PC Jeweller launches ‘Luxury with Literature’ Lounge

In sync with the festive Diwali spirit, PC Jeweller PCJ has reworked its flagship store in Karol Bagh’s Bank Street and has also introduced a new concept of ‘Luxury with Literature’ Lounge for the elite high end customers the company caters to. The official curtain raiser for the showroom was held with much fervour and cheering. On the concept, Mr. Balram Garg, MD, PCJ explains, “The Karol Bagh showroom is the place from where PCJ started its legacy so a lot of sentiments attached to it. We thought to rework the whole place to bring in the contemporary look as we put in our designs. A customer when enters the showroom should immediately connect to the place and should be motivated to buy and not feel like just another shop. We have tried to bring in all the comfort factors, more innovative designs, prominent and soothing interiors which can involve the buyer into the shopping process with zeal.”

With a large consumer base from all classes of societies including the high end customers, the company explains that its elite customers seek jewellery which is unique, customized and not available to all. And the decision making time is also long as details are looked into because of the kind of value attached. So to cater to this class of customers, they need a solitary, extremely comfortable, aesthetic place which can make the decision making easier and compelling. Mr. Garg says, “To ensure that these special customers get complete attention and privacy to make their decisions, we came up with this concept of lounges. While designing the lounges we took into account many factors. One such concept was to include the literature of the ensemble explaining the making of the jewellery, what are its constituents, the theme and related which shall engage the customer towards that particular piece and not just an ornament. We also kept in mind the lavishness of the zone to let them feel the persona of the jewellery piece being sought and gradually connect to it.” % PCJ has become a household name today with a niche in wedding and bridal jewellery segment. The jewellery which will be available at the showroom will include necklace sets, chains, rings, pendants, bracelets, earrings, bangles and other exclusive designs to suit any special occasion. There will be designer jewellery range featuring pendants, earrings, gifts, office and party wear jewellery.