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 Tell
us about your latest concept, the Treasure Chest.
The Treasure Chest is the outcome of my endeavour to create
something that promises more than just luxury. It all began with
the thought that the Indian high net-worth individual is essentially
a maharaja. He is used to conducting all his shopping from the comfort
of his own home. Everything from banking operations to purchasing
grocery can be done from his domain. As a result, he doesn’t
feel the need to venture out. When we set up the Rose Salon, we
tried to create an environment that would make him want to come
and experience it. We started out as a salon for jewellery and gradually
became one for luxury.
While the Salon offers a luxurious experience, we wanted to go beyond
that. That is when I decided to develop this new section called
the Treasure Chest.
What is so different about it?
Every product in the Treasure Chest will be one of a kind in
the world. In order to feature here, the product has to meet an
important criteria — uniqueness. Every item must have a story
or concept behind it. This means that sometimes, we may have 20
to 25 products or just four products. It all depends on what is
unique at that point in time.
Even the sales team needs to earn their spot in this section. In
order to do that, they need to understand the concept of luxury
and lifestyle. So everyone will undergo a training and grooming
programme. It is important for the salesperson to understand the
concept of the Treasure Chest. Ultimately, the experience will be
on par with that of a five-star hotel.
 Is
entry to this place restricted to ‘by invitation’ only?
The profile of the customer does influence the ambience of
a place. However, entry to the Treasure Chest is by ownership rather
than invitation. Each customer to the Treasure Chest will have his
own private key. Of course, a sales representative will also be
present.
Will the Treasure Chest showcase only jewellery or include other
luxury products as well?
Anything unique will definitely feature in the Treasure Chest.
This includes jewellery as well as other products. I can guarantee
that everything in there will be one of a kind.
Do you plan to feature any luxury watches?
Yes, in fact every timepiece will have that element of exclusivity.
Of course, exclusivity doesn’t mean expensive. In fact, the
qualification of a treasure is its uniqueness.
Doesn’t a rare product automatically increase in monetary
value?
Sometimes that maybe true. However, there are products that
are rare yet inexpensive. For instance, citrine is rarely found
naturally, yet it is affordable.
What motivated you to set up the Treasure Chest?
I realised that the concept of luxury like everything else
is constantly changing. Luxury is akin to a changing skyline. In
order to sell luxury, you have to keep chasing that elusive horizon.
The Treasure Chest is a natural outcome of that chase. The day you
stop chasing, your range of offerings become a necessity.
when did you hit upon the idea for this unique concept?
I realised the need for such a concept during my interactions
with customers at the Rose Salon. They are always looking for something
unique and often ask me to create something that no other person
can ever have.
What can one expect when they walk into the Treasure Chest?
You can expect luxury beyond your imagination. If I had to
define luxury, I’d describe it as an experience, an aspiration,
a rarity, a fantasy, all offered with a touch of hospitality. In
fact, the best way to describe it is the way I describe Rose —
a branding of all your senses.
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