Sponsor NK Jewellers aims to convert interest generated during Galentine’s event into V-Day sales 

At the event, the brand worked on image-building and pitched to women participants the importance of gold as an investment 

Vadodara: Jewellery retailer NK Jewellers recently sponsored the annual Galentine’s event organized by ‘Sangini’ of the Jain Social Group in the city, bringing together about 250 prominent women members. The event aimed to build social connections while the jeweller used the opportunity to highlight the significance of gold investment in personal finance, and offered incentives for attendees to visit their showroom in the run-up to Valentine’s Day.  

Dhaval Soni, Partner, NK Jewellers, emphasized the dual objectives of the sponsorship. “Our main purpose was to connect with the attendees, and along with that, make attendees aware of the importance of gold investment in their lives,” he said, noting the enthusiastic reception from participants, with a lot of them showing interest about the brand and its offerings. 

The event featured a variety of engaging activities, including a Bingo game. Soni said the brand’s role included sponsoring the prizes for winners at the games, which gave it a platform to connect with potential clients. 

Understanding the diverse age group of the attendees, ranging from 25 to 40 years, the brand tailored its messaging to resonate with younger women who may lack awareness about the value of gold. Therefore, in addition to the festivities, the jeweller introduced attendees to their Suvarna Vruddhi Yojana, a savings plan designed to make gold purchases more accessible. “We have a plan, where one can invest for 11 months, and the last month is on us,” explained Soni.  

To further incentivize engagement, the brand offered special silver coins and discount cards redeemable at its stores to attendees. “We gave the attendees special offer cards through WhatsApp. Whenever they come to our store until Valentine’s Day, they will get discounts on gold and diamond jewellery,” Soni said.  

According to Soni, the strategy was a success as about 25 women visited NK Jewellers’ showroom within two days of the event. Though the main purpose was to make an entry as a brand, by incentivizing showroom visits, the company aimed to convert interest generated during the event into tangible sales. 

Galentine’s marked the jewellery brand’s first foray into large-scale event partnerships, having previously focused on smaller in-store activities. Soni acknowledged its positive outcome, promising avenues for future community engagement and brand-building. 

The Galentine’s event also provided the jeweller with an opportunity to challenge traditional narratives in society. By empowering women with financial education, NK Jewellers could position itself as a forward-thinking brand. 

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive