By focusing on modern, aspirational messaging and social-first engagement, the nationwide festival is positioning jewellery as relevant, desirable and culturally meaningful for younger buyers, signalling a strategic shift in how the industry can engage future consumers
Mumbai: The Lucky Lakshmi Festival 2025, organized by the All India Gem & Jewellery Council (GJC), is moving beyond being a traditional jewellery shopping event. This year, the fifth edition of the festival deliberately targets younger consumers, particularly Gen Z, with the goal of making jewellery an expression of personal style and identity rather than just a financial asset.
To connect with younger audiences, the campaign has been designed to be digital-first and social media-friendly. Ads run in English, Hindi, and regional languages, and print materials include QR codes that link directly to festival films and offers, making it easy for tech-savvy buyers to engage immediately.
Avinash Gupta, Vice-Chairman of GJC, explained the strategy behind this approach, saying, “Our focus is on emotionally connecting with consumers in a language they understand and making jewellery desirable for them. We are using digital channels extensively, including geo-tagging and hyperlocal targeting, to reach the right audience effectively. By combining digital engagement with practical rewards, we make jewellery aspirational and accessible at the same time.”
The festival also communicates the value of jewellery as an investment, blending practicality with aspiration. Madan Kothari, Convenor of the Lucky Lakshmi festival, highlighted the on-ground impact of Lucky Lakshmi, saying, “The festival creates excitement directly in stores. Retailers participating in plans like the diamond scheme have multiple weekly draws, where customers see others winning gold coins, and feel encouraged to engage. This combination of digital and in-store interaction makes jewellery aspirational and culturally relevant for younger consumers.”
Meanwhile, leading jewellery retailers such as Suvankar Sen, MD & CEO, Senco Gold & Diamonds, vouch for the efficacy of Lucky Lakshmi.“We need to build confidence in jewellery, especially diamonds and gold, to make them desirable. Lucky Lakshmi provides a platform to do that effectively,” Sen said.
The Retail Jeweller India is officially partnering the GJC for the fifth edition of Lucky Lakshmi. Samit Bhatta, Co-founder and Associate Publisher of The Retail Jeweller, reflected on the festival’s purpose, saying, “Lucky Lakshmi is not just a shopping festival but an important industry initiative. This year, we want to inspire Gen Z to see jewellery as part of their dreams, style and identity. The campaign celebrates our core customers, mostly women, through creative, social-first content, showing jewellery as modern, attractive, and deeply connected to our culture.”
By combining social-first campaigns, QR-enabled content, and in-store experiential elements, GJC’s Lucky Lakshmi 2025 goes beyond sales. It positions jewellery as a lifestyle choice that is culturally resonant, aspirational, and relevant for Gen Z, signalling a strategic shift in how the industry can engage future consumers.
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