Lucknow-based Punjab Jewellers and Sons (PJS) announced that it is restructuring the century-old brand to revamp its business structure as it embarks on an expansion drive. The company will identify new trade practices to tap the potential of the jewellery market more effectively.
This announcement comes after a detailed research conducted by management company, 3EA, revealed major potential touch-points for the brand to tap. Catering to generations of families in North India for almost 100 years, the brand wants to capture newer markets with theme-based collections and innovations.
The new restructuring plan is being implemented to position the jewellery house as a prominent name amongst customers in North India and across the country in coming months. It will include introducing ornate designs bi-weekly, that come with the brand’s legacy of trust.
Speaking about the reorganization plan, Aditya Chawla, Partner, PJS said, “We are looking at the bigger picture. As a jewellery house, PJS is a household name because of its legacy and trust amongst customers. We have plans of expanding in the coming years by innovating with our product range, tapping potential markets, especially catering to millennials by channeling our marketing activities in that direction.”
PSJ was started by Pesharmal Chawla in New Delhi, before the brand shifted to Lucknow in 1949.