There was a time when jewellery and accessories were feminine terms. Things have now turned more towards men’s popularity. Keeping with the trend, Johareez.com has chosen actor Prashantt Guptha as the face of their men’s line and partnered with the Rajasthan International Film Festival, keeping in mind the popularity of the actor and the brand, both of which hail from the state.
Prashantt Guptha, an award-winning global actor, who is the face of international film festivals of the likes of FogSV from Silicon Valley and Rajasthan Film Festival and was seen as the main villain of Issaq, follwed by Identity Card and 6-5-2 will soon be seen in Irada with Nasseruddin Shah, 19the January with Deepti Naval and Sonam Kapoor-starrer Neerja among others, has been now chosen as the face of the Johareez men’s line.
Says Gajendra Gupta, the man behind Johareez.com, “the celebrity’s likability quotient is high with Johareez. We are extremely proud to have attached Prashant Guptha, with us who has endorsed his very own line of men’s jewellery connecting to his creative and aesthetic side. Choosing Prashantt to endorse our brand has much to do with his rising popularity in Rajasthan, as he is a native of this state. His line of tungsten rings, stainless steel jewellery, along with men’s precious silver diamond rings have been very popular sellers on Johareez.com. Fad for fashion jewellery which is generally motivated from Bollywood and daily soap operas will add more demand in coming years.”
Prashantt Guptha is elated about this home-connect with Rajasthan that seems to be constantly evolving itself. “You can say, total connect. Rajasthan is my native state,” says Prashantt with pride. “First, Rohit Verma chose me because of this connect. He found my looks apt for a royal prince and last year RIFF bestowed upon me The Pride of Rajasthan Award. I guess it’s just my state and its people showing their love and support by granting me honours and opportunities. Likewise goes for johareez.com, the superb online jewellery and watch portal with its HQ in Rajasthan, which has me as the face of its men’s collection. I just finished shooting this campaign and it felt great wearing men’s jewellery that is very trendy and stylish. And obviously since this campaign again brought me closer to my roots.”
Interestingly, the men’s jewellery market is a small sector as compared to women’s bridal or fashion jewellery segment, but is slowly gaining momentum as more and more men are showing interest in accessorizing them with jewellery. More and more men, especially in the metro cities are buying and wearing jewellery as daily accessories.
“With recent shift in jewellery consumption trends, women prefer wearing hair ornaments, chokers, single-earrings, multiple rings on one hand, & historical inspired jewellery ornaments. Given the young demographic which is hopping for latest looks online and interesting choice online – we estimate that Fashion category will see 400% growth in the next 3 years and rival electronics and mobile category in GMV,” explains Gupta.
Source: simply jaipur lifestyle magazine