As a fourth-generation jeweller at Bengal Jewellery LLP, Sradhya Roy discusses how she has brought social media and modern marketing techniques to her family’s 100-year-old jewellery business. She aims to set an example within the industry, demonstrating the efficacy of blending contemporary marketing strategies with the time-tested success principles of a legacy brand
BOOSTING DIGITAL CONNECT
The jewellery industry is constantly evolving, and staying competitive requires more than simply selling jewellery to customers. As the Senior Public Relations and Marketing Manager at Bengal Jewellery, with an educational background in business management and professional experience in hospitality, it became clear to me that, in order to remain relevant in a dynamic market, we needed to strengthen our online presence.
Our longstanding association with the North American Bengal Conference, spanning 26 years, has helped make our brand a household name for heritage jewellery among NRI customers globally, who now account for nearly 35% per cent of our total customer base and is steadily growing (please do not remove this as Sradhya said she wants to point out the increase). As a result, establishing an active and engaging presence on social media platforms became a strategic priority.
In 2022, as we approached our centennial year in 2023, we aimed to deepen our connection with customers while celebrating our legacy. This vision culminated in the launch of our ‘Celebrating the Jewel in You’ campaign, a digital-first initiative designed to honour the individuality and personal stories of our customers.
GROWING COMMUNITY SUPPORT
Over the years, the support of the Bengali community has been integral to our success. We have aligned ourselves with significant cultural campaigns, further strengthening our bond with this community. Among these is our partnership with Souraja Tagore and Thakurbarir Sarodutsav—a grand annual Durga Puja celebration at the Tagore Palace, the ancestral home of Bengali polymath Rabindranath Tagore.
We have been part of this initiative for the past three years and this year, the event saw an impressive attendance of nearly 18,000 people from across the globe.
The centennial campaign, which featured over 115 customers, became a milestone for our brand. Most of the videos and reels from the campaign achieved an engagement of over 2,00,000 views. This initiative celebrated the brand’s journey while also setting the stage for the future of marketing outreach. The campaign’s inclusivity also made a significant impact, as it featured customers with differently-abled children as the faces of the video campaign.
THE IMPACT ON BUSINESS
Over the years, our jewellery restoration services have remained a key offering for clients across the globe. While social media has the advantage of rapid outreach, our experience has shown that print media continues to be a highly effective advertising medium. In fact, approximately 25 per cent of walk-ins in the last two years at our four stores across West Bengal can be directly attributed to the impact of our print advertisements in The Times of India, The Telegraph and ABP. Our most popular stint in print so far was our 100th anniversary campaign.
Between 2022, the year we started our anniversary campaign and the present year, we have achieved an annual sales increase of 25%, driven largely by the successful implementation of both online and offline marketing strategies. These initiatives have been pivotal in aggressively promoting the brand and enhancing its visibility in the market. Furthermore, when reviewing the overall growth percentage across all key performance indicators, we have seen a steady increase of 18-22 per cent during this timeframe.
As told to Aparna Bhowmick
