The term luxury is often associated with exceptionally refined tastes, and there are only handful experts who specialize in creating such experiences. Lately, the trend of curated luxury events has picked up tremendously in fashion scenario as well; to get a better hold on this trend Miss Junebug spoke to Sharnamli Adhar and Mitali Wadhawa, the founders of The Pink Post Inc. (a luxury events and branding company), who they shared their first-hand take on this niche segment.
Luxury is a relative term and is defined differently by all. For the Pink Post Inc. girls the more important factor that sets them apart from the rest is conceptualization and careful customization according to the client requirement. The idea of collaborating brands and well-heeled customers is driven by innovation and creativity, points out Sharnamli. She says, “In this digital age we all are looking to for newer experiences and brands too are now reaching out to younger client bases with very exciting concepts. The Indian boom is in front of our eyes with all major international brands scrambling to open up their outlets in the country and cash on the hungry shoppers with brands like H&M, Gap, Topshop and many others announcing their entry into Indian retail.”
She adds, “We have worked with highly talented new brands to established classic brands looking to reinvent and find their space in the retail market. So far we have executed many
interesting events and partnerships for brands like Furla, Outhouse Jewellery, Mercedez Benz, GD Goenka Pre School, Worship Salon and Spa Emporio, Chandon, PCO to name a few. So everything from launches to a cocktail making class, we try to create new experiences for the guests.”
Whereas, the other co-founder Mitali, stresses on the fact that the foremost need is to understand your consumer and what they are looking for at the event. She says, “Gone are the days of organising wine and cheese evenings, today’s customer is smart with very little time on their hands so we need to give them something exciting. Once we have a concept locked in the most important thing is to have something engaging at the event so that people stick around.”
Highlight the importance of social media in such cases, she says, “We also market and build pre and post event buzz through social media. Normally our events are focused on people spending 1,000 rupees to say 50,000 – so it’s something which is affordable yet niche for the younger market.”
For those, who want to enter this market, the duo advises that there are certain dos and don’ts that one has to keep in mind before jumping in the luxury sector. They say, “Be willing to do the dirty work as it’s a lot harder than it looks. Be a people’s person as you have to deal with all kinds of people from hotel staff to celebrities and most important have fun and be passionate to take it all the way. Come up with innovative and creative concepts to attract audiences as they are super smart and well heeled. Keep up to date with trends in the market and study the shopping behaviour of people in detail. And, never ever oversell yourself. Look for quality over quantity anyday.”
~JB