‘The Heist’ comes to India with youlry.com

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Mumbai: There’s another heist in town. And this one’s bigger. YOULRY.COM – the newest entrant in the fine and delicate gold jewellery category has launched their e-commerce site with a sensational ‘virtual loot’ to celebrate the all-mighty woman of today.

The YOULRY.COM GRAND HEIST is a big bang launch, inviting uber Indian audiences to a “virtual loot” to take away from their wide array of 18K and 22K pure gold jewellery. From chic, boho bracelets to jaw-dropping engagement rings, the jewellery designs by youlry.com are up for grabs on their website. This stylish jewellery collection using hallmarked gold, high-quality materials and intricate craftsmanship comes at a surprisingly palatable price point starting from as low as Rs. 4000/-, with an additional, no-conditions Rs. 1000/- off for first time buyers.

Nishit Nanda, CEO, youlry.com said, “Youlry – as the name suggests, is a jewellery brand inspired by ‘you’ – the consumer. Every design, every cut and every framing is done keeping in mind the consumer’s tastes and wants. The jewellery designs by youlry.com are meant to be cherished, worn with ease and adorned with effortless style. Through this new campaign, we put up our latest range of beautifully crafted pure gold jewellery and accessories for a grand heist.”

The campaign has been conceived and deployed across digital and social platforms by Digital Dogs Content & Media, the creative and technology partners of YOULRY.COM.

Anjali Rawat, Co-Founder and Creative Chief, Digital Dogs Content & Media said, “The latest in the club of D2C and born-in-the-cloud brands, youlry.com is a brand we have worked closely with. This particular campaign has been designed with the objective of building an exciting and cohesive messaging that is engaging, exciting, relatable and experiential in nature for our target group. This is the age of real, raw storytelling and we are hoping to kick up some serious dust with this line-up.”

“By developing interesting and topical campaign strategies, we want to ensure diversification of the ad platforms used, ultimately increasing the overall reach of the social campaigns and drive better conversion rates in sales too for our client brands,” adds Rawat.

YOULRY.COM is the latest consumer play from the House of Khimji Jewels, an 85-year-old generational goldsmith and jewellery powerhouse with customers ranging from India to the United States.

The e-commerce platform boasts of new collections, extensively researched designs that reflect culture and a smooth checkout with minimal information requests. Owing to its direct-to-consumer business model (where consumers can only shop their items from its site), prices are lower than traditional luxury brands. Consumers can stock up on the pieces they love without feeling like their bank account has been ransacked. This brand is for the independent, strong, resilient woman of today.

For a brand centred around youth culture, youlry.com sure has opened its play well. The Grand Heist hits the spot in the wedding sale market with Indians back to their shopping sprees. Young, bold and catchy – the campaign across digital, social and physical media grabs attention and gets people to check out this new ‘heist’.