Akanksha Arora, CEO, Tribe Amrapali, talks about their updated and most popular collections and how the brand’s foresight of going online way back in 2015 gave them a competitive advantage during the lockdown.
Tribe Amrapali was the first brand in India to offer demi-fine jewellery that co-mingled traditional aesthetics with au courant flair. The brand redefined the meaning of ‘cool contemporariness’ early on, and continues to enthral its clients with the latest lines.
Despite the slack due to the lockdown, Tribe Amrapali added many new variations to its Ghungroo collection crafted in silver. The line gets an upbeat look with soothing enamel hues, rawa work and dainty little ghungroo drops. Trendy for sure, but happy, light and airy at the same time, the collection helps you breeze your way through work or to celebrate those little big moments of your life.
The evergreen Nav Chandrika line intertwines contemporary fashion with the quintessential Amrapali traditional craftsmanship. The timeless but versatile designs can up your fashion quotient in an instant. And the Juliet line makes an impactful style statement in silver set with aqua chalcedony and pearls.
Over to Akanksha Arora:
Are these collections conceived during the pandemic?
The entire collections were not conceived during the pandemic, but we did manage to add some great designs to the existing collections. We usually update, add new styles to existing collections basis the response towards the ideas we had presented.
Tribe Amrapali has the first mover advantage as it adopted an online route. What made the company adopt this mode of business?
Well, we did start early, and our customers also supported us well in our endeavour to move online. We knew that online is where the business would eventually move and thus started investing into it sooner than some of our competitors.
What is the secret of success behind Tribe Amrapali?
Our designs, customer service and the Amrapali lineage are the three main pillars of success. We take pride in bringing great pieces for our customers and serve them well in the purchase.
Did being online help your sales during 2020 when the world was locked up?
Yes, being online did help us in getting sales during 2020. When all the offline stores were shut it helped us continue the business by servicing customers through our online portal.
How often do you present new collections? And which are the most popular ones among these?
We try and bring two new collections every month. Also, we continue to add to or innovate with our existing collections. Our popular collections would be Nav Chandrika, Ghungroo, and Juliet.
What are the advantages of being present online?
Customers can interact, experience and make purchases, from their homes, offices or anywhere. This is the biggest advantage that online portals offer, and we are no different. Jewellery is always a very personal shopping experience, and we are proud to say that we have been able to maintain the personal touch even online.