It was a spectacle that was as unique as it was colourful, and an example of how good marketing doesn’t just embed a good theme of the season, but has its brand bringing it alive across every aspect of the on-ground launch, really living the expression, as it were, when jewellery retail chain Senco Gold & Diamonds launched a special ‘PRIDE Collection’ as a gesture of support for the LGBTQ community.
The standout, classily designed jewellery was launched at a unique fashion show titled “Sphulingo – Freedom of Expression”, by a group of transgender men and women led by well-known Professor (College Principal) and LGBT activist Dr. Manabi Bandyopadhyay. Dressed in mythological characters from the Indian epics, the models sashayed down the ramp at Senco Gold & Diamonds’ Mega Shop on CIT Road in Kolkata. The models evoked the likenesses and spirits of mythological figures – Sikhondi was brought alive by Shankori Mandal, Rintu walked the ramp as Mohini, Raja Vongashon was evoked by Sandipta Chhetri, Sayantani Ghosh brought Chitrangada alive, Roma Mandal was Raja Ela, Pritam Mondol was Krishna Koli, Bikram turned up as Brihhonnola, and Dr Manabi Bandyopadhyay set the ramp alight as Chandi.
June is celebrated as the Pride Month across the world to commemorate the Stonewall riots, which occurred at the end of June 1969 and to recognize the impact LGBTQ people have had in the world. The LGBTQ Pride movement is one against the discrimination that the lesbian, gay, bisexual, transgender and queer (LGBTQ) community faces. It is aimed at promoting dignity, visibility and equal rights for these people, and the chic, confident and stylish launch of the PRIDE collection by Senco Cold & Diamonds underlined just that, and in an elegant way.
Suvankar Sen, Executive Director, Senco Gold & Diamonds, said: “We have launched our Pride Collection in honour of the LGBT community, especially the transgender women on the occasion of Pride month. Many of these women have striven hard to achieve what they have in our society despite the odds stacked against them. We salute them and their indomitable spirits through this fashion show.
“The Pride collection, immaculately crafted and designed, would appeal to all sections of buyers we cater to with different varieties that we offer from our stable,” Sen said.
The Pride Collection consists of uniquely designed gold and silver pendants named Trans Hearty, G-Rex and Less More. The Pride Gold collection price starts from Rs. 16,000 and silver collection Rs 500 onwards.
Senco Gold & Diamonds, incidentally, was founded in 1938 by late Sri MC Sen is one of the oldest jewellery organizations in India. Headquartered in Kolkata, Senco Gold & Diamonds has 93 stores spread across India and is the largest jewellery retail chain from Eastern India. Senco Gold & Diamonds has an array of products on offer for every occasion, with more than 10,000 new designs being developed every year. Their popular Everlite Collection has exquisitely designed light-weight jewellery available at extremely affordable prices. Senco Gold & Diamonds exports to countries like USA, UK, Singapore and Middle East.