Voylla jewellery brand to open more DARE stores

Online jewellery platform, Voylla, which launched men’s jewellery brand DARE by Voylla in February, plans to expand the retail presence of the brand by opening separate stores.Voylla jewellery brand to open more DARE stores Voylla, which started as an online retailer in 2012, opened its first brick-and-mortar outlet in 2015. And at present, the brand has a database of more than 35,000 SKUs, however, Voylla has 8,000 active designs at any given point and at any location or any store, the customer can find around 2,000 designs. According to Shringi, “When we started online, the idea was to reach customers just from one warehouse. However, as we expanded, we realised that we were growing pretty fast yet we were not able to reach every women or fashionista out there. Hence it became important for us to reach the offline channel and be there where it is easy for any women to access it. We opened our first store in December 2015 and today we are present at 240 touch-points across India.” However, he admitted that online has an advantage as there the retailer can display large merchandise whereas offline they are bound by the store size. Elaborating on the store size, Shringi said that average size of the Voylla stores is around 300-350 sq.ft and most of the Voylla stores become profitable in span of 5-6 months.

Voylla

The brand that has been growing 300 per cent year-on-year has introduces new brand ethos – Look The Part. The new brand ethos was born after extensive consumer surveys and research into buying habits, socio-economic contexts and fashion awareness across demographies and geographies. The response was unanimous, unambiguous: Voylla is much more than an accessory brand. Voylla helps every woman to Look the Part. The new brand ethos is about empowering every woman who wishes to make a statement with her sartorial choices, in whatever role she chooses to play, any day, every day. Regardless of her professional choices, her personal obligations, the Voylla woman stands out in the crowd. And Look The Part, is her most potent tool to create that signature look. With this unique Brand Ethos in place, the brand has been prepping a new campaign – for both men (Own the Part) and women, new creatives and realigning their product lines with a new marketing strategy in place as well.