Brand Check


Unity : A B2B brand from Kiran Jewels offering concept diamond jewellery.


                                    Mehul Vaghani


Target Group: For diamond jewellery aspirants across all age groups.


Retail Distribution: Since its launch during the India International Jewellery Show in August, 2011, Unity has been received well by the retailers. It has found support in regions such as Delhi, Chandigarh, Amritsar, Agra, Surat, Ahmedabad, Mumbai, Kolkata, Bhubaneshwar, Hyderabad, Chennai, Bangalore and Cochin.


Target Audience: Unity offers diamond aspirants an opportunity to own large size diamonds at an affordable price.




Retail Support: As a B2Bbrand it is well supported by the manufacturing company. There is merchandise support, free delivery, customization of jewellery, volume based price discounts and many other benefit plans which a retailer would come to know when they establish business relation.


Unity has been kept as a white label product for retailers which enables them to brand it in their own ways. The parent company provides retailers who undertake business commitments with display materials and other marketing support. The value that Unity offers for its price satisfies the retailers due to the profitability they enjoy at retail sales points.


Product USP: It is a solitaire, surrounded by smaller diamonds, set under a microscope to give an effect of a single large stone. Unity diamond jewellery collection includes necklaces, ear-rings, pendants, bangles, bracelets and rings in 18 kt yellow/white gold which is hall marked and IGI certified.


Given the unique concept of the product and its finish and appearance, the company decided to brand the product at B2B level; it provided a dedicated medium of communication about the product to its target audience. Had it not been branded, it would have been considered as just another product, which Kiran deliberately wanted to avoid. The Unity diamond jewellery collection comes with IGI certification.






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