Targeted online communication created awareness, drove footfalls, and ensured customers were familiar with the collections before even visiting the brand’s stores, making ‘Jewels of Meralda’ a signature annual campaign with measurable sales and brand impact
Kochi: In the run-up to the Christmas holidays, Meralda Jewels launched the ‘Jewels of Meralda’ campaign for shoppers – a curated initiative highlighting its bridal and lifestyle collections, including polki, diamonds and heritage-inspired designs, supported by visual story-telling and digital promotions. Designed to run for a limited period from December 1 to 31, 2025 it aimed to create a premium customer experience rather than a standard promotion.
“Jewels of Meralda is not just jewellery display; it is a campaign that connects our customers with the story behind every piece,” says Labeeb Nelliyott, Director, Meralda Jewels. “This year, the campaign is also running in Dubai and other Middle East stores, allowing NRI and international buyers to explore curated collections in-store while engaging with digital story-telling. We want every interaction to be purposeful and meaningful, whether online or offline.”
In India, the campaign rolled out across Kochi, Kozhikode, Kannur, and Mangaluru, combining in-store displays with digital engagement. Customers could explore curated collections with personalized guidance, making each visit focused on the occasion. Digital story-telling on social media and targeted online campaigns created awareness, drove footfalls, and ensured customers were familiar with the collections before even visiting the brand’s stores. This integration of digital and offline experience helped improve customer intent and conversions.
A significant highlight of the campaign was the participation of NRI and overseas Indian buyers. Many planned their showroom visits in advance and engaged with collections online prior to arrival. “Their prior engagement made in-store visits more focused and conversion-driven,” says Nelliyott.
The campaign delivered a stronger customer response compared to previous years, with higher footfalls across all locations. Even with fluctuations in gold prices, sales showed positive movement, indicating customer confidence and healthy conversion rates. The campaign’s repeated presence, focus on key buying moments such as weddings and festive occasions, and consistent story-telling across platforms have made ‘Jewels of Meralda’ a signature annual campaign.
Meralda Jewels operates multiple stores across South India and the Middle East. The brand continues to focus on curated collections, premium in-store experiences, and building lasting relationships with modern Indian families.
Written by Sneha Bhagat
Retail Jeweller India Exclusive
