Brands live up to Christmas spirit with colourful collections, ‘Secret Santa’ give-aways for customers

Zaveri Bros Diamonds and Gold Pvt Ltd launched a coloured gemstone jewellery collection in the lightweight and affordable segment, while Talla Jewellers’ give-aways increased popularity among new buyers

Coimbatore/Jammu: Christmas is no longer limited to office parties. The Indian jewellery industry took into account the cheerful spirit of Christmas to devise new ways to engage customers. In-store activities are increasing and brands from the North as well as South markets had programmes before and after Christmas to create opportunities for jewellery purchase and gifting.

Zaveri Bros Diamonds and Gold Pvt Ltd, based out of Coimbatore and Gurgaon, added a Christmas-special collection to its inventory. Rubies and emeralds provide a pop of colour in the collection, aimed to cater to diverse sets of customers in two distinct parts of India. Raghav Meghraj, Director, Zaveri Bros Diamonds and Gold Pvt Ltd, said the collection is the result of repeated enquiries from customers, particularly in North India.  

“Although Christmas is a very Western concept, North India has a strong Christmas fever as part of the festive season. Many schools and colleges remain closed for winter vacations and there are parties and exhibitions all around. A lot of clubs and bars host events at this time of the year. Customers keep asking for Christmas-special collections, and look for lightweight pieces that are easily wearable and giftable,” said Meghraj. 

This prompted the brand to create a lightweight jewellery range with uncut diamonds, rubies, and emeralds. Having focused on temple jewellery and uncut diamonds in the South, Zaveri Bros Diamonds and Gold is catering to the needs of the young audience by holding a display of the Christmas collection from the last week of December 2023 to the first week of January 2024. The collection consists of delicate rings, subtle earrings, minimalist pendants, statement bracelets, and layered necklaces, which go well with Western wear.

SECRET SANTA WITH A DIFFERENCE

Talla Jewellers of Jammu conducted a Christmas eve-special in-store activity named ‘Secret Santa’. Aman Talla, MD of Talla Jewellers, Jammu, explained the two parts of the campaign, which started before Christmas and ended on December 25.

“It was a three-day campaign from December 23 to 25, 2023. We had a bowl with slips of paper; each slip promised gifts and offers ranging from silver coins, gold coins, jhumkas and gift hampers, all priced between Rs 1,000 and Rs 4,000. If a customer pulled out a slip having the name of a particular gift, it was given to the next customer walking in, and the first customer got to be the Secret Santa. Even if a customer did not buy anything, they would still get a gift. During Christmas, we wanted people to walk in to get something from us and this activity was a big success,” Talla said. 

This pre-Christmas campaign culminated in an in-office party wherein the jeweller invited trusted customers of Talla Jewellers to indulge in games and enjoy assured gifts on December 24. The cyclical nature of Secret Santa generated a lot of curiosity and excitement among customers who wanted to buy jewellery in person so that they could participate. 

Elsewhere, Caratlane took the Christmas opportunity to promote their solitaire rings as part of their #KhulKeKaroExpress campaign. Banking on the riding Hallyu wave, Mia by Tanishq’s ‘Sarang Hearts’ collection garnered a lot of interest from the target audience. Speaking about the Christmassy vibe of other ranges by Mia, Shyamala Ramanan, Business Head, Mia by Tanishq said, “This Christmas, make merry memories and #KahoKuchSpecial with red garnet and crimson gemstones encrusted in modern stunning gold jewellery.”

Written by Ashwin Bose

Retail Jeweller India Exclusive