Keshavji Chhaganlal Jewellers revamps lucky draw scheme to boost premium jewellery sales

The brand’s reimagined Elite Diamond Club initiative combines exclusive rewards with intimate social gatherings to promote diamond and polki collections

Jamshedpur: Keshavji Chhaganlal Jewellers concluded its latest Elite Diamond Club Lucky Draw in December 2024, marking a strategic evolution in customer engagement for premium jewellery segments. The initiative, transformed from its pre-COVID avatar ‘K20’, now specifically targets diamond and polki jewellery enthusiasts through an innovative reward system. 

“Unlike traditional monthly deposit schemes, our lucky draw operates on a six-month cycle with an exclusive focus on diamond and polki jewellery,” explains Siddharth Adeshra, Director of Keshavji Chhaganlal Jewellers. He adds, “Participants make fixed monthly contributions before joining a celebratory event. We designed this program to encourage exploration of these categories, which traditionally see less traction than gold in our region.” 

Building on the success of their Kanchan Varsha scheme for gold jewellery, the brand has crafted this initiative specifically for premium jewellery segments. Each batch is limited to 30 participants, primarily women interested in diamond and polki pieces. 

The scheme culminates in a social gathering held at venues outside the showroom, creating a relaxed atmosphere. Five lucky participants win substantial discounts ranging from Rs. 25,000 to Rs. 10,000, while others receive a Rs. 5,000 bonus. “We encourage participants to bring friends and family, promoting organic growth of the initiative,” Adeshra adds. 

The social component has proven crucial in fostering customer relationships, with events featuring games and music to enhance the experience. Marketing efforts concentrate on walk-in customers and social media platforms, emphasizing the scheme’s attractive returns. 

The initiative has shown promising results, with some groups filling within weeks of formation. “Customer response has been highly positive, appreciating both the benefits and unique event format,” notes Adeshra. Two new groups were quickly formed following the most recent draw, demonstrating the scheme’s growing appeal. 

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive