OPENING ESSAY
As you walk into Delhi’s posh DLF Emporio mall on a weekend, the first thing you notice is the queue outside the Louis Vuitton store. The store is only allowing in 12-15 people at a time, and eager shoppers wait politely in queue. Move on, and you come face-to-face with a beautiful glass display case that proudly proclaims the brand Bvlgari. As you admire the gorgeous black onyx and pavé diamond necklace, your eyes travel to the word ‘Mangalsutra’ printed in bold letters below. The Italian luxury brand has launched its interpretation of the traditional, auspicious necklace worn by married Indian women in an attempt to attract the modern bride and get a piece of the country’s $50-billion wedding market. The brand, which recently appointed actor Priyanka Chopra Jonas as its brand ambassador, is looking to increase its India footprint in both brick-and-mortar and e-commerce in two-three years.
Keep moving, and in the atrium you notice much excitement created by a pop-up store. Gucci, which also has a permanent store in the mall, has set it up to display its latest collection to mark the company’s centenary. The collection—Gucci 100—has been unveiled in India along with the global launch—something the company always does. Here, we bump into 36-year-old corporate lawyer Preeti Kapoor, who is excited about the new collection. “It’s marking a special occasion. I will
