Har Din Diamond Ring: Raipur’s Punjab Jewellers launches innovative raffle to reward loyal customers

The raffle enticed customers to make purchases to earn coupons, with each coupon ensuring 21 chances to win a diamond ring through daily draws over the activity period

Raipur: Punjab Jewellers, a legacy jewellery business celebrating over 45 years of tradition, recently launched an innovative raffle draw aimed at rewarding their loyal customer base. According to it, customers could earn coupons through jewellery purchase, which went into the raffle draw mix. Each day, one winner was picked, and the prize was a diamond ring. The initiative was widely promoted by the jeweller as ‘Har Din Diamond Ring’ and it created a lot of buzz on social media, especially the daily announcement of winners on the brand’s Faceboook and Instagram pages.

In an effort to keep the process transparent, every winner was tagged, showcasing their winning coupons, but the jeweller took care to keep their personal details private. Customers who were unfamiliar with social media or did not follow Punjab Jewellers were assisted by the brand’s staff, who helped them set up accounts to track their participation.

The initiative, which began on October 21, invited customers to enter a raffle draw with coupons earned for every purchase of Rs 20,000 and above. For every Rs 20,000 spent, customers received one coupon, and this could go up to any amount, such as 5 coupons for spending Rs 1 lakh and so on. Notably, a customer’s coupon remained in the mix, eligible to be drawn on all 21 days of the raffle, ensuring 21 opportunities to win a diamond ring. Only, customers who had already won a ring could not win a second one with another coupon, though they could keep participating in future raffles.

According to Inderjit Singh Saluja, Director, Punjab Jewellers, the primary objective of the initiative was to reward long-time, loyal customers who have supported the brand across generations. “We have reached the fourth generation of customers, and we wanted to give back to those who have been with us for decades,” said Singh.

Singh emphasized that many customers have passed down the tradition of shopping at Punjab Jewellers, with families spanning multiple generations now returning to the store. “If you look at Instagram, many customers share their stories, saying they’ve been coming to us for 25, 30 or 40 years. Some even tell us their parents or grandparents were customers. It’s a proud moment for us.”

For the raffle, customers were not limited to jewellery purchase; even the retailer’s in-house membership scheme, which a customer can avail for a monthly deposit of 5,000, allowed them entry into the raffle. The membership scheme, now a standard across the retail jewellery industry, allows customers to pay monthly instalments of a certain amount for a fixed period of time. The set duration of time is usually 10-11 months, following which the brand adds an amount equivalent to one instalment in case the customer wants to cash out for buying a jewellery piece. “It’s simple. If you buy jewellery or even our membership, you get a chance to win a diamond ring,” Singh explained.

Singh highlighted that the initiative’s marketing strategy focuses on authenticity, using unedited, real-time videos to announce winners. “We made these videos in one take, showing the coupon and the winner’s name directly. There’s no editing, no manipulation—it’s genuine,” Singh said.

The programme has generated significant buzz, with many customers expressing their excitement on social media. The last two raffle draws were held on November 7, on the day of Chhat Puja.

“We are thrilled with the response,” said Singh. “Our goal is not just to reward our customers but to continue building trust and loyalty for future generations.”

Written by Amaan Kasu

Retail Jeweller India Exclusive