Our Ethos

Pura as Gold

Strong as Platinum

Brilliant as Diamonds

BRAND VISION

Determination to soar higher, stronger and faster in the quest of exceeding client expectations and providing an absolutely delightful experience in every possible way to all shoppers.

BRAND CONSCIOUSNESS

Three factors are essential for our brand :
01

Values

The brand stands for a behavior, an idea, a feeling.

02

Perception

Everywhere the brand appears, its values can be seen and perceived, be it in the products or the brand communi- cation or in the employees behav- iour.

03

Consistency

Only when every expression of the brand, in terms of content and form, creates a consistent unity over an extended period of time, will the brand be credible, trusted and coveted.

BRAND VALUES

Without our principles, we would be nowhere.

Three principles that crisply sum up our brand personality, that stood embodied by

FCBL Jewellers’ founders, are incorporated impeccably by its future torch bearers and are, thus, expressed unmistakably in all our services are as follows:

Uncompromising

  • Demanding
  • Perfectionistic
  • Definite
  • Self-confident

Conbdent

  • Authentic
  • Clarity of thought
  • Independent
  • Principled

Passionate

  • Committed
  • Fascinated
  • Enduring
  • Visionary

Brand Experience

Our brand identity comes alive in four ways: through our product range, our image, our brand communications, and our behavior.

With coordinated, finely-tuned instruments and measures we present the FCBL Jewellers brand to our customers. By ensuring that all of the various activities in these four areas are precisely aligned with our brand identity, we create a consistence experience for the long term and by doing so, craft a distinct and unmistakable image of Fateh Chand Bansi Lal in the mind of our customers.