Consistency over two decades has turned the campaign into a benchmark, and this year, sales increased by nearly 30% compared to the previous year
Kanpur: Lala Purshottam Das Jewellers recently concluded the 23rd edition of its long-running Diamond Darbar campaign in Kanpur. First launched over two decades ago, the initiative was introduced at a time when customers in the city were hesitant about investing in diamonds due to concerns over resale value. The campaign was designed to address these perceptions and create trust by offering diamond jewellery with clear buyback assurances.
Reflecting on the origin of the initiative, Vivek Kumar Gupta, Director of Lala Purshottam Das Jewellers, said, “Twenty-three years ago, people in Kanpur were not confident about buying diamonds. They were concerned about value and resale. Through Diamond Darbar, we assured customers with a 100% buyback offer, which gradually built trust and created a long-term connection with the market.”
Over the years, Diamond Darbar has grown into a much-anticipated event in Kanpur’s jewellery calendar. The campaign is promoted across newspapers, FM radio, hoardings, multiplexes and digital platforms to ensure maximum visibility. It typically runs for five to six days, featuring solitaires and a wide selection of diamond jewellery across categories. Customers benefit from direct discounts as well as additional scratch-and-win offers, creating an engaging retail experience.
The campaign has also expanded its reach, attracting visitors from nearly 200 kilometres outside Kanpur. According to Gupta, this year’s edition recorded a sales increase of nearly 30% compared to the previous year, marking a strong recovery from the slowdown caused by lab-grown diamond trends. He explained, “This year, we saw a notable rise in sales and customer turnout. Many are once again recognizing the lasting value of natural diamonds. This has boosted consumer confidence and contributed to higher engagement.”
For the brand, Diamond Darbar plays a central role in long-term strategy. It not only drives immediate sales but also builds recall, reinforces credibility, and sustains customer relationships throughout the year. According to the jeweller, the growth this year was driven largely by a renewed trust in natural diamonds, as many customers are now consciously moving away from lab-grown alternatives. This shift reflects rising awareness about long-term value and authenticity, which worked in favour of the campaign. Consistency over two decades has turned the campaign into a benchmark, strengthening Lala Purshottam Das Jewellers’ identity as a trusted name in natural diamonds and ensuring the event continues to influence brand perception, customer loyalty and sustained growth in the Kanpur market.
A fourth-generation family-owned business founded in 1984, Lala Purshottam Das Jewellers currently operates two stores in Kanpur.
Written by Achal Chaubey
Retail Jeweller India Exclusive
