Sia Art Jewellery today announced their association with Star Parivaar as the exclusive licensee for Art Jewellery by launching an exclusive range under the Star Parivaar brand name.
Speaking on the occasion of the launch, Jatin Chhadva, Chief Executive Officer (CEO), Sia Lifestyles said, “Sia has been associated with Bollywood (through Om Shanti Om, Devdas and countless other movies) and the Indian television industry (through Baa Bahoo aur Baby, Great Indian Laughter Challenge, Nach Baliye and many more)- for more than a decade now. Star Parivaar was a logical step for us, and through this partnership we hope to draw on the synergies of a perfect product and target audience fit!”
The Sia Star Parivaar collection features occasional as well as every day wear in Kundan, American Diamonds, Victorian and this season’s favourite - Rasrawa in a range of necklace sets, bangles, bracelets, kadas, earrings, maang tikkas and payals. Also, since no Saas-bahu serial is complete without the traditional Mangalsutras, a range of Mangalsutras in Kundan, Cubic Zircons and Rasrawa has also been created around the same theme. The price starts from Rs 150 upwards.
“Our designers have worked to create a look which is typical of Star Parivaar, yet distinct enough to sustain differentiation between the characters and different soaps. In fact, our biggest challenge was to make over-the-top bling pieces into everyday wear!” continues Jatin Chhadva.
This range of jewellery draws inspiration from the channel’s popular soaps like Bidaai, Kyunki Saas Bhi Kabhi Bahu Thi, Kahaani Ghar Ghar Ki, Kasautii Zindagi Kay, Kayamat and Bhabhi. In fact, the channel has also taken a step forward to integrate this jewellery within the Star Parivaar awards as well as Bhabhi and Bidaai.
Speaking about the association, Nanette d’Sa, Senior VP, Star- Licensing and Merchandising says “We are proud to associate the Star Parivaar brand with category leaders like Sia to present India’s biggest merchandising and licensing initiative. Sia has created a stunning range of Star Parivaar jewellery, which holds a special appeal for our viewers. With these partnerships and range of products, Star Parivaar is now available to our extended family of viewers in India as one of the many initiatives to enrich the television viewing experience of millions of Indians, while upholding the traditional values of the Indian family”.
The Sia Star Parivaar collection is available at all Sia EBOs across the country- Mumbai, Delhi, Bangalore, Kolkata, Lucknow, Surat, Rajkot, Ahmedabad, Vadodara and also in select MBOs like Deepam Silks (Bangalore), Asopalav (Ahmedabad).
About SIA Lifestyles Pvt. Ltd.
Sia Art Jewellery is the flagship enterprise of Sia Lifestyles Pvt. Ltd. which is positioned to cater to women in the Indian retail space. Sia Lifestyles Pvt. Ltd. is one of India’s leading retail franchises with presence in the jewellery, bags, shoes and accessories categories.
Headquartered in Mumbai (Bombay), the company operates through more than 20,000 square feet of retail space, has over 20 stores across 11 cities in India and employs over 250 people. Some of the group’s subsidiaries today include Sia Art Jewellery franchise, Sia Solemates, Sia Styles and Fl’rt (a teen accessory store). Sia Art Jewellery was started in 1995 by Mr. Ramniklal Chhadva. The first Sia Art Jewellery showroom opened at Santacruz, Mumbai and the fact that it is still the flagship store of the brand stands testimony to the consistency of the brand’s performance over the years.
Sia holds the leadership position in the branded artificial jewellery market. The brand has transformed from traditional ethnic Kundan offerings to modern everyday contemporary wear. Not only this, but Sia has also diversified its range of category and product offerings, expanding both to include Silver Antique, Ras-Rawa, Imitation, Victorian and all kinds of jewellery like maang tikkas, baaju bandhs, payals, haathpanjas amongst the traditional and belts, hair accessories, anklets and malas amongst the newer merchandise.
Sia as a fashion retail brand enjoys a loyal customer base with an exclusive membership program, footfalls comparable to the best in the accessories industry, an enviable ticket size per transaction, a healthy product turnover cycle and a high sale per square feet ratio.
The uniqueness of Sia is addressed by the twin factors of affordability and versatility, along with industry recognition (majority of Bollywood, fashion designers and TV soaps like Jassi, Baa Bahoo, Resham Dankh, Nach Baliye, Maximum Style and movies like Devdas and Om Shanti Om endorse Sia in some way or the other).
Today the company is on an exponential growth path, after introducing new models of business including franchise and shop-in-shops.
STAR is a leading media and entertainment company in Asia. STAR broadcasts over 50 television services in nine languages to more than 300 million viewers across 53 Asian countries. STAR channels cover all genres including general entertainment (Star Plus, Xing Kong, Star Chinese Channel, Star One, Star Utsav, Star World, Vijay, Phoenix Chinese), sports (ESPN, Star Sports), movies (Star Chinese Movies, Star Gold, Star Movies), music (Channel [V]), and news and current affairs (Star News, Star Ananda, Phoenix InfoNews Channel). STAR controls over 20,000 hours of Indian and Chinese programming and also owns the world's largest contemporary Chinese film library, with more than 600 titles, featuring superstars including Jackie Chan, Chow Yun Fat and Bruce Lee. In partnership with leading companies in Asia, STAR businesses extend to filmed entertainment, television production, cable systems, direct-to-home services, terrestrial TV broadcasting, wireless and digital services. STAR is a wholly owned subsidiary of News Corporation.
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