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Simple pen can speak of status

Staff Reporter


‘Just in Vogue’ unveils a collection of luxury pens at City Centre


-PHOTO: P. V. SIVAKUMAR

Flaunt it: A model displays the ’Just in Vogue’ collection of high-end luxury pens in Hyderabad on Wednesday.

Hyderabad: “If you have got it, flaunt it,” this attitude of Hyderabadis seems to be pulling big brand players to the city big time. With the spate of lifestyle and luxury products in the city, pens are the latest status symbols. Wednesday morning saw a collection of luxury pens being unveiled by ‘Just in Vogue’ at City Centre.

From the age old quill to the latest writing instrument, pens have come a long way. But the brand fad is catching up in the pen segment as well. With the store unveiling a collection of some of the costliest pens, researchers say that the city of Nizams is fourth in line when it comes to buying a Sheaffer or a Cross that would blow a hole in most of our pockets.

Biggest market

“The biggest market for luxury and premium pens is Bangalore. Hyderabad as a market for luxury pens is picking up at a steady pace as there are more young successful professionals in the city who are brand enthusiasts,” says ‘Just in Vogue’ marketing head Manoj Subramanian.

‘Just in Vogue’ has a collection of brands like Waterman, Sheaffer, Cross and Parker.

These brands have pens that are classified into two categories- luxury and premium. Pens in the luxury segment are priced anywhere between Rs. 25,000 and Rs. 1 lakh and premium pens range from Rs. 2,200 to Rs. 25,000.

While Waterman rules the roost when it comes to the luxury section, it is Cross and Parker that have hit it big in the premium category. “Waterman is the undisputed one in the luxury segment. But Parker and Cross are most preferred ones in the premium section. Most working professionals go for premium ones,” says Manoj.

Experts say that when it comes to flaunting things or projecting one’s status, people make sure that even the smallest thing carried reflects their personality. One may be seen driving a Merc or a BMW on the streets of Hyderabad with the idea of attracting attention but sporting a Sheaffers or Waterman in your pocket silently asserts that you’ve climbed the social ladder.

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