The initiative has so far welcomed close to 100 children aged between 4 and 15, along with their parents, to the brand’s stores, giving the jeweller a captive audience
Mangaluru: Sulthan Diamonds & Gold has been organizing a series of drawing competitions for children across its stores, continuing a tradition that has been part of its community outreach for more than 15 years. The in-store event has so far welcomed close to 100 children aged between 4 and 15, along with their parents, to the brand’s stores.
Participants are divided into two age categories: under 10 and between 11 to 15 years. Each group receives different themes to draw, such as ‘Family’, ‘Nature’, ‘My Favourite Cartoon’, ‘Save the Earth’, ‘Future City’, and ‘India of My Dreams’. While the themes are not connected to jewellery, keeping the focus on creativity and open expression, the subtle business objective is engagement with the parents who accompany these children to the stores during the event.
Therefore, the activity has been designed not only to encourage artistic expression among children but also to support the brand’s broader marketing approach. Parents bringing their children to the showrooms increase footfalls and allow Sulthan Diamonds & Gold to introduce its collections to this captive audience in an organic setting.
The activity is currently being conducted every Saturday and Sunday as part of a two-month engagement programme, primarily at newly opened showrooms. It began three weeks ago and has seen steady participation. Registration is opened weekly, and each session accommodates 10 to 20 children per store. Most recently, the event is being held at three of the jeweller’s stores: M5 Ecity Mall in Bengaluru, and the showrooms in Mysore and Hubballi. The activity is mainly being promoted through Instagram, and most of the participants so far have been first-time visitors.
“We designed the activity to give families a reason to visit the showroom in a non-commercial setting, where children could participate freely and parents could explore our jewellery at their own pace,” said TM Abdul Rahim, Director, Sulthan Diamonds & Gold.
While the children participate in the competition, many parents spend time exploring the showroom display. The jeweller has seen immediate results, with some of the attending parents making purchases on the very same day. “Around 10% of the families who attend have made purchases during their visit, and many others have expressed interest in returning in the future,” said Rahim Sulthan. Though exact sales figures were not disclosed, the format has supported customer engagement and allowed the brand to reach new audiences through informal interaction.
“Our aim is to stay connected with the community and create opportunities for families to engage with us beyond jewellery,” added Abdul Rahim.
With 14 jewellery stores and 3 watch outlets, the brand continues to implement in-store initiatives that combine retail objectives with public participation. Originating in Kasaragod, Kerala, Sulthan Diamonds & Gold has a retail presence in Mangaluru, Bengaluru, Kanhangad, Kasaragod, Davangere and Shivamogga.
Written by Achal Chaubey
Retail Jeweller India Exclusive
