Oyzterbay

Jewellery for the living

Keeping its promise of introducing trend setting Jewellery for the youth segment, Oyzterbay launched a set of over 1000 contemporary and classic designs categorized in four ranges. The ranges- Neptune, Atlantis, Coral Reef and the Mermaid- are affordably priced between Rs.500 to Rs.5,000 and will be retailed at its exclusive showroom on Sarojini Devi Road in Secunderabad.

With the launch, Oyzterbay has also initiated the process of building an 'Indian' youth brand with an integrated look and feel using a team of professionals from varied fields. The team has fine-tuned all tangible and intangible elements of the brand- Product and designs, pricing, packing, communications and store ambience among others, to capitalize on the retail opportunity that the youth segment provides, and firmly establish 'Oyzterbay' as the brand of choice for young women.

Explaining the rationale to target the youth segment Mr.Vasant Nangia, CEO Oyzterbay said "Almost a fourth of the Indian youth segment, estimated at over 200 million, comprises females in the age group of 15-24, in urban areas with monthly household income of over Rs.3,000. The retail market building strategy, aimed at addressing this relatively unexploited segment, envisages a paradigm shift as far as the usage and perception of precious Jewellery is concerned".

Mr.Johnson Verghese, Vice President-Operations, Oyzterbay said "We have created designs in Gold and Sterling Silver, both plain and gem set, to fill this gap. We are introducing the widest collection of natural gemstones in myriad colors and cuts. Almost 80 per cent of the product portfolio comprises Pendants, Earrings and finger Rings. The balance consists of Bracelets, Neck Wear and Chains".

The four introdutory Oyzterbay-Neptune, Atlantis, Coral Reef and the Mermaid -have been inspired by colour, nature and the zest for living. Neptune is a delicately crafted range in 34Kt pure gold (99.99%), and uses electroforming to produce sturdy Jewellery with a shelf thickness below 0.2 mm. The Mermaid is a range of Sterling treatment for retarding oxidation, and embellished with a natural gemstones. The fourth collection, Coral Reef, is a range of 18kt gold studded with a variety of natural gemstones across a wide palette of colours and designs.

The physical stores is being complimented by a well-designed web store is closely modeled upon the shopping experience that the customer would get in at the brick and mortar stores. Conceptually, the web store is being treating as a real life signature store, rather than just other e-commerce site.

Oyzterbay signature stores showcase products that are a statement of style- defined by the interplay of precious metals and gemstones and crafted to perfection based on exclusive designs created by the team of in-house Jewellery designers. The sparkling metal stones in provocative hues are encased in distinctly sensual and elegant notes. Stylish and original, the sophistication and subtle details in the designs promise to make a bold but discreet statement that defines the distinct brand personality that is Oyzterbay.

-GK Nagaraj
Reachout's News Bureau
March'2001

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