Indian jewellery brand Rang has accused actress and social media influencer Avneet Kaur of failing to honour a collaboration agreement during her recent European tour.
The brand claims that despite wearing their jewellery on multiple occasions, Kaur did not provide the agreed-upon social media credit.
This dispute, made public via Rang’s official Instagram account, has raised concerns about the ethics of influencer-brand partnerships, especially for smaller brands.
The Allegations Against Avneet Kaur
According to Rang, Avneet Kaur was provided with several pieces of their jewellery to wear during her month-long European trip, with the understanding that she would tag the brand in her Instagram posts. Despite wearing their jewellery seven times and tagging luxury brands like Dior and Vivienne Westwood, Kaur failed to acknowledge Rang in any of her posts. This omission prompted Rang to reach out to Kaur’s stylist, who initially assured the brand that Kaur would give credit in a subsequent post. However, this promise was not fulfilled.
When pressed further, Kaur offered to pay for the jewellery instead of providing the agreed-upon social media credit. Rang responded that their primary concern was the agreed credit rather than the payment. Kaur later retained the jewellery for an extended period without resolving the issue, leading Rang to publicly share their grievances.
Rang’s Public Statement
In a statement posted on their Instagram account, Rang expressed their frustration with the situation, highlighting the broader implications for the industry. They stated, “This cavalier approach raises concerns about how some public figures exploit brands and stylists, relying on their influence to bypass mutual understandings.” Rang further noted, “We expected integrity and professionalism but faced exploitation.”
Rang also pointed out the challenges small brands face in securing fair promotion through collaborations with influencers, particularly when such agreements are not honoured. The brand’s decision to publicise the dispute reflects their view that this is an issue of fairness for small businesses in the industry.
Implications for the Jewellery Industry
This incident brings to light issues within the jewellery industry and the broader fashion sector concerning the challenges small brands face in influencer collaborations. Clear and enforceable agreements are crucial to ensure that all parties uphold their commitments. For small brands like Rang, successful collaborations are vital for their reputation and business growth.
The situation with Avneet Kaur serves as a reminder for jewellers and other small businesses to carefully negotiate and document their collaborations with influencers. The rise of social media as a marketing tool has made it important for both brands and influencers to maintain transparency and professionalism. As this case shows, breaches of trust can have significant repercussions, not just for those directly involved but for the industry as a whole.
