Jagannath Gangaram Pednekar Jewellers pampers customers with in-store activities for ‘Vivaah Utsav’

Whether a customer is shopping for bridal or non-bridal jewellery, every store of the brand arranges for bindi stalls, nail art, chuda rasam and mehndi services

Mumbai: With the wedding season on in full swing, bridal jewellery is on top of every jeweller’s priority list. Customers shopping for bridal jewellery are in a celebratory mood and it becomes the duty of every brand to reflect that sense of excitement. Jagannath Gangaram Pednekar (JGP) Jewellers has been doing precisely that, across its 20 showrooms in Maharashtra and Goa, for the last 15 years via ‘Vivaah Utsav’.

Established in 1965, the brand has developed a very strong channel of customer service across the local markets and nurtures it every year with this four-month-long in-store activity ‘Vivaah Utsav’ in which any customer walking in gets pampered as if they were enjoying different ceremonies of a wedding. “Starting from offering customers green bangles to wear as part of the ‘chuda rasam’, considered holy for weddings in Maharashtra, to elaborate nail art, mehndi and bindi stalls, we replicate the typical vibes of an Indian wedding,” says Sanika Pednekar, Partner and Creative Head, Jagannath Gangaram Pednekar Jewellers.

All of these services are offered free of charge from November to February, the wedding season. This gives the brand an opportunity to showcase various collections from lightweight gold to high-ticket polki, kundan, diamond and uncut diamond ranges. Over the years, the jeweller has earned considerable goodwill for this initiative and gets enquiries from customers much before the wedding season starts. This delights customers, young and old, and expands the brand’s market reach.

Previously, the brand used to rely only on advertisements across TV and print media. That practice continues because of the market it caters to, but social media has helped the brand inform customers instantly. “Earlier, we used to send leaflets to people’s addresses and it took 2-3 days for them to be informed, but not anymore. We have been hugely benefited by this repetitive annual activity that has sustained our ties with old and loyal customers while generating excitement amongst youngsters as well,” Pednekar concludes.

Written by Ashwin Bose

Retail Jeweller India Exclusive