With its manufacturing unit in the vicinity, which is abuzz with hundreds of artisans occupied in the designing of jewellery, one really cannot anticipate that the flagship showroom of the brand can so beautifully co-exist. The brand Kama Schachter has wonderfully managed to utilise all the given space it has at its factory at Mahakali Caves, Andheri East, not only to do house their manufacturing unit but also to build a world-class jewellery boutique that attracts valuable and pertinent footfalls albeit its location being that of a commercial area.
Established in 1996 and headquartered in Mumbai, Kama Schachter is amongst the top ten manufacturers and exporters of diamond jewellery in Asia. A dream venture of Colin Shah, a first generation entrepreneur, the brand has managed to carve a niche for itself in a span of less than two decades with four factories, which have an average capacity of one lakh pieces per month. Close to Rs. 500-crore company today, in 2007, Kama Jewellery partnered with Leo Schachter, a New York based leading manufacturer of fine diamonds and was further known as Kama Schachter.
The jewellery brand started retail in India in 2012 with two retail stores in Mumbai. The ecommerce arm was started in 2013. Adding on what led them enter the business of retail, Shah shares, “Kama’s retail venture had been on the cards. There are multiple factors that drove our foray into retail. Over the last 15 years, with us servicing leading jewellery retailers globally, we have closely observed the jewellery retail practices worldwide. Our market research in this area threw up certain encouraging facts.
Another fact that came out strongly was about the changing jewellery buying habits amongst urban couples between the age group of 20-40 years. Facts like occasions to groom have increased.
The store is designed with a combination of varied elements. Purple leather is used for accentuation, walnut vinea for the display windows and counters, purple and brown satin-silk for the upholstery, and two-tone paint for the walls, while the flooring is done using Italian marble.
Almost 50 percent of its product range comprises rings – bridals, anniversary bands, couple bands, promise rings, traditional rings, cocktail rings, men’s rings, etcetera,” states Shah. The other 50 per cent comprises jewellery such as earrings, pendants, bangles, bracelets and necklace sets. The price range is in the bracket of Rs. 10,000 upwards to Rs. 1 lakh.
As for the investments that went into the setting of the store, Shah shares, “The cost per square foot for interiors works out between Rs. 6,000 to Rs. 7,000. However, since these are early days for Kama in retail, operational profitability is what we are focusing on.”With two retail boutiques in Mumbai and an ecommerce store in place, Kama plans to increase its footprint in other parts of the country by 2020.