Oyzterbay products are targeted at the youth and comprise over 100 pieces that are contemporary as well as classical. Almost 80 per cent of the portfolio comprise pendants, earrings and finger rings and the rest consists of bracelets, neckwear and chains. The products are manufactured in a variety of materials like 24kt, 22kt and 18kt gold and sterling silver, and are embellished with a variety of natural gemstones. The highlight of the offering is the very attractive price range starting from Rs.500 with a fixed retail price for each design across the country.

Oyzterbay signature stores showcase products that are a statement of style - defined by the interplay of precious metals and gemstones and crafted to perfection based on exclusive designs created by the team of in-house jewelry designers. The sparkling metal and stones in provocative hues are encased in distinctly sensual and elegant notes. Stylish and original, the sophistication and subtle details in the designs promise to make a bold but striking statement that defines the distinct identity that is Oyzterbay.

Neptune is a delicately crafted range in 24Kt pure gold (99.99%), and uses electroforming to produce sturdy jewellery with a shelf thickness below 0.2 mm. Atlantis is made in 22Kt (91.6% purity) gold with an array of contemporary as well as classical designs. The Mermaid is a range of sterling treatment for retarding oxidation, and embellished with a variety of natural gemstones. The fourth collection, Coral Reef, is a range of 18Kt gold studded with natural gemstones across a wide palette of colours and designs. Johnson Verghese, Vice President - Operations, Oyzterbay said, "We have created designs in Gold and Sterling Silver, both plain and gemset, to fill this gap. We are introducing the widest collection of natural gemstones in myriad colours and cuts. Almost 80 per cent of the product portfolio comprise Pendants, Earrings and Finger Rings. The balance consists of Bracelets, Neck Wear and Chains."

The four introductory ranges will be available in exclusive Oyzterbay signature stores in 12 cities initially. This includes - Ahmedabad, Bangalore, Calcutta, Chennai, Chandigarh, Delhi, Guwahati, Hyderabad, Indore, Ludhiana, Mumbai and Nagpur. More stores are planned to be added every month. This is the first time that a national chain of stores is being launched in a span of just four weeks.

Signature Stores - Functional and aesthetic. Mr. Verghese said, "Oyzterbay Signature Stores carry a composite youthful imagery with special visual elements selected to play defined roles in communicating a unique brand personality. The science of lighting has been carefully studied to provide a judicious blend between aiding functionality and enhancing the aesthetics of the store. We have created four distinct elements in the showroom and a combination of steel, glass, wood veneer and visuals give it a contemporary and youthful look and highlight each product."

The external display in glass allows an unfettered view of the entire product range at a glance! The contemporary external façade in the new age colours of the brand harmoniously blend with the interiors dominated by the graphic representations of youthful exuberance. While steel, glass and wood veneer units provide a modern antithesis to the velvet lined wooden counters of yore, display props are stark and bold, truly highlighting the pieces. The piece de resistance of the season is exhibited in a stand-alone display, while the identity pieces are highlighted in eclectically designed display spindles. Great care has been taken to simulate natural light with complementary focused spots on products.

Packaging - Delicate feminine touch. In line with the overall look and feel of the brand, the packing too is designed to appeal to the youth. The boxes are modern and contemporary, with a feminine feel highlighting the delicate nature of the ensconced pieces. Dressed in trendy ribbed blush pink paper, the boxes serve as protective packaging while enhancing the inherent preciousness of the product. The same concept has been extended to the other collaterals like guarantee cards, gift vouchers and carry bags.

The E-Store-Real life shopping experience. The physical store is being complemented by a well-designed web store that is closely modelled upon the shopping experience that the customer would get in at the brick and mortar stores. Conceptually, the web store is being treated as a real-life signature store, rather than just other e-commerce site.

Jyoti Narang