The beginnings of Sia
In the year 1972, the company’s doyen, Mr. Ramniklal D. Chhadva ventured into the wholesale business of imitation jewellery, leather bags and other related accessories under the brand name ‘Tohfa’, which, with its large product assortment wowed customers and critics alike.
At the same time, another undertaking, known as ‘Noble stores’ came into existence dealing with leather purses & accessories, which further cemented the business of delighting customers and providing a wide range of exclusive products.
Sia Lifestyles Pvt Ltd- Brands Online
The flagship brand of the company- a complete House of Jewellery for all accessory needs- showcasing the ‘Art of Complimenting’
An extension into the field of complimenting- designer footwear and designer bags- finding ‘The Perfect Match’
Quality Policy & Customer Service
Our quality policy is to give “simply the best”.
There are many different varieties of jewellery, displayed through a systematic process. Alteration in readymade jewellery available to any colour, size and to some extent design also. Customer related schemes of gift vouchers, credit note, privilege club and festival collections are also undertaken at Sia. The Gems Club is the privilege club for frequent shoppers at Sia, who are rewarded each time with gift vouchers, special previews and special discounts. Currently, there are over 15,000 loyal members, who add upto almost 40% of the company’s revenue share.
Sia has also launched international franchise system to meet NRI’s and overseas customers need.
Fashion and Sia
Neeta Lulla, Vikram Phadnis, Manish Malhotra, Shane & Falguni Peacock, Abu Jani- Sandeep Khosla….are just some of the names who are the tsars of the fashion world. They are also some of Sia’s satisfied customers- and our stores often sport some of India’s leading actresses like Preity Zinta, Juhi Chawla and Bipasha Basu picking up their favourite jewellery.
While the resident team of designers work on understanding and analyzing customer behavior and fashion trends in the workshop as well as the shop floor, there is a dedicated team of Merchandisers and Buyers who work on collating such trends and delivering the products depending on a store’s regional preferences.
As jewellery is an accessory which is bought in tune with matching apparel, our designers sometimes pick up colour and design trends from the apparel sector. However, this does not deter Sia from launching their own special collections- some of the more successful ones launched in the past have been the Victorian Funk collection (an assortment of different base materials including denim, fur, cloth embellished with stones, beads and sequins adorned with Victorian motifs), and the Peacock collection- a range of necklaces, earrings and accessories (including finger rings, maang tikkas and key chains) woven around the peacock bird-in beautiful meenakari work and the Umrao Jaan collection- inspired from the period film in kundan and beads (this was in continuing the Sia tradition of association with period films like Devdas, Mangal Pandey, Taj Mahal…).
Apart from numerous designers, Sia has also wowed audiences in soaps like Jassi Jaisi Koi Nahin, Nach Baliye 1 & 3, Baa Bahoo Aur Baby, Maximum Style, Resham Dankh, Great Indian Laughter Challenge, Zoom Top 20, Aaja Jhoom Le and countless others.
Even the Latin superstar Shakira picked up a few pieces from the Victorian Gold collection on her last trip to India.
Another testimony which establishes Sia’s credentials with the Bollywood fraternity is the fact that Sia has designed and produced the complete jewellery for Farah Khan’s latest directorial venture, Om Shanti Om- starring Shahrukh Khan and Deepika Padukone- which spans across 2 time periods- hence from re-creating the magic of historical jewellery to predicting future fashion trends- Sia spans the entire spectrum.
Even though fashion forwardness depends a lot on changing societal trends, over the past 11 years, Sia products have been flying off the shelves- a sure sign that the product adheres to the ‘delight’ norms of jewellery design and after sales-service. Most of the times, though, what brings in customer delight are the matching accessories- the largest collection anyone can find under one roof.
With a view to providing complete customer delight spanning the lifestyle and fashion spectrum, Sia plans to have business interests with top fashion brands. Sia has planned an extensive network of exclusive retail outlets, along with other sub brand launches to cater to a wider and more discerning audience.