By placing itself in the store environment of other brands through vouchers, Svaraa seeks to build steady recall and direct potential buyers to its stores over time
Mumbai: Lab-grown diamond jewellery brand Svaraa Jewels has continued its outreach initiative centred on cross-brand partnerships, a model the brand first experimented with last year and has now resumed with a broader network of collaborators. The initiative aims to place Svaraa before customers of other premium brands by distributing Svaraa gift vouchers to shoppers at partner outlets.
The brand carried out the activity at locations such as outlets of Manyawar, Moma Kids, Branded Denim, Kalaniketan exquisite, Starbucks and other brands in Andheri. These outlets attract customers with a minimum spending pattern that aligns with Svaraa’s target audience. By placing itself in these environments through vouchers, Svaraa seeks to build steady recall and direct potential buyers to its stores over time.
“We get traction in the form of engagement rather than immediate sales. The goal is to create awareness and bring new customers into our ecosystem,” said Chahat Shah, Founder, Svaraa Jewels.
This year’s initiative differs from last year in scale. Previously, the brand partnered with a single outlet and issued gift cards of a higher value. The current model involves multiple partner brands with vouchers valued at Rs 6,000. According to the company, the activity restarted around Diwali and has been running for about 45 days. “These activities help us stay connected with customers and give them reasons to visit the store,” Shah stated.
Through continuous outreach and steady partner collaborations, Svaraa Jewels is building visibility across consumer touchpoints beyond its showrooms. The brand considers this model important for long-term customer acquisition, as it introduces new audiences to Svaraa in settings where they already shop.
Svaraa Jewels has retail stores in Ahmedabad and Mumbai, and also sells online. Looking ahead, the brand plans to expand by opening 5-10 new stores and increasing the online business. The brand’s long-term vision includesestablishing100 stores across India by 2030.
Written by Achal Chaubey
Retail Jeweller India Exclusive
