MK Jewels’ Pink Tag Offer sparks 20 per cent sales growth across stores

The creative campaign has driven increased customer engagement, footfall and sales, setting a benchmark for innovative retail promotions

Mumbai: MK Jewels has taken an innovative approach to customer engagement with the launch of its Pink Tag Offer, a campaign designed to elevate interest in its products beyond conventional promotions. Introduced shortly after the brand’s silver jubilee celebrations in August 2024, the initiative has already proven successful, reportedly boosting sales by nearly 20 per cent across the brand’s five outlets.

Ram Raimalani, Founder and Creative Director of MK Jewels, highlighted the unique appeal of the campaign: “Typically, we offer discounts of 25 per cent or 30 per cent on making charges, and occasionally, 100 per cent off on special days. However, with the Pink Tag Offer, the surprise element is key—customers only discover the specific discount when they are ready to make a purchase.”

The carefully curated selection of products for the promotion included items with higher perceived making charges, encouraging customers to explore a wider variety of jewellery. Raimalani noted the appeal among bridal shoppers: “A lot of bridal customers shopping for wedding jewellery took advantage of the promotion. With modern bridal clients wanting distinct looks for each ceremony, the offer allowed them to add extra pieces to their trousseau without overspending.”

The campaign not only aimed to increase sales but also sought to strengthen customer relationships by creating an engaging and interactive shopping experience. This was achieved both online, through social media promotions, and offline, within the stores. “This promotion helped us connect with serious buyers who came with the intent to purchase. The thrill of discovering an unexpected discount added an element of excitement to their shopping experience,” Raimalani added.

The campaign’s distinguishing feature was its distinctive pink tags, strategically positioned throughout the stores—from ceiling displays to product showcases. This deliberate placement was designed to maximise visibility, generate spontaneous customer inquiries, and create an atmosphere of excitement and discovery. The result was remarkable. Customers were not just passive recipients of discounts but active participants in an engaging retail experience.

Unlike time-limited promotions, MK Jewels plans to maintain the Pink Tag Offer indefinitely, capitalising on its success and the continuous customer intrigue it generates.

Written by Aparna Bhowmick

Retail Jeweller India Exclusive