JGP Jewellers’ Vivaah Utsav returns with focus on customer engagement and brand loyalty 

The brand’s annual wedding festival combines new bridal collection launch with personalised customer experiences across Maharashtra and Goa stores 

Mumbai: JGP Jewellers has concluded its signature Vivaah Utsav, an annual wedding season celebration that has been a cornerstone event across its Maharashtra and Goa stores for over a decade. This year’s festival featured the launch of the Shrungar collection, designed for brides and their families. 

The timing held special significance, following the launch of the brand’s Shrungarachi Paribhasha campaign, which aimed to redefine gold jewellery’s appeal for younger consumers. The campaign positioned gold jewellery not just as an investment or ornament but as an integral element of personal style and identity. 

“The festival extends beyond traditional promotions and discounts on making charges. We enhance the experience by offering weekend giveaways to walk-in customers, including potlis, hampers, bangles, and bindis—accessories that complement wedding attire,” says Sanika Pednekar, Partner & Creative Head at Jagannath Gangaram Pednekar Jewellers. 

While the festival does not incorporate games or quizzes, these thoughtful gestures help create a festive atmosphere and strengthen customer connections. According to the brand, the initiative’s primary goal is fostering lasting relationships and enhancing brand recall rather than focusing solely on immediate sales metrics. 

“Our aim is to create anticipation and memorable experiences. We want to be the brand that customers naturally think of when planning their jewellery purchases for the following year,” Pednekar explains. 

The Shrungar collection received comprehensive promotion across billboards, television, and digital platforms, though it was not the festival’s primary focus. The brand carefully curates its wedding jewellery offerings, retaining popular collections for future festivals while retiring less successful pieces from the rotation. 

The campaign’s evolution mirrors JGP Jewellers’ significant growth, expanding from eight to 20 stores over the past seven to eight years. “This expansion creates a sense of pride among our long-term customers who have witnessed our journey, while new customers are drawn to our established market presence,” adds Pednekar. 

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive