Chetmani Ornaments and Jewellers’ campaign targets strategic expansion across Varanasi and Purvanchal

The year-long initiative, which blends product showcases with interactive community-driven activities, serves as both a branding tool and market research initiative to identify promising locations for potential new stores

Varanasi: Chetmani Ornaments & Jewellers, a leading jeweller in the Varanasi market, is revolutionizing its marketing strategy with an innovative campaign aimed at expanding its presence across Varanasi and the Purvanchal region. The brand is conducting jewellery exhibitions in local housing societies, creating a direct engagement platform with customers and testing potential markets for future store openings.

The campaign, which blends product showcases with interactive community activities such as Tambola nights, singing competitions and kid-friendly games, serves as both a branding tool and a market research initiative. By hosting these exhibitions in residential areas, the brand aims to gauge foot traffic, understand local preferences and identify regions with high demand for their jewellery offerings, including lightweight gold, diamond and silver pieces. This approach is designed to pinpoint the most promising locations for future retail expansion.

The campaign has been a resounding success, attracting 75% footfalls from housing societies during exhibitions conducted over the weekends. The brand’s focus on smaller-scale, intimate settings allows customers to “touch and feel” the products, a crucial factor for consumers. Despite the rise of online shopping, many customers still prefer physical stores to experience the jewellery firsthand, and this campaign effectively taps into that demand.

“This initiative is an ongoing effort, and we’re already seeing positive results in both foot traffic and sales,” said Sumit Agarwal, Director, Chetmani Ornaments & Jewellers Pvt. Ltd. “We’re engaging existing customers and attracting new ones who have heard of us but never made a purchase. Our goal is to create lasting relationships with our customers and offer them a personalized shopping experience.”  

The exhibitions are designed to cater to diverse customer needs, offering affordable, lightweight jewellery options that appeal to home-makers and working women alike. By keeping inventory lightweight and accessible, the brand wants to encourage impulse purchases.

Additionally, Chetmani Ornaments and Jewellers has expanded its product offerings by collaborating with Kohira, a lab-grown diamond brand under VK Jewels. This strategic partnership, which began seven months ago, allows the brand to cater to a wider customer base and diversify its offerings.

Through this multi-faceted approach—combining product exhibitions, community engagement, and strategic market testing—the jewellery brand is positioning itself for sustainable growth, building a solid foundation for its upcoming expansion and future success across Purvanchal.

Currently, Chetmani Ornaments and Jewellers operates seven stores in Varanasi, with plans to open two more in the coming months. The long-term objective is to have over 50 stores across the Purvanchal region within the next three years. The ongoing exhibition campaign plays a key role in this growth strategy, as it helps the brand understand customer behaviour and refine its store expansion plans based on real-time data from exhibitions.

Written by Megha Misra

Retail Jeweller India Exclusive