Spenta Multimedia launches a consumer jewellery magazine, Adorn

The magazine will be available on newsstands from August 19

Spenta Multimedia is all set to launch a consumer jewellery magazine, titled Adorn. The bi-monthly magazine will bear a cover price of Rs 100. It will be launched on August 19, at the inaugural India International Jewellery Week.

Maneck Davar, proprietor, Spenta Multimedia, says, "Adorn is being conceptualised and launched at a time when Indian merchants have realised that in the wake of the global meltdown, they can no longer rely on exports to mature markets like the US, Europe and Japan, and are exploring opportunities in domestic retail. Adorn seeks to expand the upper end of the domestic market by being a high-end visual jewellery design magazine with superior production values. It's a first of its kind in the gems and jewellery segment in our country."

The magazine is targeted at high net-worth individuals, who are established and aspiring consumers of the gem and jewellery industry's high-end and high-fashion products.

Adorn will be edited, designed and produced by the core team of Solitaire International, a B2B jewellery magazine for the Gems and Jewellery Export Promotion Council by Spenta Multimedia.

Adorn will have an initial print run of 20,000 copies, and an average of 112-128 pages per issue. The content will focus on high-end jewellery and bejeweled accessories, such as watches. The group will try to maintain a ratio of 60:40 ratio between editorial content and advertisements, respectively.

The magazine is looking at high-end retailers of jewellery and luxury goods as advertisers. According to the group, advertisers would have to shell out Rs 1.4 lakh for a full page ad in the magazine.

Talking about the distribution model, Davar adds that the magazine will be available on newsstands, through subscriptions and will also be distributed to clients of advertisers. "This, we believe, is a first of its kind attempt by any magazine, wherein the advertisers will be provided a set number of copies to be distributed to their database," he adds.

For the record, Spenta Multimedia has 32 custom and 6 consumer titles (including Adorn) and three event properties. Spenta publishes magazines in the genres of travel, retail, lifestyle, beauty, finance and management.