From Perfumes to Diamonds: Rasasi Brand Expands into New Luxury Category
Rasasi, the leading regional perfume brand, is all set to venture into diamond jewelry category with the launch of Rasasi D’Or. Speaking at the launch, Mr. Siraj Kalsekar of Rasasi, said: “It is human nature to boldly venture into new challenges once we taste success. The story of the growth of Rasasi Perfumes, a result of decades of perseverance and hard work, similarly led us to the conclusion that it was time to expand the brand into new luxury categories, a business we as Rasasi understand well.”
Based on internal deliberation and extensive consumer research with Rasasi Perfumes’ existing customers, the company identified the 18ct diamond jewelry niche as the category for brand expansion. The new brand extension, Rasasi D’Or, aims to become the number one 18ct diamond jewelry brand in the region. Focusing on design, creativity and addressing the tastes of a multi-cultural audience, the brand aims to create a strong differentiator in the diamond jewelry retail segment through technological innovation, shopping ambience and value.
Explaining the rationale, Mr. Kalsekar said: “Our business objective is not to create a ‘me too’ brand, nor to compete directly with existing brands and stores in the category. Rasasi will be positioned in a unique segment as pioneers of a new concept in luxury shopping, an experience where diamond jewelry crosses over into the realm of fashion, reflecting superlative design, image, attitude and experience.”
Rasasi D’or jewelry is presently available at Dubai Mall, Dubai Festival City, Gold & Diamond Park and Deira Gold Souk.
