Nita Suri
Nita Suri is a luxury handbag designer brand based out of Barcelona. Blending architecture, art and pure passion, the brand intertwines the three to create bold, daring designs that turn heads wherever you go. Launched in 1991, the creative concept behind the designs set them apart.
The mother and daughter duo envisioned a handbag that gave women all over the world the freedom to express their creative vision. Montse´s daughter, brought about the revival of her mother´s brainchild. Delivering a modern spin on the iconic, functional silhouettes of the Lia and Pilo, Nita Suri offers a luxurious high-quality finish in a multitude of colours and textures, from sheep leather to exotic skins that are constructed like a mosaic!
It is at the designer’s studio where the first prototype of each handbag is handmade with the greatest detail and care personally by Montse Freixes. The delicate handling of the leather, the faithfulness given to the designs and the special attention to detail makes the creation of every piece to become an unrivalled work of art.
The Strategy
I. Brand Identity & Market Research
Instead of viewing Nita Suri as a client, we see her more as a business partner as we have collaborated with this talented designer on multiple different facets and tested out various entrance strategies into the growing Indian market. We also worked closely with the brand to introduce them to the market.
II. Brand introduction through 360 degree media coverage
One of our key strategies was to help the public understand the woman behind the handbags. We ran multiple activations on our social media through Instagram Live, Reels and videos as well as curating blogs and pages on our website.
III. Offline Sales
The brand has been a focal point for us during our virtual and physical trunk shows. Once we launched the brand on social media, we immediately followed it a sales strategy targeted towards our private clients through invite-only sales methods, whether it was Whatsapp, word-of-mouth or private viewings.
During our physical trunk shows, this included a roadshow in Antwerp, Delhi and Kolkata, she was a prominent feature in each of our showcases. This was the first time the audience was exposed to her products and experienced them first-hand, which ended up being a big hit—both in terms of sales and brand exposure.
IV. Online Sales
She also participated in our Virtual Takeover campaign in February and March wherein she took over our Instagram for three days, taking our followers into an in-depth tour of her life, her team, the process of making her designs as well as her studio. This highlighted the uniqueness of the brand and helped the audience form a special connection with her.
She was a part of our virtual trunk shows, our Getaway With AiSPi campaign and our festive edit in December.
V. Partnership
We also offer exclusive personalisation with Nitu Suri. Every product that is sold through us, allows the client the option to personalise a product by monograming their names. They can also book private consultation with the designer, if needed.
VI. Corporate Collaborations
For special events such as corporate gifting, weddings, gift hampers and more, we tie up with Nita Suri for customised ordering.
It is at the designer’s studio where the first prototype of each handbag is handmade with the greatest detail and care personally by Montse Freixes. The delicate handling of the leather, the faithfulness given to the designs and the special attention to detail makes the creation of every piece to become an unrivalled work of art.
