#GoldSchoolLove: Gehna personalizes jewellery gifting with hand-written notes in the month of love 

The ‘old school’ touch aims to make gifts more meaningful for customers ranging from romantic partners to family members 

Chennai: Jewellery brand Gehna has launched its Valentine’s Day campaign called #GoldSchoolLove, celebrating the joy of old school communication. At a time when young consumers are given to digital shopping, the Chennai-based brand is bringing a personal touch to the e-commerce gifting experience by offering to add hand-written calligraphy notes to the receivers of the gifts. 

The campaign, which began on February 4 and runs until February 14, allows online shoppers to add a personalized message at the checkout stage. The message is then transformed into an elegant, hand-written note by a calligraphy artist before being shipped along with the jewellery. This offer is aimed at making gifts more meaningful and personal for customers ranging from romantic partners to family members. 

“Even in the digital era, there’s something timeless about a hand-written note,” said Vineeth Samdaria, Director of Marketing at Gehna. “We wanted to bring back that charm and nostalgia while still offering the convenience of online shopping. This campaign allows people to express their emotions in a heartfelt way.” 

Since its launch, the campaign has garnered attention from customers across India, with many using the service not only for Valentine’s Day but also to convey appreciation and gratitude in other meaningful ways. “Some of the most touching messages include a daughter expressing gratitude to her mother, calling her both a wonderful mom and her best friend,” Samdaria related. 

Calling hand-written notes “one of the most engaging features we’ve introduced”, Samdaria remarked, “Since launching the campaign on February 4, we have seen an impressive response, with nearly 40-45% of orders now including a gift message. This is a significant jump from our usual 10-15% of orders being gifts.” 

The brand has also introduced a new feature called ‘Hint’ on its website, allowing customers to subtly indicate their preferred jewellery pieces to loved ones. Through this feature, a customer can select a jewellery item, enter their name and the recipient’s details, and Gehna undertakes to send a personalized e-mail hinting at the desired gift.  

The jewellery company, which operates an offline retail store in Chennai and serves customers across the country through its online platform, has seen a steady rise in interest as Valentine’s Day approaches. “We anticipate a surge in last-minute gift orders around February 11-13,” Samdaria said. “It is a trend we see every year, where people make quick, thoughtful purchases in the final days before the celebration.” With Valentine’s Day just around the corner, the campaign is expected to drive further engagement for Gehna, making gift-giving a more sentimental experience for customers across the country. 

“We are thrilled by the response so far,” Samdaria commented. “Jewellery is more than just an accessory—it’s an expression of love and emotion. By adding a hand-written note, we’re helping our customers create memories that last.” 

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive