciate our brand.”
“We are positioning ourselves as a jewellery brand with a heart. People will buy our jewellery pieces conscious of the fact that by doing so they will be bringing hope in the lives of the underprivileged. On merit, the brand is focussing on everyday wear, which millennials can wear even to work. Being sleek and stylish, and yet minimal, simple and affordable, our jewellery pieces are bound to appeal to the young and the millennials in the age group 18-35 years,” Kapre added.
After Chandigarh, the brand plans to launch more exclusive stores – six to seven – by the end of the current financial year in other tier 1 cities like Lucknow, Bhubaneshwar, Jabalpur, etc. It has already tied up with Damac Group to open 100 strores in the Middle East countries. The next push overseas will be in the USA and South Africa, he informed.