One of the biggest transformations in the world of fashion and accessories has been in the space of jewellery. Consumer taste has changed over the years and only those brands that have kept pace with the change are going to capture the psyche of the buyer. Entice, with its global design ethos is one such brand, find out more...
Remember the olden day jewellery designs? Heavy-looking, studded and that jarring yellow lustre of gold those were trademarks of many traditional pieces. But those don′t cut it anymore!
The well-heeled Indian consumer is demanding something more. She has been to the best jewellery stores in the world and she is looking for a melange of classical and contemporary influences in her jewellery. She is looking for a brand that fuses the traditional with the contemporary seamlessly and makes her stand out for her design choice.
In Entice, the fine-jewellery brand by KGK group, the discerning consumer has found a perfect match.
Brand Entice was launched in Hong Kong in 2004 and achieved great success in the region. Manju Kothari, is the creative director of Entice. She hails from a family of jewellers and has an immaculate design sense. She is married to Sanjay Kothari, vice chairman, KGK Group.
As its design philosophy Entice upholds the legacy of the finest craftsmanship of over a century and amalgamates it with the chic trends of the new age consumer.
After its success in Hong Kong, the brand has been brought to Indian shores to leverage the opportunity that the booming market offers for unconventional modern jewellery. The first retail boutique ′Entice′ was launched in Jaipur in 2009. This was gradually followed by exclusive boutiques in New Delhi, Mumbai and Bengaluru.
The design ethos of the brand have heralded a new era in modern jewellery and retail. The consumer′s demand for elegant jewellery inspired by western design concepts yet retaining their Indian aura is aptly met by Entice. This keeps the brand a notch above many me-too players who are at best followers of the globalised design trends and not trend setters in their space.
A key factor in the success of Entice is KGK group′s presence across the value chain. It helps deliver quality product collection after collection, which is delightful to the consumer and has helped build trust and respect for the brand over the years.
The piece of jewellery that is likely to become an heirloom someday is crafted using rare diamonds, procured from conflict-free, sustainable mines after which they undergo painstaking craftsmanship. The effort and precision that goes into making every single piece of Entice jewellery makes it nothing less than a work of art.
With its expertise in reading the market pulse, Entice has redefined the meaning of lightweight jewellery. At the Entice design studio craftsmanship is combined with state-of-the-art technology to give the best in class jewellery that is appreciated at the global stage and domestic market