The approach was designed to connect directly with potential wedding customers by showing how the jewellery could enhance their bridal look
Indore: DC Jewellers has introduced its new wedding collection ‘Masterpieces by DC’ with a campaign that combined in-store activities and a unique outdoor activation.
Ahead of the launch, the brand used a vintage car as a moving display across the city, featuring three models styled as bride and groom and adorned in jewellery from the Masterpieces line. This initiative drew attention in crowded areas and created strong visibility on Instagram, where the campaign received notable engagement. Commenting on the approach, Mohit Soni, Business Head, DC Jewellers, said, “We wanted people to see the jewellery in motion, not just in showcases. The vintage car gave us a way to reach directly into public spaces and make the jewellery experience more interactive.”
The in-store launch was attended by around 200 guests, including high-net-worth individuals and wedding-focused families. The event featured a collaboration with beauty educator and consultant Unnati Singh, who conducted a session on bridal styling. In addition, DC Jewellers’ in-house jewellery consultant, Priyal Jain, provided guidance on jewellery care and on choosing designs for different wedding functions. The brand also introduced a consultancy programme offering wedding customers access to advice on jewellery, styling, and make-up, reinforcing its positioning as a one-stop platform for bridal needs.
Explaining the strategy further, Soni added, said, “By taking our jewellery into the city through the vintage car showcase, we connected directly with people and made the collection part of their everyday environment. It helped us start conversations with brides- to-be and their families.”
The campaign was backed by a 360-degree marketing plan, including hoardings, print, radio and digital outreach. Even outside the wedding season, the initiative generated enquiries for bridal jewellery and consultations.
Soni added, “The Masterpieces collection underlines that jewellery should be chosen for its uniqueness and design value, not only for pricing. The campaign has created recall that will help us in the upcoming wedding season.”
Founded in 1920 in Ratlam, where it runs its flagship store, DC Jewellers is now present in Indore as well with its recently launched second store.
Written by Achal Chaubey
Retail Jeweller India Exclusive
