The brand leveraged audio-visual content from the event for continued in-store promotion, marking a successful expansion strategy.
Navi Mumbai: Nikita Jewels, which operates two stores in Vashi, Navi Mumbai, has celebrated the inauguration of its third store—in Ulwe—with an exclusive fashion showcase. The 1,000-square-foot showroom came alive as the brand hosted an intimate fashion show for select clientele, presenting its latest collections in an elegant setting. This successful launch event has inspired the brand to plan similar gatherings every six to eight months.
Nikita Jewels extended the event’s impact by displaying video footage of the showcase on an in-store screen for several days afterwards, complementing its social media promotional strategy.
“We partnered with a local women’s rotary club of 30-40 members to organise the fashion show, enabling guests to participate while exploring our new Ulwe showroom and jewellery collections,” said Hitesh Jain, Store Manager, Nikita Jewels Pvt Ltd. This collaboration, he noted, successfully merged community engagement with brand promotion, setting a precedent for future events.
Jain emphasised the store’s prime location near the Atal Bihari Vajpayee Sewri-Nhava Sheva Atal Setu, the strategic bridge connecting Navi Mumbai and South Mumbai. This positioning has not only enhanced accessibility for Navi Mumbai residents but also attracted clientele from South Mumbai, significantly expanding the brand’s market reach.
The fashion show featured 15-20 participants, including existing clients who received personal invitations. “This marked our first major event since the store launch. We welcomed 70 of our loyal customers to the show, and their response was overwhelmingly positive,” added Jain.
Building on successful initiatives from its other locations, the brand designed the event to attract new customers. Previous events have featured various shows, interactive activities, and exclusive collection previews to enhance guest engagement.
The interactive format has proved particularly effective in driving sales, with many attendees making immediate or subsequent purchases. “Following the show, we have witnessed a 25 per cent increase in footfall and enquiries,” revealed Jain.
Encouraged by the event’s success, the brand has announced ambitious expansion plans. The Ulwe store is set to merge with an adjacent 6,000-square-foot retail space within two years, significantly increasing its footprint.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
