The brand saw a 10% rise in diamond jewellery sales since the start of Navratri, with people walking in to ask specifically about the 9kt line
Kolhapur: Mahendra Jewellers recently introduced a jewellery line crafted in 9kt hallmarked gold, and built intrigue around its launch with a teaser campaign involving the number ‘9’. The move comes soon after the Government of India approved hallmarking for 9kt gold, unlocking new opportunities for jewellers and customers.
Ahead of official launch of the new line, the brand’s marketing campaign hinted at something new linked to the number ‘9’, which is very popular in Kolhapur’s culture and faith. “The number 9 has always been special here,” says Mehul Oswal, Director, Mahendra Jewellers. “Navratri has nine days, we worship Navadurga, and even Kolhapur’s vehicle registration starts with MH09. People here actually bid for registration numbers with multiple nines because they’re considered lucky. We tied all of that into our story of 9kt jewellery.”
“Clients started messaging us saying, ‘Are there nine new designs?’ or ‘Is this about Navratri?’ That curiosity worked in our favour,” recalls Oswal. “We did a soft launch during Navratri with just three pieces to mark the nine days, and now we’re unveiling the complete collection in time for Diwali.”
Even before the full-scale launch, the campaign generated strong in-store traction. “We’ve already seen about a 10% rise in diamond jewellery sales from Navratri to now,” Oswal notes. “People are walking in asking specifically about 9kt diamond jewellery. What’s even more encouraging is that many of these are immediate conversions.”
Government approval for 9kt gold hallmarking gave Mahendra Jewellers the confidence to launch this collection, says Oswal. “Earlier, 9kt gold was limited to small pieces under two grams without HUID. Now, we can offer hallmarked jewellery in 9kt across all categories, from everyday diamond sets to bridal jewellery.”
For Oswal, the timing of the policy announcement couldn’t have been better. With gold prices rising from around Rs 96,000 to over Rs 1,22,000 per 10 grams, buyers were naturally rethinking their jewellery choices. “Price is a major factor today,” Oswal states, adding, “Compared to 18kt jewellery, the rate gets reduced to half in 9kt jewellery. The beauty of diamond jewellery is that its appeal lies in the design, not the karat weight of the gold.”
Mahendra Jewellers is also using short, educational videos to reach potential buyers, explaining diamond cuts, colour, clarity, and what sets their natural diamond range apart. “We want customers to understand what they’re buying,” Oswal says. “When people realize the value they’re getting, the trust naturally builds.”
Mahendra Jewellers, a prominent name in the industry since 1907, operates two stores in Kolhapur.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
