Mumbai: Solitario Diamonds is the fastest growing and a leading player in luxury lab-grown segment in India, dedicated to crafting exquisite bespoke jewellery pieces, crafted for modern and consciously minded customers.
Solitario was born with the mission to bring sustainable adornment to India, that reflect the essence aesthetics and ethics. The brand is essaying one of the faster growth trajectories in the industry, with prominent presence spanning across 18 stores and 21 shop in shops in 8 countries and 22 cities across the globe. The cities include Dubai, Barcelona, Kuala Lumpur, Egypt, Mumbai, Bangalore, Pune, Chennai, Chandigarh among others.
Co-founders Vivek Oberoi, Satish Daryanani, and Ricky Vasandani have driven Solitario’s mission with a shared vision for responsible luxury, setting new standards not only in India but also in the global diamond industry. Solitario believes every diamond created has been cut and refined using state-of-the-art cutting and processing units. It envisions its craft as a living legacy, that reflects the mindful values of a transformed luxury industry, sparking conversations on sustainable elegance and shaping a legacy beyond convention.
Born in Africa, Ricky is a visionary entrepreneur who has lived across four continents of the world. Hailing from a family that has successfully scaled a legacy diamond jewellery business over decades, Ricky brings his acumen in the diamond jewellery business to the fore with Solitario Diamonds. His business ventures across in Sports and F&B domain are a major success story in Spain. Ricky drives the day-to-day business at Solitario Diamonds with unmatched expertise in Marketing & Operations.
Solitario believes every diamond created has been cut and refined using state-of-the-art cutting and processing units. It envisions its craft as a living legacy that reflects the mindful values of a transformed luxury industry, sparking conversations on sustainable elegance and shaping a legacy beyond convention.
MadeInMedia.in’s Kalpana Ravi in an email conversation with Ricky Vasandani – Chief Executive Officer, on the need to launch Solitario, the strategy and thought behind associating with big ticket events and much more………
How do brands decide whether sponsoring or associating with a music concert aligns with their marketing and brand objectives? What makes music concerts an ideal platform for Solitario to showcase its lab-grown diamond brand?
As for Solitario, deciding to sponsor or associate with a music concert comes down to alignment with our core values, target audience, and brand positioning. At Solitario, we believe that music and diamonds share a deep emotional connection both are timeless, evoke powerful emotions, and symbolise celebration and self-expression.
Music concerts provide an immersive experience where audiences are not just spectators but emotionally invested participants. This makes them an ideal platform for Solitario to showcase our lab-grown diamonds, as both represent innovation, authenticity, and the beauty of personal expression.
Our recent association as the Powered By sponsor for Papon’s concert in Pune was a testament to this synergy. It allowed us to engage with a passionate audience in an organic, experiential manner bringing our brand closer to consumers who appreciate artistry, sustainability, and luxury.
Going forward, we are keen to associate with more music IPs, as they offer a unique avenue to connect with audiences who resonate with our values. Just as music brings people together and creates unforgettable moments, Solitario diamonds are crafted to mark life’s most cherished milestones.
Beyond logo placements, what innovative ways are brands using to engage audiences at concerts and create memorable experiences? Lab-grown diamonds appeal to conscious, modern consumers. How do music concerts help Solitario connect with this audience segment?
Beyond logo placements, brands today are focusing on immersive experiences that create lasting impressions. At Solitario, we go beyond traditional sponsorship by actively engaging with audiences through on-ground activations, interactive contests, and exclusive giveaways during the concert. This allows us to create a tangible connection between the energy of live music and the brilliance of our lab-grown diamonds.
Solitario diamonds appeal to conscious, modern consumers who value sustainability, innovation, and authenticity qualities that also define today’s music lovers. Music concerts attract a diverse, socially aware audience that appreciates artistry and meaningful experiences. By associating with music IPs, we tap into this engaged community, reinforcing our brand’s message in an organic and emotionally resonant way.
What metrics do brands typically use to measure the effectiveness of their presence at a music concert in terms of visibility, engagement, and conversions?
At Solitario, we don’t just look at brand exposure we track customer walk-ins to our stores after an event and closely monitor our social and digital engagement. The reach of our branding at the concert, media coverage, and impressions help us understand visibility, while audience interactions on social media, hashtag performance, and participation in our on-ground activations give us insights into engagement.
Most importantly, we assess lead generation and conversions by analysing website traffic, inquiries, and actual purchases influenced by the event. By evaluating these metrics, we ensure that our music associations not only strengthen brand recall but also translate into meaningful connections with our audience, reinforcing our presence in the conscious luxury space.
How important is digital and social media integration in maximizing the impact of a brand’s association with a concert? Can you share examples of successful digital extensions of on-ground activations?
Our recent association with Papon’s concert was our first music integration, and the impact was significantly enhanced by strong digital promotion. Both Papon and the event company played a key role in driving social media outreach, helping us connect with a wider audience. With a house-full show, we gained substantial visibility not only through on-ground branding like hoardings but also through extensive digital marketing.
Successful digital extensions of our on-ground activations included interactive social media contests, influencer collaborations, and audience driven content that kept the conversation going online. Real-time engagement through live updates, behind-the-scenes moments, and user-generated content helped us sustain momentum, ensuring that the concert experience resonated with audiences long after the final performance.
Are brands increasingly collaborating with artists and influencers beyond just event sponsorship? How does this impact brand perception and reach? Beyond sponsorship, does Solitario engage concert-goers with interactive brand experiences, such as live installations, giveaways, or influencer collaborations?
Solitario, x Papon association with Papon’s concert was more than just a sponsorship it was a strategic integration where digital engagement played a crucial role. Papon and the event company were instrumental in amplifying our presence through their social media outreach, ensuring that our brand was seen and talked about both online and offline.
Beyond sponsorship, we actively engage concert-goers with interactive brand experiences. From exclusive giveaways to immersive on-ground activations, we create moments that allow audiences to connect with Solitario in a meaningful way. Influencer collaborations further extend this engagement, as they share their experiences with our brand, making it more relatable and aspirational. By blending digital influence with real-world experiences, we ensure that Solitario remains top-of-mind, long after the concert ends.
With concerts attracting a specific demographic, how are brands leveraging attendee data for targeted marketing and future campaigns?
With the attendee information we gather through on-ground activations, digital interactions, and contest participation, we ensure that our pre-sales team reaches out personally, inviting them for exclusive store visits. This direct engagement allows us to create a seamless journey from brand awareness to purchase consideration. By analyzing this data, we can tailor our messaging, offer personalized experiences, and refine our future collaborations with music IPs, ensuring each campaign is even more effective in connecting with our ideal customers.
Have you seen brands build long-term equity through repeated associations with specific artists, genres, or concert properties? What are the benefits of such long-term partnerships?
Yes, brands have definitely seen success in building long-term equity through repeated associations with specific artists, genres, or concert properties. This approach not only strengthens brand recall but also fosters deeper emotional connections with the audience over time. For example, Zomaland’s consistent partnership with music and entertainment properties has helped solidify its position as a fun and engaging brand, while also creating strong ties with a young, energetic audience. Similarly, Badshah, known for his widespread appeal and multiple brand endorsements, has become synonymous with a youthful, aspirational lifestyle, and brands that consistently collaborate with him whether through music, commercials, or events benefit from his established influence and loyal fan base.
For Solitario, we understand the importance of such long-term partnerships. By consistently aligning with artists like Papon and exploring new music collaborations, we create an ongoing association with artistry, sustainability, and luxury. The benefits of these long-term partnerships include sustained visibility, deeper audience engagement, and the ability to build credibility and trust over time. Repeated associations allow us to strengthen our message and become a natural part of our target audience’s lifestyle, creating long lasting brand loyalty and enhancing our presence in the market
Has Solitario partnered with musicians or performers for exclusive jewelry lines, stage styling, or social media promotions?
While we haven’t yet partnered with musicians or performers for exclusive jewelry lines or stage styling, it’s definitely something we’re working on and have in the pipeline. We’re actively looking to collaborate with top music artists from India to create unique jewelry collections or even explore stage styling opportunities. This would allow us to merge the worlds of music, fashion, and luxury in a way that resonates with our audience. Social media promotions and influencer collaborations are also key components of our strategy, and very soon, you can expect Solitario to partner with leading musicians to bring our brand to life in exciting and innovative ways.
What metrics does Solitario use to evaluate the success of its presence at music concerts—brand recall, social media engagement, or direct sales?
At Solitario, we evaluate the success of our presence at music concerts through a combination of key metrics that help us understand both brand visibility and the tangible impact on our business. Brand recall is a major focus, as we want to ensure that our association with the event leaves a lasting impression on the audience. Social media engagement is another critical metric tracking how the audience interacts with our content, shares their experiences, and engages with our hashtags allows us to gauge the effectiveness of our digital strategy. Finally, direct sales play a crucial role. We track footfall to our stores, as well as online traffic and inquiries, to understand how our concert sponsorships drive actual purchases. These metrics together provide us with a clear picture of how our music partnerships contribute to building brand equity and driving business growth.
With Solitario expanding internationally, do you see music concerts as a key driver for reaching new markets and audiences?
Absolutely, as a global brand, we see music concerts as a powerful way to reach new markets and audiences. Music transcends cultural boundaries, and through strategic partnerships with artists and shows, we can connect with consumers around the world in an authentic and impactful way. As Solitario continues to expand internationally, we believe that our presence at these events will only grow stronger, allowing us to build deeper connections with audiences from diverse regions. In the time to come, you’ll see Solitario being more closely associated with top artists and major music events, reinforcing our brand’s global reach and resonance.
