The first couple of episodes, covering jewellery under Rs 1 lakh and under Rs 3 lakh, have increased enquiries, with future ones set to cover higher value ranges
Ahmedabad: KK Jewels has introduced a new customer-facing video series, Jewel Dangal, to present its full product range across multiple price segments and encourage direct engagement with the management at its seven showrooms in Ahmedabad. The series, released in weekly episodes every Friday, highlights how each category is handled by a different member of the jeweller’s family, and what jewellery options customers have across the brand’s locations.
The campaign responds to a consistent challenge faced by the company. Customers who visit KK Jewels for bridal or polki jewellery often do not know that the brand also offers diamond day-to-day wear, gold jewellery, silver gifting, and diamond bridal pieces. With stores located in different parts of the city, including the recently opened showroom in Ahmedabad’s Science City area, customer understanding varies by location. Jewel Dangal aims to address this by presenting each category through structured weekly episodes.
Kailash Kabra, Managing Director, KK Jewels, said, “Through Jewel Dangal, we want our customers to understand that we offer diversified products, from pieces starting at Rs 1 lakh to high-value designs. Each showroom has a family member involved in operations, and this initiative helps customers recognize all members of the KK Jewels family and connect with them directly.”
Episode 1 focused on gifting below Rs 1 lakh, with each of the seven showrooms presenting select pieces. The episode brought in enquiries across silver gifting and diamond day-wear jewellery. Episode 2 highlighted products below Rs 3 lakh and included staff training to help teams present categories clearly and maintain uniform communication across stores. The brand will release upcoming episodes on collections at Rs 5 lakh, Rs 10 lakh, Rs 15 lakh, Rs 20 lakh and Rs 25 five lakh.
Future episodes will continue to highlight the family-run structure of KK Jewels, with each category linked to a specific family member for customer engagement. The series seeks to support better recall for each product segment and help customers identify who to approach for specific needs.
“This is a way to engage customers and help every family member build their identity with clients,” Kabra said. “We want each customer to receive personal service and understand the full range we offer across all stores.” The ongoing series is positioned to strengthen customer interaction, streamline enquiries and build long-term visibility for the brand’s complete product portfolio.
Founded in 2006 by Kailash Kabra, KK Jewels (now Kabra Jewels Limited) has grown into a leading jewellery house in Ahmedabad with seven stores across the city.
Written by Achal Chaubey
Retail Jeweller India Exclusive
