Guwahati: Rebranding can be strategic for some companies, while others view it as a necessary evil depending on the scale they want to achieve. Some companies must modify their image if the legal institution regarding trademarks and the marketing desires conflict. A trademark suit concerning its name arose two years after its operations for Sapphire365, a jewellery brand based in Assam.
As a result of this legal impediment and lack of brand awareness among the target audience, founders Mahesh Kumar and Rupayan Choudhury opted for rebranding Sairah Jewels, a new brand committed to tackling these challenges and transforming the customer experience by incorporating new techniques like Augmented Reality.
The Legal Nudge: Why Sapphire365 Had to Go?
The main reason for rebranding Sapphire365 was a legal roadblock. Nine months ago, the legal team discovered that the name Sapphire had already been reserved as a wordmark, leaving the brand vulnerable to trademark disputes.
"Continuing with the name Sapphire365 could have posed significant challenges as the brand scaled. Our legal team advised against proceeding further to avoid potential hurdles in the future,” Rupayan Choudhury, the founder of Sairah Jewels who realized the name lacked emotional resonance, told Business North East (BNE).
“Our investors felt the name sounded more corporate and did not appeal to the sentiments of our target demographic, middle-aged women,” Rupayan Choudhury added.
The Birth of Sairah Jewels: A Feminine Touch with Emotional Appeal
Rebranding was not only a step to address the legal issues but also an opportunity to redefine the identity of Sairah Jewels, which has a feminine touch and could emotionally connect with women, the primary customer base of the brand.
"We wanted the brand to evoke a sense of connection and individuality. Sairah achieves that by creating an emotional bridge between our products and our customers," Rupayan Choudhury explained.
Future Roadmap
Moreover, the founders aim to improve customer support, shorten the shipment-delivery time, and introduce better plating quality for its jewellery.
Augmented Reality: A Game-Changer in Jewellery Shopping
One of the strong pillars of the rebranding of Sairah Jewels is the integration of AR technology on its website and mobile app. The AR technology enables customers to experience virtual try-ons, bridging the gap between digital and physical jewellery shopping.
Rupayan Choudhury said that while AI dominates the market, AR is the next frontier. “Our sister company, Soradis Digital, has developed the AR solution entirely in-house, showcasing our technical prowess. This will offer customers a seamless and personalized shopping experience,” he added during the interview.
"New technologies are always hard to decode, and AR is no exception. However, our team is working tirelessly to ensure a smooth rollout. We are confident this innovation will not only enhance customer experiences but also reduce the percentage of product returns," Rupayan Choudhury told BNE while acknowledging the challenges of implementing AR.
Shaping Consumer Behaviour: The Impact of AR Virtual Try-Ons
The AR feature will change purchasing behaviour, giving customers a more informed buying experience. "Jewellery is a personal purchase. Customers want to see how it looks on them before buying. AR-based virtual try-ons will fulfil this need while significantly reducing product returns," Rupayan Choudhury elaborated.
Moreover, Sairah Jewels is the first Assam-based jewellery brand to implement AR technology on its e-commerce platform, becoming an industry trendsetter. While other brands have experimented with AR, many failed due to inaccurate results, giving false positives.
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"We expect AR to become a standard feature across beauty and jewellery brands in the near future. Our focus is on accuracy and reliability, which has been challenging for other brands," Rupayan Choudhury said.
From R&D to Retail: Sairah Jewels Eyes Expansion
So far, the brand has been on a research and development journey. Although it had moderate sales, averaging 100 orders monthly, the founders are optimistic about the future of the brand. "With the rebranding, we are finally ready to enter the retail market on a larger scale," the founder said.
The story of Sairah Jewels underlines the complexities of rebranding amidst legal challenges and the need for a deeper connection with customers. With technology at their heels and a new brand identity, the founders aim to set new standards in customer experience in India and worldwide.
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