The jeweller focused entirely on customer engagement, putting every item in the store on sale, including new jewellery pieces
Bengaluru: Gold jewellery retailer Nikhaar Jewels celebrated its 20th anniversary by holding a four-day event from February 13-16, with the sole agenda of deep customer engagement. The event, held at the brand’s flagship showroom in Bengaluru, included exclusive deals for loyal customers and was designed to “give back to customers” who have been part of the brand’s journey over the years.
The anniversary celebration was all about strengthening customer relationships. “Our anniversary is a time when we express gratitude to our clients. Those four days were an opportunity for them to make the most of our genuine offers, which we cannot run throughout the year,” said Urish Chhajed, Director of Nikhaar Jewels.
Every item in the store was put on sale, ensuring that customers had access to the brand’s extensive collections, including newly introduced jewellery pieces. “Our offers were unique and highly anticipated, with many customers eagerly awaiting the event months in advance,” Chhajed remarked.
The event was inaugurated by popular Kannada actor Sharanya Shetty, who has collaborated with the brand in the past and was invited as a special guest for the occasion.
Despite the event’s scale, the brand refrained from organizing contests or other promotional activities, as the showroom was bustling with customers throughout the day. “It was so busy that we barely had time to pause. We were on our feet for 12 hours, ensuring every customer had a great shopping experience,” said Chhajed.
Nikhaar Jewels employed a 360-degree marketing strategy to promote the event. Campaigns ran across their social media handles, newspapers, television, radio and WhatsApp, in addition to direct calls to customers. Influencers and community pages also played a significant role in spreading the word.
The marketing push began in mid-January, gradually building anticipation for the event in February. As a result, when the showroom opened its doors, eager customers were already waiting to take advantage of the exclusive offers.
While the brand did not disclose specific sales figures, it expressed satisfaction with the response. “We were very happy with the turnout, but more importantly, our customers were thrilled with the celebrations and offers,” Chhajed said, adding that the annual anniversary sale has become a highly anticipated event among customers.
The brand operates from its flagship store on Richmond Road in Bengaluru.
Written by Megha Misra
Retail Jeweller India Exclusive
