The brand showcased its bridal, polki and diamond jewellery at a recent event featuring actor Neha Dhupia. With this year’s FICCI FLO theme being ‘weddings’, the collaboration is relevant for Punjabi Saraf’s prominent bridal jewellery portfolio
Indore: Punjabi Saraf, a leading name in Indore’s jewellery sector, has continued its partnership with the Federation of Indian Chambers of Commerce and Industry (FICCI) women’s wing FLO for the second consecutive year. The collaboration is aimed at building deeper connections with women leaders and entrepreneurs through curated events and initiatives.
With this year’s FICCI FLO theme being ‘weddings’, the collaboration aligns well with Punjabi Saraf’s focus on bridal jewellery. Through events that merge design, business and community participation, the brand aims to stay relevant to both legacy clients and a younger, professional demographic.
The most recent event featured actor Neha Dhupia and marked a leadership transition within the FICCI FLO Indore chapter. At the gathering, Punjabi Saraf showcased a selection of its finest bridal, polki and diamond jewellery. While no new collection was launched during this event, the brand had earlier created a special line, Jewels of Malwa, inspired by regional royal heritage, for a previous FLO fashion show.
The collaboration has opened new doors for Punjabi Saraf, especially in terms of brand recognition and audience engagement. Vishesh Anand, Creative Director of Punjabi Saraf, explained, “FICCI FLO gives us an opportunity to understand our consumers beyond traditional interactions. These events help us learn what modern women expect from jewellery today.”
In 2023, a FLO fashion show featured members of the organization as models, wearing jewellery by Punjabi Saraf and garments by fellow FLO designers. This internal ecosystem helped amplify the brand’s presence within the network, creating word-of-mouth value and building trust through community-led engagement.
While exact sales figures have not been attributed directly to this partnership, the collaboration has had a positive influence on customer interest and enquiry volumes, said the jeweller. “The women of FLO are well-travelled and well-informed. Their feedback and tastes influence how we think about our future collections,” stated Anand.
The partnership is set to continue with new events and potential collection launches planned in coordination with the newly appointed FLO leadership.
Punjabi Saraf has two retail stores in Indore, with the flagship store located on Race Course Road and the heritage store located in Sarafa Bazaar.
Retail Jeweller India News
