Launching its first international store in New York, Nirav Modi does it with quite a razzmatazz
By: Soumya Jain
Posted on: September 28, 2015
“India was the only diamond producing country in the world until the 1700s and has a deep savoir faire around diamond cutting and polishing. Even today, 8 out of 10 diamonds are cut and polished in India. Jewelry has been intrinsic to Indian culture for centuries and there is a sensibility that we bring to crafting fine jewels,” said Indian jewelry designer Nirav Modi, while he was recently in New York, to celebrate the opening of his first international store.
And that certainly excites us since this is one of the few Indian born brands that we are witnessing becoming global in such a spectacular way.
Sample this: Hollywood actress Naomi Watts and high fashion model Coco Rocha were seen at the boutique’s launch party. Representing India were Indian actress and model Nimrat Kaur and model, actress and Bollywood star Lisa Haydon. A private dinner was hosted at the rooftop of the iconic Rockefeller Center, where celebrity DJ power couple Hannah Bronfman and Brendan Fallis entertained guests. Along with other guests, Donald Trump Jr. & Vanessa Trump were spotted at the ‘do’!
And the new boutique, by the way, has opened at New York’s iconic Madison Avenue.
Concentrating on US, the Far East and India, this New York store is just the first in many more to come. “The US is a mature market, with exposure to international design and quality ethos. The Far East has had exposure to our jewels through auctions and has exhibited great appreciation for them. Establishing a presence in the United States is a key milestone of our growth strategy as a leading international luxury brand,” explains Mr Modi.
Differing from fashion and apparel, jewelry speaks a universal language – one that Mr Modi knows very well how to speak! “The NIRAV MODI design ethos is timeless and transcends borders; the jewels are made so that a woman in America, India, France, Hong Kong or China can wear them and pass them on to the next generation. The response to our designs, therefore, has been very positive. Clients are very appreciative of our craftsmanship, especially our unique techniques to set diamonds and create jewels that are so flexible and light,” he said with a smile.
As is available at the brand’s other stores, this one too stocks their core collections: the Luminance Collection (draws inspiration from the different shades and intensities of light); the Fluire Collection (with unique Jasmine cut diamonds); the Lotus Collection (emulates the sacred lotus flower); the Mughal Collection (inspired by the art and architecture of the Mughal era); the Celestial Collection (inspired from galactic bodies) and the unique Embrace Collection, where the unique mechanism of the Embrace bangles makes the jewel stretch, allowing you to lithely slip on the bangles. “We will launch Embrace rings for the first time in NYC,” Mr Modi informed us.
Further on, bridal solitaire jewels will also be featured in the New York store. This range will have solitaires in three specialized settings: Tulipe, Signature and Celestial. According to Mr Modi, there will soon also be a special ‘Bombay Collection’, which is a selection of enchanting earrings.
The highlight this day, however, was the renowned Maharani Diamond Necklace and Earrings set, valued at $1.65 million, which was displayed in the window. A stunning piece that will blind with its brilliance, the set is certainly a beautiful example of what customers, new and old, can expect from this jeweler.
This particular New York store took more than a year to open - from scouting the right location to opening doors. But Mr Modi is not resting his feet yet. “We are scouting the right locations, and will soon be present in many more states here,” says Mr Modi. The next stop, for now, is Hong Kong. In the next 5 years, the brand aims to open 20-30 boutiques in key cities such as New York, London, Hong Kong in the Far East and India.
Targeting the jet-setting woman, NYC seemed to be an apt choice to launch Nirav Modi’s first international boutique. Explaining the step, Mr Modi said, “We have an international clientele and one that is very mobile. [The NYC boutique] allows us to reach the New York clientele as well as international clients that visit NYC on a regular basis.”
With the kind of talent, craftsmanship and design imagination India possesses, brands from the country should become global successes. And Mr Modi gives some sane advice. “I would say that the single most important factor to make any brand successful internationally is to offer incomparable quality and have a unique point of view,” he says. Since that is quite inherent in the philosophy Indian luxury brands, we hope to have more of them lining up the streets of Times Square or Champs-Elysées. Nirav Modi should be a fine example to go by…
Coordinates: 727 Madison Avenue, New York, NY 10065
Soumya Jain is the Chief Editor & CEO of LuxuryFacts. She is also the Co-Editor of ‘The Luxury Market in India: Maharajas to Masses’, along with Glyn Atwal, published by Palgrave Macmillan and launched in September 2012. The book is a window into the highly complex Indian luxury market. Soumya is also a visiting lecturer for luxury marketing and online journalism at leading educational institutes in India. She has been invited to speak at conferences and address industry colleagues about the Indian luxury market. Recognising her knowledge of the market, she has been quoted in the media several times, while also contributing articles on luxury in various publications.