You can never be picky enough with endorsements when you are trying to appeal to the luxury segment. While uncut jewelry is fairly well priced, the idea was to position it as exclusive and made to order. We chose influencers and celebrities based on markets we wanted to appeal to and attempted to keep it as straightforward as possible. The lesser it looked like a paid endorsement the happier we were.
Another strategic experiment that was done based on our research and studies was to hold longer time associations with select influencers. We gave it a shot with Amrita Thakur from Delhi and we noticed how it helped us build trust, and loyalty than a one time post experience for the influencers audience as well as ours.