Facets Jewellery India transforms Kota apartments into pop-up retail destinations 

Through an innovative month-long campaign, Facets Jewellery India brought curated jewellery exhibitions directly to residential communities in Kota, combining shopping with interactive entertainment 

Kota: Facets Jewellery India has reimagined the traditional retail experience through an innovative community-focused initiative that brought jewellery shopping directly to customers’ doorsteps in Kota, Rajasthan. The brand transformed residential apartments into vibrant pop-up retail destinations, featuring carefully curated collections ranging from silver-plated pieces to diamond jewellery.

The month-long exhibition series strategically targeted five of Kota’s most prominent residential societies, creating an immersive shopping experience enhanced by entertainment elements. Mahiman Rathi, Partner, Facets Jewellery India, explains, “Our vision was to create an inviting environment where residents could discover our collections without leaving their community. We recognised that many clients found visiting our store inconvenient, so we decided to bring the store experience directly to them.” 

The exhibitions struck a careful balance between retail and entertainment, featuring popular activities such as Tambola, which proved particularly successful among women residents. This integrated approach transformed what could have been simple shopping events into community gatherings, fostering social connections while driving sales. 

The initiative’s success is reflected in concrete metrics, with the brand reporting a 20 to 25 per cent increase in showroom footfall compared to previous years. Rathi reveals, “We welcomed approximately 20 to 28 new customers through this campaign alone. Many residents who were previously unfamiliar with our brand have now become valued customers.” 

To enhance engagement, the brand introduced a compelling lucky draw competition with prizes worth Rs. 51,000. Rathi says, “We collected between 300 and 350 entries for the lucky draw.” 

The strategic focus on Kota’s premium residential societies proved particularly effective. Rathi explains, “Given Kota’s concentrated residential landscape, we chose to focus our efforts on the five most prominent housing societies to maximise impact.” This targeted approach not only strengthened community relationships but also significantly enhanced brand visibility in key markets. 

The exhibition series represents a broader shift in the brand’s retail strategy, prioritising community integration and experiential marketing. Rathi emphasises, “While sales are important, our primary objective was to build lasting relationships and create memorable brand experiences. By integrating ourselves into the community fabric, we are establishing Facets Jewellery India as more than just a retailer—we are becoming a trusted local brand.” 

As the campaign drew to an end recently, indicators suggest this innovative approach to retail engagement could serve as a model for jewellers in other markets, particularly those seeking to strengthen their community presence while driving sales growth. 

Written by Achal Chaubey 

Retail Jeweller India Exclusive