Indian Jeweler Launches Mobile Stores

Introducing an innovative concept, Dia Vente Jewellery launched their Vibrant brand Sunday, sending out six specially designed vans that will sell its jewelry in Mumbai.

Vibrant is a collection of jewelry in silver, steel, brass, copper and rubber, accented with cubic zircons, colored crystals, enamel and epoxy. Prices range from Rs. 100 to Rs. 4,000 ($2.50 - $100), with a few pieces going for Rs. 15,000 ($368). Its main target is the youth segment.

As young urbanites are always rushed for time, so the concept of bringing jewelry to the doorstep – whether it is housing complexes, pubs, colleges, or workplaces – with vans staffed by young salespersons seems to be asked for.

The concept is the brainchild of Hemant Shah, who along with designer Yuriko Menon set up Dia Vente last year.

The vans have been specially designed by India’s leading car designer Dilip Chhabria, better known as DC, internationally renowned for his souped up vehicles.

Shah said at the launch that Chhabria’s reaction to the concept of mobile jewelry outlets was “Out of the world.” That set the design tone for the van redesigns, giving them a futuristic, spaceship look.