Senco Gold: Preserving traditions, staying modern

SHOPPING FOR JEWELLERY, especially for a wedding, is an emotional affair in India. Most brides prefer buying jewellery from their family jeweller. It’s no different for Kolkata’s Lahiri family, who have been buying jewellery from Senco Gold for three generations. Their daughter, Dola, is getting married in a few months, and on a Saturday evening the family of four is excitedly watching the bride-to-be try out the jeweller’s newly launched AI app. Called ‘Shape of You’, the app enables Dola to choose designs that complement her face structure.

The app recommends top-heavy silhouettes and upward-drawing designs since Dola has a narrow forehead and a broad jawline. The salesperson spoils her with choice of jewellery that would go with her face structure. As Dola tries out the jewellery, her mother Maitrayee, is teary-eyed. She tells the salesperson that it was from that very store in Gariahat that jewellery for her wedding trousseau was bought over three decades ago.