SOEZI, the brainchild of Bollywood diva Sonakshi Sinha and entrepreneur Sristhi Raai, has made its offline debut with the grand opening of its first retail store in the lively city of Pune. A melting pot of culture and innovation, Pune provided the perfect backdrop for the unveiling of SOEZI’s premium press-on nail collection, captivating beauty enthusiasts and trendsetters alike.
Sristhi Raai, sharing insights into their choice of Pune as the inaugural destination, expressed, “Pune, because we felt Pune had a very good mixed crowd. It had the younger crowd, which has been our target in the last few years. But we could also target the older crowd, which we feel can be great, great customers for SOEZI. And besides, even on our online platforms, Pune has always been identified as a key location with a lot of demand. So Pune was eventually, of course, a great start. Yeah, the customer base here is very, very good. And extremely responsive.”
Transitioning from the digital realm to a physical storefront presented its own set of challenges, as Sristhi elaborated, “Yeah, so our journey was also quite challenging. Because while we conquered, and it was easy for us to conquer the online space, also because the product was new, we had great marketing support from Sonakshi. She was very invested in putting the product out. The transition to retail gave us regular challenges. First of identifying what would the good, the areas be, the key locations. Identifying our partners and also the struggle to get the location was one of our main challenges. Because in the retail space in India at the moment, it’s very competitive. So location availabilities are almost a year in waiting. So that was the main challenge we faced as a brand. But thankfully, launching at Seasons Mall worked out for us. Like I said, it was a key location and here we are. And now with this, thankfully, we have other locations being very positive. So it would be very, very easy for us to replicate faster in other parts of India now.”
When asked about the essence of SOEZI’s press-on nails, Sonakshi Sinha shared her personal experience, stating, “It’s absolutely simple. I mean, you know, women today are playing so many different roles in life. And not everybody has the time and effort to sort of complete their look. And being well turned out, being well groomed. And nails are the last stop, I think. That is the last thing every woman does before she sets out, you know, with a whole look. So I think I face the same problem. I mean, I used to go to any award function with a full attire, but I didn’t do my nails because I used to take a lot of time consuming and difficult work. So this has actually simplified my life. It takes me five minutes now to do my nails. I just got my nails done in the car in three minutes. Like exactly, I’m not even exaggerating. So it’s just something that sorts you out in a way. So it’s basically nails that you can stick on to your own natural nails. And they’re not damaging for your nails.”
