According to the brand, it was one of the most successful events held this year, resulting in big-ticket sales
Gorakhpur: Aisshpra Gems and Jewels recently organized a cooking class at its Park Road showroom in Gorakhpur, as part of its customer engagement strategy. The event aimed to bring back dormant customers and increase footfalls during a period when the jewellery market was facing challenges. Around 45 select customers were invited to participate, based on their purchase patterns and past ticket size.
The event began with customers setting up kitchen stations with equipment, ingredients and cold-pressed juices. Five chefs, including an executive chef, led the session for an hour. Attendees interacted with the chefs, learnt recipes, and received take-home materials. “We invited customers who had previously made large purchases but had been inactive,” said Saumitra Saraf, Director, Aisshpra Gems and Jewels. “This was a way to engage with them and offer something different.”
Once the event concluded, customers were invited to view the brand’s new jewellery collection at a dedicated counter. Store managers interacted with guests and introduced the collection. “After the session, customers stayed on and explored our new offerings,” Saraf added. “Some of them made purchases, which made the event meaningful.”
The initiative led to a 7-10% conversion rate, coming from customers purchasing large ticket items. “Though the focus was on cooking, it also gave us the opportunity to connect and generate sales,” said Saraf.
Aisshpra Gems and Jewels conducts over 100 events annually per store and regularly explores unique ways to engage customers. This event, according to Saraf, was one of the most successful during the year. “We always look for innovative campaigns, and this one stood out. It not only drew customers back, but also allowed us to build relationships that go beyond regular jewellery transactions.”
The cooking class underlines the brand’s approach to customer engagement, blending interactive events with retail opportunities to build relationships and drive sales.
Aisshpra Gems and Jewels, established in 1940, currently operates 12 stores across Uttar Pradesh. It has ambitious plans to expand its footprint to 25 franchise locations by the end of 2025.
Written by Achal Chaubey
Retail Jeweller India Exclusive
