The initiative challenged the notion that the brand caters only to high-value buyers, and aimed to reach out to a wider audience
Ludhiana: Khurana Jewellery House introduced ‘The Ten and Timeless’ event across its Amritsar and Ludhiana stores, presenting a curated collection of jewellery priced under Rs 10 lakh. The event was designed to make the brand more accessible, expand its customer base and counter the perception that it caters only to higher-value buyers.
A curated photoshoot featuring prominent women from Ludhiana became a key highlight of the initiative, drawing attention within the community and amplifying visibility through social media. The event also included an experience centre that showcased pieces nominated for the Retail Jeweller India Awards alongside distinctive new designs, creating a strong recall for visitors.
Soumya Khurana, Executive Director, Khurana Jewellery House, said, “The ‘Ten and Timeless’ collection was conceptualized to break the notion that Khurana Jewellery House only offers very high-value jewellery. We wanted to show customers that they can acquire carefully designed and distinctive pieces within the Rs 10 lakh price point, from gold chokers and earrings to statement cuffs.”
Customers also engaged with a calligraphist at the brand’s stores, personalizing jewellery kits, adding a customized touch to the shopping experience. Khurana added, “The primary objectives were brand positioning, new client acquisition, and driving footfalls at the beginning of the season. Jewellery buying is often a long-term process, and the event created awareness that translates into both immediate and future sales.”
Another highlight was the introduction of yellow and pink diamonds, expanding the brand’s design narrative and market relevance. With strong participation, increased enquiries and a positive response to the new format, ‘The Ten and Timeless’ eventis on its way to becoming an annual property.
Khurana Jewellery House operates one retail store in Ludhiana and two in Amritsar. It seeks partnerships to strengthen its cultural relevance and serve business objectives, particularly in reaching more diverse audiences.
Written by Achal Chaubey
Retail Jeweller India Exclusive
