What is a diamond pendant doing in Disneyland? As marketing meets modern legends, a business is born.
Sulashree Argade, a 26-year-old Bangalorean who loved Cinderella’s fairy tale as a child is now set to sport a diamond-studded Princess Tiara pendant, with jewellery fashioned around the Walt Disney character. Popley and Sons are the Indian partner for this venture.
“I really wouldn’t mind owning a Mickey pendant too,” Ms. Argade says, becoming a target-cum-true for the merchandiser wooing upwardly mobile, young professional women.
“We are specifically targeting women in the age-group of 25 years and over. Our target audience is someone who is young, upwardly mobile and is exposed to luxury of all sorts and more importantly, she’s someone who still has that little girl hidden somewhere in her,” Rajiv Popley, Director, Popley Group told Hindustan Times .
Priced at a range starting at Rs 25,000, the licenced jewellery will launch in Mumbai stores on June 1, followed by Delhi, Bangalore and Hyderabad. “We plan to go into the sub-metro cities by the third quarter of this year,” Popley said, adding that the company was looking at a national presence for the line by the end of the year. “Having said this, I must say that even though the jewellery will be available across many cities, it is not a mass product, In fact, each design will have only eight to 88 pieces available across the country, with each piece being serialised so that the buyer knows whether she’s the first, the last owner or how many other women own that particular piece of jewellery,” said Roshni Bakshi, Regional Director, Emerging Markets Asia, Disney Consumer Products.
“The jewellery will be made in diamonds, platinum and gold with the diamonds in all the pieces certified by the International Gemological Institute based in Antwerp.
This is not the first time that Disney is licensing a luxury line. The company, whose brand value is estimated at over $66 billion worldwide has tie-ups with premium brands such as Kristie Kelly for exclusive Disney Princess wedding gowns and Chinese designer Vivien Tan apart from the Disney line of fine jewellery that has different jewellery chains as their partners across the world.