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Pashma’s first self-owned and managed airport outlet at Mumbai International Airport has exceeded expectations |
INDIA. Family-owned company Pashma, the specialist supplier of luxury scarves and stoles, has opened its first self-owned and managed airport outlet.
The store, which began trading at Mumbai International Airport on 9 January 2010, aims to characterise Pashma’s ‘vintage minimalism’ design philosophy.
The brightly lit, sophisticated fit-out started attracting travellers even while the merchandise was being put up for display, Pashma’s Deepti Kumar told The Moodie Report.
“The store opened at 8pm and the first day’s takings exceeded the wildest expectations of all, and the takings at the end of the week showed the trend of the first day,” Kumar added.
Pashma launches jewellery collection
Encouraged by the sales success of Pashma scarves and stoles on major airlines and in airports worldwide, Pashma has launched a new collection of jewellery inspired by the Pashma philosophy of refined artistic aesthetics and the intrinsic value of precious materials.
The “navratna” (nine gems) collection offers colour, proportion and texture of real gems and semi-precious stones set in sterling silver. Pieces include colourful bracelets and necklaces in both dressed and raw amethyst, emerald, ruby, sapphire and argot punctuated by handcrafted silver.
The items are described as precious yet affordable for both inflight and airport sales.
The new jewellery collection has a mystical origin. In ancient India the “˜Jyotish Shastra’ presented a treatise on the astrological influence of gems on humans. For good luck and health Jyotish Shastra recommended wearing nine gems to negate the ill-effects of the nine planets which have influence on human life.
Consequently the “navratna” (nine gems) jewellery tradition was born. Pashma has reinterpreted the tradition with modern, wearable jewellery in a precious but affordable form, the company said.
