With an underlying philosophy of a place ‘where dreams come true’, January 31 saw the launch of a one-of-a-kind jewellery store in Lahore; Damas Investments announced the arrival of Genero, a brand that hosts a wide variety of jewellery lines under its umbrella.
“The jewellery is designed and crafted by some of the finest craftsmen, of which the most popular is dedicated towards teenagers and children,” said the spokesperson for Damas Investments.
The opulent launch of the store was managed by J&S Entertainment and Event Management. They converted the entire parking lot into this romantic over-the-top expensive looking lounge space that was later used by Rachel Viccaji to keep the guests entertained. “This is the season of romance and extravagance and that’s why we have gone with a fully red opulent decor,” explains Jalal Salahuddin of J&S.
The two-floored store comprises of two sections catering to different markets. The starkly white ground floor houses the Jungle, Bihi and Generic collections, where the first two have been created for teenagers.”It is our specialty to cater to a younger market,” said Taimoor Choudhry of Damas Investments. “Every girl should be able to pick out a small piece for herself and that’s why we have a full range dedicated to that.”
The upper deck of the store transports you to a totally different realm; and while the ground floor tries to give a girly, young, Cinderella type of feel, the brightness of the white light was overwhelming. To a certain extent the interior takes you away from the jewellery and ends up overpowering it. The interior of the upper deck totally changes the feel of the store. With the feel of a lush billiard room-cum-parlour, this section houses the Museum collection that caters to an affluent market.
“We have window displays that will keep changing as the seasons and the mood of the store changes,” said Hamza Tarar, the interior decorator of the flagship store.”It has to be youthful since the prices are starting at Rs10,000. The affordability of the product is attractive and eye catching.” While he talks about the jewellery bar he has created on the ground floor, Tarar mentions how the second floor has been decorated in collaboration with the Graff store.
The launch was filled with personalities from the fashion world enjoying snacks and light conversations. “This is opulence at its best,” said Designer Ali Xeeshan. “I absolutely love the jewellery however, it would’ve been better if there had been warmer light to give the added luxurious feel.”
“Glitz and Glam can never go wrong; I am loving the ‘90s vibe going on here,” said Hassan Sheheryar Yasin. “Starting at Rs10,000 Genero is really making dreams come true.”
Damas Investments has taken great care in establishing their market and ensuring that their store has something for everybody. “It is all about accessible jewellery now and this is the place to be,” said Taimoor Choudhry. Advertising a new experience, Genero is a must visit in Lahore.
Published in The Express Tribune, February 3rd, 2013.
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