VR SURAT BUILDS ON THE POP-UP RETAIL CULTURE,DEBUTS TARA JEWELLERS’ FIRST EVER POP-UP STORE

Virtuous Retail, India’s largest institutionally owned developer-operator of lifestyle shopping centers, is excited to announce the debut of leading luxury brand Tara Jewellers’ first stand-alone pop-up store at its extraordinary 600,000 sq ft flagship center VR Surat.

Having changed the retail landscape of Surat by introducing to the city and the state some of the most exciting fashion and lifestyle brands, Virtuous Retail is pleased to present Tara Jewellers to its customers. The collection at Tara Jewellers reflects modern, unique, iconic and edgy designs that make a statement & is an amalgamation of intricate craftsmanship with a contemporary touch. For women who love their rocks and jewellery, and those who are in search of the best for a special occasion, Tara Jewellers will be a treasure trove with its exclusive range of fine jewellery at affordable prices. 

With an attractive décor in shades of white and purple, the see through glass façade showcases the different zones - the browse wall, collection wall and the consultation table. These 3 concepts ensure that customers get closer to the jewellery pieces on display, thus providing a seamless shopping experience for the fashion conscious of Surat.

Commenting on the opening,  Anupam Yog, Marketing Director, Virtuous Retail says, “We are delighted to present Tara Jewellers’ first stand alone pop-up store at South Gujarat’s largest and only lifestyle destination, VR Surat. Tara Jewellers is a perfect addition to our existing portfolio of leading brands. We are positive that their inclusion in our jewellery category will be well received and will add to the luxurious shopping experience that we offer.”

Speaking on the launch, Vikram Raizada, Executive Director and CEO Retail, Tara Jewels Ltd. says, “Currently we have 40 company managed showrooms across 32 cities in Northern, Central and Western India. We have recently launched a few new formats and happy to launch our first pop - up format with VR Surat. We would like those visiting VR Surat to try our innovative product designs.”

Virtuous Retail is also responsible for bringing premium brands such as Zara, Swarovski, INOX and Hidesign to Surat’s fashionable consumers. A unique concept, Virtuous Retail provides a special shopping experience within VR Surat by incorporating art, culture and community engagement initiatives. Breaking the stereotype associated with a Tier 2 city, the emergent Surat metropolitan region with a population of ~ 6 million, has acknowledged the arrival of VR Surat with enthusiasm – since its opening in May 2013, VR Surat has hosted ~ 2 million visitors from across the South Gujarat region.

About VR Surat

VR Surat is the first retail lifestyle destination developed by Virtuous Retail as an experiential shopping centre that has become a social hub, and a tourist and cultural destination offering an exciting mix of retail, art, entertainment and community initiatives. Packed with unique outdoor and indoor experiences VR Surat is home to over 100 brands, and having introduced world-class stores such as Shoppers Stop, Zara, Westside, Marks & Spencer, MAC they helped enhance the city's retail offering. Combining state-of-the art experiences with local cultural tastes, VR Surat is a flagship amongst a series of retail developments by Virtuous Retail, launching in India's top 9 urban markets including Bengaluru, Mumbai, Pune and Kolkata. List of brands that have debuted in Gujarat courtesy Virtuous Retail: Zara, Marks & Spencer, Gourmet West, Freecultr, Faces, Omega, Louis Philippe, Laven, SVM Blowing & Gaming, Voi Jeans, Kraus Jeans, Kailash Parbat, The Fruit Tree, Noodle Town and Panchavati Gaurav. Brands Debuting in Surat: Inox, MAC, Shoppers Stop, Tommy Hilfiger, CAT, Swarovski, Ethos, Parcos, Hidesign, Nautica, Zodiac, Being Human, Forest Essentials, Izod,Colorbar, Deal Jeans, Sunglass Hut, Sisley, Foresight Optical, Bagzone, Clinique, Clarks, U.S. Polo, Helios, Arrow, Gant, Midday Munchies, Flying Machine, O2 Spa, Kedyo, 22nd Parallel, Cex, Calvin Klein Jeans, Monte Carlo, Mothercare, Dosa Plaza and Ayesha. Brand Extensions: Westside, United Colors of Benetton, Levi's, Only, Vero Moda, Bata, Adidas, Jack n Jones, Van Heusen, Woodland, Spykar, Wrangler, Mufti, Pepe Jeans, Lee, Allen Solly, Puma, 109 F, AND, Fab India, NOSH, Global Desi, Jade Blue, Sub Station, Jashn, GininJony, Biba, Café Dezire, McDonald's, The Chocolate Room, Coffee Culture, Crossword, Subway, Keeda, Delsey and Mexican Rodeo.

For more information, please visit www.vrsurat.com or www.facebook.com/vrsurat.

About Virtuous Retail

Established in 2007, Virtuous Retail (VR) is an institutionally owned developer-operator of community oriented premium lifestyle shopping centres in India's top cities. Virtuous Retail's pan-India portfolio includes prime city centre locations in Bengaluru, Chennai, Mumbai, Pune, Surat and Kolkata, making it the leading platform of quality real estate retail in one of the world's most attractive consumer markets for organized retail. Virtuous Retail combines global expertise and local knowledge to create high performance retail environments with strong urban connections. The company's long term vision is to create new social hubs for the urban Indian consumer. It does this through "Connecting Communities™" - a platform for cultural festivals, public-private partnerships and cross border collaborations that encourage civic pride, strengthen the local economy and enhance the city's brand image. Virtuous Retail is sponsored by The Xander Group Inc., a leading emerging markets investment firm, which has committed US$ 600 MM in equity to the platform.