- Raja Jewellers launches new men’s collection ‘Persona’
Jewellery has always had the power to be something that makes the wearer feel unique and empowered. Although jewellery is typically designed with women in mind, Raja Jewellers sought to redefine this concept with the introduction of its latest men’s jewellery collection, titled Persona – to mean a particular type of character that a person seems to have, which is often different from either their real or private character – along with a promotion in celebration of Father’s Day, which falls on 19 June.
Raja Jewellers identified that there are minimal options and a gap in the Sri Lankan jewellery market for men’s jewellery collections, which is why its new Persona collection was introduced, to capture this niche in the market. In conversation with The Morning Brunch, Raja Jewellers Marketing Manager Ruwan Gamage said that he too had noted the lack of jewellery for men available in the market.
To bridge that gap, this latest collection features items like finely-crafted cufflinks, bracelets, and pendants for men, and opens doors to uniquely celebrate a hero in your lives. The collection is only available in gold, but Gamage told us that some of the pieces will be speckled with diamonds or other precious stones.
Highlighting Raja Jewellers’ existing collections of exquisite craftsmanship, the new Persona men’s jewellery collection is aesthetically pleasing. Unparalleled in perfection and unrivalled in beauty, these designs are incomparable and unseen among jewellers in Sri Lanka, the creators claim. The new designs also present a unique opportunity for Sri Lankan consumers to experience a collection that illustrates the magic of exceptionally beautiful jewellery, while celebrating and honouring all fathers.
Adding to this, Gamage explained that the word persona, in this context, is taken to mean personality, which is what they hope to shine a spotlight on with their newest collection.
The rise of men’s jewellery can be seen as a contrast to the predictable embrace of loungewear, but it also allows wearers to easily transform their day-to-day outfits. Dressing with a high or low attitude has never felt more relevant, and a piece of fine jewellery instantly elevates a more casual look. “If someone adorns a piece from this range, we want them to feel confident and let their personality and charisma shine,” he said.
Speaking at the launch of the latest men’s range of unique jewellery, Raja Jewellers Managing Director Athula Eliyapura stated: “We are happy to introduce our new men’s jewellery collection in line with this year’s Father’s Day celebrations. While men’s jewellery has always been a niche market, Raja Jewellers takes pride in becoming the first and only jewellery manufacturer to offer a distinguished men’s collection.”
To celebrate and honour all fathers, Eliyapura stated that they are excited to introduce the exquisitely crafted “Persona” collection.
Over the span of nine decades, Eliyapura observed, Raja Jewellers has become a brand that always values the Sri Lankan culture, and is said to be one of the most accomplished entities in the jewellery industry of Sri Lanka. Its immaculately handcrafted pieces are renowned locally and across the world, he added, while the comprehensive variety of jewellery available caters to men, women, and children.
“Utilising the finest materials such as gemstones, zircons, and refined gold, this collection too forges timeless works of personal decoration,” he added.
While the collections offered by Raja Jewellers aim to encompass a wide spectrum of luxurious adornments, letting one discover something truly exquisite, they also provide a variety of bespoke services for customers who desire delicate adornments for their special days or to commemorate extraordinary achievements, Eliyapura reminded the audience, diverting the spotlight to the various pieces the company has crafted over the years.
He also looked back on the company’s journey, noting that throughout its existence, Raja Jewellers has established lasting relationships with customers through foundations built on trust, excellence in service, and providing unique handcrafted pieces of jewellery, and Persona hopes to embody just that.
The Persona men’s jewellery collection is currently available at all Raja Jewellers showrooms in Bambalapitiya, Negombo, and Kandy, and Gamage told us that they are looking to offer the collection to expatriates as well as the foriegn market.
“We have the ability and facility to offer worldwide shipping, so we will be promoting this range to the international market as well – specifically to countries like the UK and the US,” he told us.
In terms of pricing, this collection will feature a more affordable range as well as an extravagant one. With a pound of gold having shot up in price, Gamage told us that maintaining their pricing has been tough, but they are trying to keep their pieces priced fairly. This particular collection, he informed us, ranges between Rs. 350,000 and Rs. 3 million, and as Gamage observed, all of their pieces are an investment in your future with their value increasing the longer you treasure them. And while more and more men are investing in jewellery, Gamage noted that they are interested in an increasingly diverse range of pieces.
“Whether a piece of jewellery is timeless and discrete or makes a bold statement, men with different tastes and styles are experimenting with jewellery confident they will wear it far beyond a season or two,” he noted.
