The jeweller designed the campaign to have experts help brides choose and style jewellery for various wedding ceremonies, and address the challenges they face. In the first five days, the event attracted more than 50 brides, with many making purchases
Pune: Neelkanth Jewellers has conceptualized ‘Bridal Affair’, a campaign running from August 7 to 17,2025 at its Pune store, aimed at bringing brides closer to the brand, along with a comprehensive bridal jewellery showcase. The 10-day event, designed to help brides choose and style jewellery for various wedding ceremonies, addresses the challenges many face in visualizing complete looks for each function.
On display at the brand’s store isa selection of gold, polki and diamond collections, curated for occasions from engagement to reception. To add value, the brand has invited leading bridal styling experts from Pune to conduct personal sessions for customers, offering guidance on pairing, layering and matching jewellery with bridal attire. Decor inspired by Indian weddings has been used to create a setting focused on individual attention by way of private trial appointments.
“Our vision is simple. We want to welcome brides from Pune and nearby areas into our store, listen to them, guide them, and give them an experience they would remember,” said Sahib Dayal Singh Bir, Director, Neelkanth Jewellers Private Limited.
In the first five days, the event attracted more than 50 brides, with appointment requests continuing throughout. Family members accompanying the brides also engaged with the collections, and many made purchases during their visits. The concept received encouragement from Pune’s bridal make-up artistes, who recommended the event to their clients.
“The response has been very encouraging. Brides and their families left the store with pieces they felt suited them, and that is a strong measure of success for us,” stated Bir.
The campaign’s promotion plan included personal invitations, social media content, print advertising and local hoardings. Messaging focused on offering solutions for the stress and uncertainty brides often feel when styling jewellery for multiple ceremonies, while building anticipation for a tailored consultation.
Said Bir, “Bridal Affair has reaffirmed our position as a trusted bridal jewellery destination in Pune. More importantly, it has strengthened our relationship with the bridal community and allowed us to share moments that matter to them.”
Through this initiative, Neelkanth Jewellers has expanded customer engagement, strengthened sales in the bridal segment, and deepened its community presence in Pune’s wedding market. Currently, the brand runs a single store in Pune.
Written by Achal Chaubey
Retail Jeweller India Exclusive
