A contest promises a free photo shoot for couples-to-be in Amritsar

Manoj Chakraborty

After Covid-19 hit the jewellery sector, bridal sales have become the industry’s lifeline because they border on essential buys. Jewellers across India are pulling out all stops to ensure that they engage and innovate, not just in terms of designs, but also on how they target this lucrative segment.

Prerna Khurana, the director of Khurana Jewellery House, said that short and simple weddings had forced them to rethink their pitch. She said, “Even though the situation is grim, there is still a sense of excitement among brides and grooms. They want little things that are high on quality. Our purpose is to help them create an unforgettable experience. We want to tell them that even though the times are hard, they still have something to look forward to.”

The pre-wedding shoot is a concept that no other jewellery house has thought of yet. The company took into account the difficulty that couples will face if they want a shoot. “Not everyone is doing it now because it is difficult to get a location, a photographer or a make-up artist of choice, given the current curbs,” she said.

Khurana Jewellery House is collaborating with a well-established photographer and a make-up artist. They will provide their jewellery, Khurana Gardens as the location and curate the shoot for the winning couple.

The two-week contest, launched in August, has two parts. In the first, the bride and groom tribes (friends and relatives of the bride and groom) will have to tag the couple on Instagram. The participant with the most tags gets an assured gift from Khurana Jewellery House. In the second part, the bride and groom will have to fill out a form on Khurana Jewellery House’s Instagram page, subject to certain terms and conditions. The company will hold a lucky draw in October, and the winning couple will get their pre-wedding photo shoot sponsored by the jeweller.

Prerna said that the first three days brought in close to a hundred entries. What elated her were the submissions from NRI clients in the US and Canada. “We expect about 500 more responses.”

As published in The Retail Jeweller India magazine