SIA Art Jewellery Spreads Its Wings To Other Cities, Plans To Open 50 stores by 2011

Sia Art Jewellery (SIA), the national market leader in art jewellery industry and Sia Solemates, exclusive designer bags and footwear, with its exquisite blend of style and value, innovation and expertise, has emerged as a prominent player, holding the leadership position in the Rs 2500 crore branded artificial jewellery market. Now, this brand is looking at spreading their wings further.

Mr. Jatin Chhadva, CEO, SIA Lifestyles Pvt. Ltd said “ In the next six months time, the company plans to open four more outlets in Bangalore, Delhi, Pune and Mumbai. We also propose to set up kiosks at select malls where we plan to sell accessories under our brand name. Our target in the coming two years is 50 outlets or 25,000 sq feet of retail space. We propose to touch the Rs.100 crore turnover mark in the next two-and-a half years. To set up these stores, we plan to appoint franchisees across India.”

Mr. Jatin Chhadva further said “The company plans to sell their branded products through 300 shop-in-shops by 2011 and also plans to increase their exclusive outlets to 150 stores by 2015. It will be the top accessories brand in the country, with a retail network spanning across all major cities. There will be a Sia in every woman’s wardrobe and our turnover will be in excess of Rs 1000 cr.”

Kickstarted by Mr. Jatin Chhadva in 1995 at Mumbai, Sia flagged off with a modest showroom at Santacruz. Today, the brand boasts of over 25 outlets across 11 cities and employs a staff strength of over 300 people. Its dazzling merchandise has graduated from traditional ethnic ‘Kundan’ pieces to contemporary everyday wear, and boasts of the twin advantages of affordability and versatility.

Its visibility spans TV soaps (‘Nach Baliye’, ‘Great Indian Laughter Challenge’, ‘Raja Ki Aayegi Baraat’ ), movies (‘Om Shanti Om’, ‘Devdas’) and the Star Parivaar range of Art Jewellery, among other notables. The biggest turning point for SIA was without doubt, the association with Sanjay Leela Bhansali’s ‘Devdas’- wherein the complete on-screen jewellery was designed and produced by Sia. Along with this, came the appreciation of the fashion designer fraternity.

Recently, Sia notched another high at ‘Style Sutra ‘09’ – the Biggest Bridal Fashion Carnival, where Sia partnered with four leading brands in the apparel market, offering a fifty percent discount and gift vouchers.

Mr. Jatin Chhadva added “We have a loyalty plan in place called the Gem’s Club which has over 50, 000 members all across India and they contribute to upwards 65 % of the sales every month. Future plans also include men’s accessories and children’s accessories, although it is a little too premature to speak about those plans right now”.

SIA, as a fashion retail brand, enjoys a loyal customer base with an exclusive membership programme. It is comparable to the best accessories industry with a healthy product turnover and a high sale per square feet ratio. The uniqueness of Sia is addressed by the twin factors affordability and versatlity, alongwith industry recognition -majority of Bollywood, fashsion designers and TV soaps like Jassi, Baa Bahoo, Nach Baliye, and movies like Devdas and Om Shanti Om endorse Sia in some way or the other, Mr. Jatin Chhadva said.

Mr. Jatin Chhadva further said that they have recently tied up with two more new movies. One is the next Himesh Reshammiya film starring Jennifer Kotwal and Niharika Singh “Mudh Mudh Ke Na Dekh Mudh Mudh Ke”. The other one is Katrina Kaif’s new untitled venture in which Rocky S is styling her. Besides, SIA is the sole license holder for the ‘Star Parivaar’ range of art jewellery

The classiness of the SIA Art Jewellery comes from the fact that the technique used is identical to that used for setting precious stones in gold and silver. Hence the art jewellery has a beautiful finish which puts it at par with real gold jewellery. The designers who usually shop for their clientele from SIA store include Vikram Phadnis, Manish Malhotra, Neeta Lulla and Rocky S. International designer Ralph Lauren recently picked up merchandise for his Milan Collection and they regularly pick up merchandise from SIA.

On the unorganized competition market, Mr. Jatin Chaddva said “The biggest challenge was to curb the rampant unorganised competition, who would offer better bargains and deals to our customers, along with mouth-watering buyback schemes. The game plan to overcome them was simple - instead of lowering the brand image by offering cheap goods to combat the competition, we invested in people and training them, which has paid off majorly. Almost all SIA customers who have been one-time purchasers of unbranded jewellery, have come back to SIA because of the quality and value, great offers and unmatched rapport that our sales team shares with them.”

In the organized chain sector, SIA is the only one in fact across India that ensures full value for their money and also once a design gets sold out it never gets replicated again.