Abharan Jewellers’ exclusive ‘Ladies’ Day Out’ cracks BTL marketing with post-event sales 

This event provided an enjoyable experience for the 50 participants present, featuring interactive games testing their knowledge of jewellery, a showroom tour and jewellery try-outs 

Mannagudda: In its first attempt to host an exclusive gathering of its loyal customers, Abharan Jewellery successfully created a warm and inviting atmosphere that extended beyond the typical customer experience. With the theme as ‘Ladies’ Day Out with Abharan’, the brand also invited the members from a group named Upasana to the brand’s Mannaguda showroom on July 25, 2024. 

This event provided an enjoyable experience for the 50 participants present, featuring a variety of engaging activities designed to entertain the attendees, from interactive games that tested their knowledge of jewellery, a tour of the showroom to jewellery try-outs, followed by a high tea at a restaurant. 

The brand also gave out 10-gram silver gold coins to winners of the games and gift vouchers of Rs 500 to all the participants. The women were also encouraged to try on the jewellery of their choice and click pictures, which they later shared on their WhatsApp status with the hashtag #weloveabharan. This move also served as a form of active promotion by a reliable source – the brand’s customer base. 

“This event was not just about promoting the brand’s products; it was about celebrating the customers who contribute to its success. Since this was our first event and it was a success, we eagerly anticipate hosting more engaging events in the future to further strengthen our bond with our valued customers,” said Satvik Kamath, Head of Operations, Abharan Jewellery. 

The clients in attendance had the time and chance to see and wear the jewellery during the try-outs. Later, the brand engaged in meaningful conversations and gathered valuable feedback. 

The get-together served as a strategic below-the-line (BTL) marketing activity, allowing customers to explore the products at the Udupi-based jewellery brand’s showroom in a personal and interactive setting. This approach provided a more engaging experience compared to traditional advertising methods. 

The brand reported that this approach was effective, as it resulted in some participants making purchases after the event. This outcome demonstrated the value of creating a more intimate and informative experience for customers. “The participants gave us feedback about our jewellery collections and posted positive reviews on Google. At the same time, we also welcomed their suggestions for reduced making charges, the addition of interesting jewellery schemes and renew our lucky draw contest, all of which we made a note of,” explained Kamath. 

He further added that the occasion was being promoted among the brand’s networks and that the ongoing event is expected to see participation from more women. “The event will help Abharan Jewellery build a connection between the customers and store custodians (managers), going beyond only transactional interactions. This will encourage customer loyalty in the long term,” added Kamath. 

Through the games and the showroom tour, the brand promoted the brand and its products among fine jewellery enthusiasts, while ensuring that the tone of the occasion was light-hearted. 

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive