Integrating a cultural event into its outreach strategy, the brand drew over 300 women to its store through the activity, and saw foot traffic convert into customer acquisition. The overwhelming response compelled the jeweller to organize a second workshop
Nagpur: To draw attention to its showroom in Shankar Nagar, launched with much fanfare last year, Batukbhai Jewellers recently hosted a classical dance workshop that saw an unexpected surge in footfalls, and even led to customer acquisition.
Planned as a community engagement activity over the weekend, the event brought together women of all age groups, including mother-daughter and grandmother-granddaughter pairs. Organized in collaboration with a popular dance instructor, the workshop was hosted inside the store premises and was open to the public. “Most participants were either existing clients or followers of the instructor, with a social media reach of over 25,000,” commented Mohit Sheth, Director, Batukbhai Jewellers.
While not positioned as a sales event, the workshop helped introduce many first-time visitors to the store’s layout, product range and investment offerings. “The first workshop saw such an overwhelming response that we had to conduct it again the following weekend,” said Sheth. “We received multiple requests from customers who had missed out the first time. Each session was at full capacity with 150 participants.”
According to the brand, the event not only improved local visibility for the Shankar Nagar location but also led to immediate sales, including new sign-ups for its gold savings scheme on the day of the first event. “The workshop gave us a chance to showcase our space and collections in a setting that felt inclusive and festive,” Sheth noted. “Our teams engaged with visitors as they explored the store before and after the workshop.”
The event also proved to be beneficial for Éclat, Batukbhai Jewellers’ contemporary sub-brand, which caters to younger and design-conscious consumers. With the audience comprising a wide age range, the brand used the opportunity to present relevant jewellery options in keeping with evolving preferences.
The retailer plans to build on the momentum with similar activities in the months ahead. A Garba and Dandiya workshop are also being considered closer to Navratri, with the intent of continuing community-oriented engagements that align with cultural calendars.
For Batukbhai Jewellers, the cultural event offered more than footfalls; it allowed the brand to position its new store as a welcoming space for women, anchored in tradition but accessible in experience. As newer retail locations work to distinguish themselves, especially in urban micro-markets, the Shankar Nagar initiative offers a clear example of how culturally aligned outreach can lead to measurable business outcomes.
Notably, Batukbhai Jewellers celebrated the first anniversary of its store in Shankar Nagar with a month-long campaign that ended on May 1, 2025. It was designed to increase visibility, engage clients and showcase the store’s curated jewellery collections.
The 57-year-old jewellery brand runs two retail showrooms in Nagpur, with the Shankar Nagar outlet also housing the jeweller’s multi-designer apparel store Eclat.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
