Mehta Emporium Jewellers deciphers the ‘types of customers’ in playful social media campaign

The campaign highlights how each customer, from the loyal patron to the curious window-shopper, adds unique charm to the brand’s journey with meaningful interactions

Mumbai: Mehta Emporium Jewellers is shining a spotlight on the diverse and vibrant set of customers who walk in through its doors, with a light-hearted social media campaign that showcases the different “types of customers” the store encounters daily.

The campaign offers a playful yet heartfelt look at how each customer adds his or her own unique charm to the jeweller’s journey. From loyal patrons to curious window-shoppers, the campaign celebrates interactions with every customer who shapes the brand’s story.

According to the brand’s post, the “loyalists” are the customers who have been with Mehta Emporium Jewellers through thick and thin, trusting the jeweller with their most precious memories. Their unwavering bond is built on years of trust and affection. Then there are the “window-shoppers”, who often stop by just to browse and admire. While they may not always make a purchase, their curiosity is always appreciated, and the team hopes to win their hearts one day. The “over-educated critics” are armed with extensive research and a wealth of knowledge, coming prepared to test the expertise of the jeweller. Mehta Emporium Jewellers embraces the challenge, always ready for a detailed discussion. The “choosy enthusiasts” fall in love with nearly every piece, but struggle to make a final decision. Their discerning taste and quest for perfection inspires the store to continue innovating and creating new designs. Finally, the brand mentions the “confused dilemmas” who admire everything but often leave without making a purchase. The team is always ready to help guide them on their journey until they find “the one”.

Prior to this post, the jeweller had deciphered brides on similar lines, with a quirky take on the types of brides visiting their store. Such social media initiatives give retailers the opportunity to engage with a wide audience, regardless of the fact whether they are actively looking to buy jewellery or not. They provide retailers with avenues to form organic connections.

With this social media initiative, the jeweller has highlighted the deep connection with its customers, showcasing the beauty of every interaction and the role they play in the store’s continued success. “Every customer brings their own sparkle to our world,” Mehta Emporium Jewellers says in the Instagram post. “No matter who you are, we cherish every experience and look forward to welcoming you back.”

Mehta Emporium Jewellers is a jewellery retail house with a 100-year-old legacy, with beginnings as a manufacturer. It has two retail stores at Zaveri Bazaar and Malad in Mumbai.

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