The curated festive marketplace offered the brand an opportunity to access a large and varied audience. Visitors could directly experience the brand’s jewellery designs in the open environment
Jammu: Nazrana Fine Jewels recently participated in a flea market organized at the Jammu Tawi Golf Course, as part of its effort to engage with potential customers outside its store. The curated festive marketplace, organized by home and lifestyle group Maple & Ivy with the support of J&K Tourism, featured 50+ brands across fashion, home décor, lifestyle, artisanal products and food stalls, offering Nazrana Fine Jewels an opportunity to access a large and varied audience.
The brand associated with the flea market to reach audiences in an open environment, where visitors could directly experienceits jewellery designs. Ridhima Jain, Co-founder, Nazrana Fine Jewels, said, “We wanted to be part of this event because it marked a new format for Jammu. It allowed us to step beyond a retail space and connect with people in a setting where conversations happen more freely.” She added that the flea market format helped the brand introduce its jewellery to visitors who may not otherwise walk into a fine jewellery store.
Nazrana Fine Jewels set up a display featuring necklaces, earrings, rings and daily-wear pieces, encouraging visitors to try the jewellery and understand the process behind each design. According to Jain, “The interactions at the stall helped us explain our work directly. People asked questions, tried pieces, and engaged with the brand at their own pace, which helped build familiarity.”
The event saw steady footfalls throughout the day, with visitors spending time at the Nazrana stall. The flea market was attended by prominent people such as Dr Farooq Abdullah, former CM of Jammu & Kashmir, and Kunwarani Ritu Singh of the royal family of Jammu & Kashmir.
Parakh Jain, Co-founder, Nazrana Fine Jewels, said, “Being part of a community-led event like this gave us exposure to a unique audience,thatsubsequently converted into store visits and sales. It allowed the brand to be present where people gather, rather than waiting for them to come to us.”
For Nazrana Fine Jewels, the association with the marketplace supported brand visibility, direct engagement and local outreach. The flea market format enabled it to interact with new audiencesand participate in an initiative centred around local enterprise.
NazranaFine Jewels is a designer jewellery studio established in April 2022, and currently operates one outlet in Jammu.
Written by Achal Chaubey
Retail Jeweller India Exclusive
