With exclusive ‘Jewel Night’ event for brides, Punjabi Saraf Jewellers sees 25% conversion

The event featured a curated selection of diamond, polki and gold jewellery, all crafted to meet the discerning tastes of a select group of brides and high-end clients

Indore: Punjabi Saraf Jewellers hosted an exclusive event, ‘The Jewel Night by Punjabi Saraf’, offering an elegant preview of its latest collections. Held for a select group of brides and high-end clients, the event showcased an exquisite range of diamond, polki and gold jewellery. The collection was carefully curated post-Diwali, focusing on high-value pieces specifically for brides-to-be. The event provided an opportunity for guests to explore these designs in a sophisticated setting, with wine, cheese and a grazing table for added delight.

Ajay Anand, Director of Punjabi Saraf Jewellers, shared insights into the event’s success, explaining how it catered to the specific needs of brides. “We wanted to create a personalised experience for our clients,” said Anand. “After participating in the Bahrain Jewellery Show, we were excited to present our new pieces to brides who had been eagerly awaiting fresh designs. The response was fantastic, with many guests finding pieces that were perfect for their upcoming weddings.”

The event was by-invitation only, targeting clients who had already shown interest in purchasing bridal jewellery. “We reached out to those who had expressed interest or were planning weddings in the coming months,” Anand explained. “This targeted approach allowed us to engage directly with brides who were actively looking for new jewellery for their special day.”

The evening proved to be highly successful, with a conversion rate of approximately 25%, which Anand expects to increase to around 40-45% as deals continue to materialise. The collection, which included statement pieces such as tennis bracelets and antique gold jewellery, received a positive response from attendees. “It was interesting to see clients gravitate towards pieces we hadn’t anticipated would be so popular,” said Anand, noting that tennis bracelets, which were previously popular in Bahrain and Sharjah, were a big hit.

Punjabi Saraf is a retail jewellery business based in Indore, with over 75 years of history. Besides its flagship store at Race Course Road in Indore, it has one more retail outlet at Sarafa Bazar in the same city.

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