#GetShaadiReady: RCP Jewellers campaign highlights relevance of State-specific traditional bridal jewellery

The brand has created social media posts showcasing bridal jewellery from different regions and has also incorporated influencer marketing to reach out to new-age brides

Kolkata: Weddings are all about grandeur and beauty, but they also preserve traditions and cultures. While brides buy their choice and style of jewellery before the big day, there are some quintessential pieces such as the traditional kangans, haath phools, jhumkos that render a timeless elegance to every bride. Ramesh Chandra Parekh Jewellers of Kolkata, having been in the business since 1957, understands that these jewellery pieces are cultural souvenirs of their own accord, which is why they are mandatory for every bride’s adornment.

Khushi Parekh, Head of Operations, Ramesh Chandra Parekh Jewellers, says, “Every State in India has at least one particular piece of jewellery that comes from their own culture. Maharashtra owns the intricately designed nath for weddings, while brides from West Bengal don the shankha pola. Similarly, ornaments like rings and mangalsutras are synonymous with the bond between married couples in many States.”

With the #GetShaadiReady campaign, the brand has created posts on State-specific jewellery to showcase the relevance of traditional bridal jewellery. It has also incorporated influencer marketing in the media mix to reach out to new-age brides-to-be. The jeweller is equally focused on marketing fine jewellery for grooms, thereby promoting their recently introduced men’s jewellery range.

While there are modern brides opting for contemporary designs, many others also set their hearts on antique jewellery. Parekh shares that the brand faced some challenges in marketing gold jewellery to many young customers who find imitation jewellery more versatile and feasible than heavy gold. “To attract such customers, the brand started crafting lightweight gold jewellery which could easily connect with the young generation,” she says.

Another way of connecting with young customers that has worked for the brand is influencer marketing. “Since the young crowd prefers watching reels and gets most of their information from there, our influencer marketing has helped the brand attract and increase the customer base in the age group of 20-35 years. The brand also customizes their bridal and other fine jewellery according to their preferences,” Parekh concludes.

Written by Aparna Bhowmick

Retail Jeweller India Exclusive