Another jeweller has claimed its spot on the iconic Serangoon Road stretch in Little India.
This time, it is Bhima Gold – a subsidiary of the B. Krishnan Group or Karnataka regional arm of the well-known South Indian Bhima Group, which founded heritage brand Bhima Jewellers in 1925 – in its first expansion beyond India and the United Arab Emirates.
The brand is known for its South Indian-style designs such as Kerala’s mulla mottu and aradhana necklaces that encapsulate jasmine buds and temple-inspired motifs, respectively.
These designs were on full display at the launch event of Bhima Gold’s first Singapore store at 202 Serangoon Road on Oct 21.
Around 400 invited guests and several passer-bys were treated to performances by lion dancers and chenda melam drummers at the entrance of the multi-storey unit, where Bhima Gold managing director Vishnu Bhatt and members of his family cut the ceremonial ribbon.
The refurbished storefront also features Bhima written in both English and Chinese.
“In addition to Indian designs, we plan to bring in designs specific to the Chinese, Malays, Eurasian and other ethnic communities so that everyone has something to look forward to,” Bhima Gold (Singapore) PR manager Padmaja Yerramsetty told tabla!
“We even have designs for a one month old baby as part of our Sunshine collection and our Y collection for youths to cater to every age group,” Ms Padmaja added.
The launch was also intentionally scheduled to coincide with the festive period. “Deepavali is a good season for us so we are expecting good sales,” said Mr Rajesh K, the sales and operations head for Bhima Gold (Singapore).
The local venture is the first step of a global expansion plan with sights set on Australia and Malaysia next, Mr Rajesh noted. At present, Bhima Jewellers also have about eight stores in Dubai with three more in the pipeline.
Longtime Bhima customer and Kerala native Jayashree Ashok, 57, a retired teacher and entrepreneur who has been living in Singapore for the past 30 years, was excited about the brand’s first branch in Little India.
“What appeals to me about Bhima or any Kerala-style jewellery is that it’s lightweight,” Ms Jayashree said.
“You can ask for the heavyweight ones, but considering the price of gold nowadays, I find that many customers will be drawn to how Bhima is able to make lightweight jewellery that is very beautiful and fills up your neck or hands,” she explained.
The new store will also be a welcome addition for festive shoppers who are looking for more styles and variety, noted Little India Shopowners’ & Heritage Association (LISHA) chairman Regunarth Siva.
“Every jeweller is different, and it gives Singaporeans more options to shop for the designs they want,” he told tabla!
