At its Ratlam store, Kataria Jewellers captivates HNI clients with the Mercedes Benz car show

The collaboration opens doors for more such co-branding opportunities to build the brand’s elite position

Kataria Jewellers has set a precedent in Ratlam by hosting an extravagant car show featuring Mercedes Benz A-class, C-class and E-class models at its store on June 16 and 17. With the recent launch of its new store, Kataria Jewellers is determined to attract high-net-worth individuals (HNIs) and establish itself as a premier destination for luxury experiences in the region.

Notably, this collaboration marks the first time a luxury car brand like Mercedes has chosen to collaborate with a business in Ratlam, making it a unique and exclusive affair. The event drew a significant number of HNI customers who were captivated by the luxury cars. Prospective clients were treated to test drives, a rare opportunity for Ratlam residents to date.

“We are incredibly fortunate to have successfully organised this collaboration with Mercedes in Ratlam,” says the owner of Kataria Jewellers, Harsh Kataria. “Our showroom offers the perfect setting to display a Mercedes. With our ample space and this tie-up, we expect to attract new HNIs to our store.”

FRUITS OF PARTNERSHIP

The idea of partnering with Mercedes stemmed from a long-standing client relationship. Kataria Jewellers had maintained close ties with the Mercedes marketing team, which led to this mutually beneficial collaboration. The store’s appealing ambience and the impeccable reputation of Mercedes combined seamlessly, elevating the brand positioning of Kataria Jewellers in the minds of HNIs. This alliance has created a strong foundation for future growth, with the anticipation of forging stronger connections with discerning HNIs.

During the two-day display, Kataria Jewellers did not focus on direct sales but aimed to enhance the customer experience. Regular business operations continued, and customers who came to purchase jewellery were pleasantly surprised by the grand display of Mercedes cars and the opportunity to take test drives. This endeavour has further solidified the brand’s image and fostered a sense of admiration among its clients.

PROSPECTS

The collaboration has already yielded significant benefits for Kataria Jewellers. Plans are underway for future displays on a larger scale, particularly during the upcoming festive season in August. This proactive approach ensures sustained growth and increased visibility among the target audience. While the initial social media promotions generated positive responses, the store envisions more extensive marketing campaigns in the future to reach an even wider audience.

“This collaboration with Mercedes has granted us a newfound position in the industry and the luxury market. We have always been a part of the luxury market, but this venture allows us to expand our target audience and elevate our brand positioning,” explains Kataria. “The association with Mercedes has allowed us to collaborate with other prestigious brands such as BMW, Audi and more. We can confidently approach these brands with our unique space, loyal customer base, and established brand reputation,” he adds.

EXPECTING GROWTH

Although it is too early to determine the exact percentage of HNIs that this collaboration will entice, Kataria Jewellers is optimistic about the opportunities it presents. As this partnership continues flourishing, the store anticipates significant growth and heightened appeal to HNIs seeking refined luxury experiences.

Written by Maithili Patange

Retail Jeweller India Exclusive