Without any promotional messaging, an organic purchase made by pageant winner Rinima Borah Agarwal at one of its stores generated high social media engagement and brand recall
Jammu: Mulkh Raj Ashok Kumar Jewellers recently hosted Mrs India Galaxy 2024 winner Rinima Borah Agarwal at one of its stores, marking a strategic visibility push designed to reinforce the brand’s positioning among new and existing customers. The retailer saw the short visit, part of Agarwal’s Elevate India Tour, turn into an effective combination of engagement and commerce when she purchased a diamond ring during her interaction at the showroom.
Rahul Suri, Director, Mulkh Raj Ashok Kumar Jewellers explained the intent behind the event, saying, “We wanted the moment to reflect who we are as a brand — welcoming, service-led, and confident in the quality of our jewellery. When Agarwal chose a diamond ring from our collection, it was a genuine validation that the visit resonated with her, not just as a personality, but as a customer.”
The store, spread across three floors dedicated to gold, silver, and diamond collections, serves as the brand’s statement on accessibility. Suri said Agarwal took her time exploring the offerings, asking questions and appreciating pieces that aligned with her style. “Every visitor should feel the experience of variety and curation when they step into our store,” he added. “That is what builds confidence.”
Agarwal, a fashion entrepreneur and advocate for women’s empowerment, has built a credible presence through both pageantry and her professional initiatives. Her visit sparked social-media engagement and positive attention for the brand, putting the spotlight on a business that connects heritage values with contemporary aspirations.
Suri emphasized that these interactions matter more than they appear on the surface. “Branding today is not just advertising — it is how people experience your name and talk about it afterward,” he said. “In cities like ours, purchase decisions are driven by familiarity and trust. When someone recognized at the national level walks in, explores the collection and makes a purchase, it quietly reinforces confidence for many others.”
While the initiative was not part of a large-scale marketing campaign, its impact lies in the authenticity of the exchange. The Elevate India Tour — the platform through which Agarwal’s engagement was organized — typically focuses on networking and curated brand experiences in other industries. According to Suri, that mindset aligned well with the retailer’s own approach to building long-term customer relationships. “We believe in doing things that feel organic to the brand,” he said. “There was no scripted glamour. It was simply a connection that felt natural and respectful of our identity.”
Social-media posts from the visit have continued to circulate, creating ongoing recall without heavy promotional messaging. For the brand, the photograph of Agarwal with her purchased ring — and her interaction with the team — communicates what Suri considers the store’s strongest advantage: “We rely on trust and experience. Activities like this only strengthen what already exists,” he said.
With four outlets serving diverse neighbourhoods in Jammu, Mulkh Raj Ashok Kumar Jewellers sees such engagements as part of its wider effort to stay visible and credible across customer groups.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
