According to the jeweller, by July or August, customers start asking when the festival will begin. This is the 10th edition of the festival and it will run up to mid-December
Chandigarh: Sham Jewellers has launched the 10th edition of its annual ‘Biggest Jewellery Festival’, a large-scale customer engagement campaign that has become a key part of the brand’s festive calendar. What began as a Diwali initiative to offer customers more value while shopping has now grown into a tradition eagerly awaited by patrons each year. With the festival running till mid-December, it continues to draw heavy participation and strengthen customer loyalty.
Explaining how the initiative evolved, Arshdeep Khurana, CEO, Sham Jewellers, said, “We started this festival years ago with the simple idea of giving customers something extra during Diwali. Over time, it became something they looked forward to. By July or August, customers start asking when the festival will begin. It’s more than a campaign now; it’s part of our brand identity and something our customers have made their own.”
This year’s festival offers a wide range of rewards, including a Toyota Hyryder, five Toyota Taisors, 10 Suzuki Scooties, 10 iPhones, 10 iPads, 10 Mi TVs, and 10 HP laptops, among other prizes. Over the past nine editions of the festival, Sham Jewellers has given away approximately 40 cars and more than 200 electronic appliances through the draw. Customer engagement during the live draws has grown steadily, with hundreds gathering in-store and many joining online for the event.
The 10th edition of the festival also includes the launch of Sham Jewellers’ silver collection, with a new dedicated floor for silver jewellery. Customers now receive coupons starting from purchases of Rs 5,000 for silver and Rs 10,000 for gold and diamond jewellery. This has broadened participation, encouraging more customers to engage with the brand. Kapoor added, “We’ve seen a 50% year-on-year increase in coupon generation and sales. Each edition brings more excitement, and people now plan their shopping around this festival. It’s become a community celebration.”
The brand has maintained transparency throughout the process, with live draws and open communication building strong word-of-mouth trust among customers. Past winners’ testimonials have further strengthened confidence in the fairness of the festival.
Founded in 1990 in Chandigarh, Sham Jewellers operates a single six-storey, 50,000 sq. ft. superstore dedicated to gold, diamond, polki, bridal, and silver jewellery. The brand caters to wedding and festive shoppers in North India.
Written by Achal Chaubey
Retail Jeweller India Exclusive
