As an event partner, the brand could directly connect with the women in a more personal, approachable manner, beyond the formal setting of a showroom. It also got an opportunity to listen to potential jewellery-buyers and better understand their preferences
Kolkata: Ramesh Chandra Parekh Jewellers, a leading name in East India’s jewellery market, took a fresh approach to customer engagement recently by partnering with the Taaza TV Ladies Summer Camp, a community event that offered the brand a direct and personal way to connect with participants.
The association wasn’t guided by the usual sales-driven marketing approach. Instead, the jeweller saw the event as a chance to engage with the women participants in a relaxed, non-commercial environment. With a festive and positive atmosphere, the summer camp gave the brand a platform to introduce itself in a more personal, approachable manner, beyond the formal setting of a showroom.
As an event partner, the jeweller contributed in several ways, providing special hampers and exclusive offer vouchers for winners of various on-ground activities, adding to the excitement of participants. Beyond these give-aways, the brand’s team was present at the venue to interact with attendees, answer queries, and offer insights about their jewellery collections.
The response from participants reflected the value of this hands-on approach. Attendees showed interest in the brand, with many expressing curiosity about its designs and offers.
The brand could leave a favourable impression among women attending the event. The association wasn’t just about brand visibility; it gave the jeweller a real opportunity to listen to potential customers and better understand their preferences.
According to a spokesperson for Ramesh Chandra Parekh Jewellers, the engagement continued beyond the event itself. The jeweller observed a noticeable increase in store visits following the summer camp, with some attendees coming in either to redeem the offer vouchers or to explore the jewellery collections firsthand. The initiative also reinforced the brand’s position as one that values relationships, especially among women, who often play a key role in family jewellery purchases.
By stepping beyond traditional marketing and becoming part of a community-driven initiative, the jeweller demonstrated that genuine customer relationships are built when brands are present in moments that matter to people.
Ramesh Chandra Parekh founded the eponymous jewellery business in 1957. Today, Ramesh Chandra Parekh Jewellers operates two showrooms in Kolkata — one on Brabourne Road and the other on Camac Street.
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