Binny’s Customisation Firm Adds Bling to Your Belongings
Binny's gold plated iPhone and diamond studded Louis Vuitton bag
At The Indian Luxury Expo, we were most pleased to have a word with Binny's, an India-based design customistation firm, which boldly showcased its gold-plated take on the iPhone 5. Considering the demand trends for all things exclusive and luxe, we had to give you a one-on-one with the studio that gets the job done in a flash. In conversation with co-owner Sneh Patel
Fancy seeing you here, but why did you choose The Indian Luxury Expo as your platform?
Well, we’ve been around for a while now. The only difference is that we’re shifting gears from wholesale to retail, so we thought this was a great promotional platform for the brand, and also a great space to meet and greet potential buyers. Our long-standing relationships with big firms like TBZ have served us well; it resulted in the fruitful launch of two stores in Dubai and two in Turkey, even though we are a Mumbai-based brand. But with an outright retail boutique opening in Surat, we’re hoping to change our positioning and the brand’s perception.
Binny's is entering the retail space with their first store in Surat
What urged you to venture into the custom design space?
To be fair, it’s not just about custom design but about adding bling to an already premium product. A Louis Vuitton bag, a Hermes belt, or an iPhone 5 is no longer exclusive... maybe elitist, but certainly not exclusive. Our job is to give a glamorous makeover that will make a statement and help you stand out in the crowd. And the demand already exists. The only difference is that people source firms abroad to do it for them because there’s no established home-grown firm… or at least there wasn’t until we came around.
So why should they pick you over another firm?
Competitive pricing of course. Did you know that Louis Vuitton sells an all-diamond-studded bag for Rs 18 crore? If you brought us your LV, we can do the exact same thing with better quality IGI certified diamonds for as little as Rs 1.5 crore. In fact, even if we buy the bag for you, it still turns out to be cheaper. Your budget decides what we supply, you dictate the price not us. This after accounting for the fluctuating prices of gold and diamonds of course.
Binny's customises a host of products including phones, watches, bags, headphones, etc
So what is your most popular selling product?
The iPhone… any model! I don’t know what it is about Apple users but they are big on customisation, exclusivity and are willing to pay the price to get noticed. Our gold-plated iPhone 5 will cost you Rs 6 lakh, and should you want to add diamonds to the logo or to encrust your initials, then the additional cost of those depending on the quality of diamonds.
What do you make of the luxury buyer in India?
The country is booming and the luxury sector is bullish and only moving towards a brighter future. We have more customers for premium goods here than we do Dubai. Believe it if you will, we’ve already sold three Louis Vuitton bags worth Rs 8 lakh and have even diamond-studded Rolls Royce hood adornments on two cars. But the fact is that the demand is more metro city-centric. Consumer behaviour varies in cities. In a place like Mumbai, people are brand conscious and pay for exclusivity, be it by way of gold, diamonds, platinum, etc vis-à-vis Gujarat where people are less about the brand, more about the diamonds, so they’re more likely to bling a personal accessory, even if it’s technically not a premium product.
Binny’s offers complete customisation and supplies all over India in a delivery time of 7-8 days. You can log on here