BK Saraf Jewellers honour women achievers through Devi campaign

Jewellery celebrates women, their outer and inner beauty. Bejewelled brides look nothing short of goddesses in India, and BK Saraf Jewellers’ Devi (The Goddess) campaign has carved its niche among its Lucknow clientele.

Conceptualised in 2021, the brand featured one luminary, Padma Shri recipient and folk singer Malini Awasthi who, on the auspicious occasion of Navratri, defined the nine shades of an Indian woman. The maiden event felicitated Awasthi and garnered positive response from the brand’s consumers. This led the brand to plan Devi 2.0 in 2022.

This Navratri, the brand hosted a gala felicitation ceremony on the lines of the UP-born folk legendary singer’s guidelines in 2021. Nine women from all walks of life such as entrepreneurship, healthcare, entertainment, human resource, and others were selected by the brand. The activity started with the brand approaching each of the awardees at the places of convenience, be it at home or office. Elaborate introductory videos of each awardee were created and circulated on social media where followers got to know about the hardships each one of them undertook to shine brighter than ever in life.

The ceremony witnessed great performances and was attended by BK Saraf’s existing and prospective customers as well. “In the entire activity, we never focused on our products. The spotlight was entirely on the women achievers. The response has been brilliant, which is why we have made Devi our intellectual property and plan to hold it every Navratra from now on,” said Amol Bansal, Director, BK Saraf Jewellers, Lucknow.

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