Design Is In The Eyes Of The Experience: Shyamala Ramanan, Mia By Tanishq

Mia by Tanishq, the jewellery brand from Titan Company unveiled its first flagship experiential store in the heart of New Delhi. Strategically launched on the occasion of Akshaya Tritiya, the retail concept promises to transport customers into an immersive and multi-sensory journey, blurring the lines between shopping and entertainment.

C.K. Venkataraman, Managing Director of Titan Company, expressed his enthusiasm for the new store concept stating, “It's such a beautiful store in a beautiful part of Delhi, and we've really used the architecture to our advantage in showcasing the colours and stories we love to narrate. This is the largest store, and I'm sure customers will derive immense joy from being here.”

Experiential Feast

Nestled in Connaught Place, the 1,850-square-foot experiential store is a feast for the senses, boasting a plethora of interactive and immersive setups tailored to captivate modern consumers. From dressing units that allow customers to explore their unique style preferences to cosy lounge corners inviting them to relax and indulge in a curated selection of books and magazines, every element has been meticulously crafted to elevate the shopping experience.

"This store is a labour of love. This is our first flagship store, which is also an experiential store," said Shyamala Ramanan, Business Head of Mia by Tanishq, during the grand opening. "We figured out how to make it different because this is more than double the size of our average store. This store has some of the most beautiful products and it has fantastic services, and this is just the beginning", she added.

Embracing Experiential Marketing

Experiential marketing has become a cornerstone of Mia's overall strategy, as the brand seeks to deepen its connection with consumers and forge lasting emotional bonds. The store's design aesthetic is a fusion of modern and traditional elements, with vibrant 'bubblegum' hues adorning the walls, creating a warm and inviting ambience. 

"Experiential marketing, for us, means providing a larger-than-average store size, offering a wider variety of products, and creating memorable experiences," explained Ramanan to Everything Experiential. "We have a gifting corner catering to the market demand, and we're introducing features like a laser-cutting machine for personalised pendants and bracelets", she added. 

A highlight of this experiential store is the magic mirror dressing table, which enables customers to virtually try on jewellery pieces and observe how they sparkle under different lighting conditions – a nod to the fact that diamonds truly come alive when illuminated.

Adding to it, "We're bringing the laser cut machine which can actually help you in getting your personalised pendant or a bracelet going forward. We also have a magic pedal here, which is something new we haven't done anywhere. This is again going to be a store where probably will be the first to have all the products when we launch a new collection", informed Ramanan.

Immersive Design Experiences

Mia by Tanishq's aim is to enhance the experiential aspect because the true distinction lies not merely in the possession of gold or diamonds by everyone. It's through the design perceived in the customer's experience. She seconds the thought stressing, “ Design is in the eyes of the experience, which we give our customers, which makes them feel connected to you.”

Ramanan highlighted their utilisation of technology to facilitate human-to-human interaction, recognising that jewellery purchases are fundamentally emotional. When selecting jewellery, individuals seek to connect on a tactile and emotional level, imagining how the piece will resonate with the intended recipient.

While the flagship store sets in for immersive retail experiences, Mia remains committed to maintaining a judicious marketing spend. "Our marketing spend is less than 4 per cent but we operate like a startup within the Tanishq system, leveraging our team's enthusiasm and passion to stretch our resources effectively," Ramanan revealed.

Reema Bhaduri

BW Reporters The author is the Editorial Lead at BW Businessworld. Majorly writes on marketing, advertising, experiential marketing and retail. She closely looks upon the vertical of BW Marketing World and BW Retail World.