Through the initiative, pearls are being treated as a high-growth asset, offering customers 2X appreciation on their original purchase value
Hyderabad: In a pioneering move, Sri Jagdamba Pearls has embarked on an initiative titled the ‘Pearl Exchange Program 2026’. Through it, pearls are being treated as a high-growth asset— just like gold—offering customers 2X appreciation on the original purchase value of jewellery.
Running from March 15 to March 31, 2026, the initiative is designed to delight long-time patrons of the brand, by allowing them to upgrade their vintage pearl collections into modern, high-fashion masterpieces at zero net cost. For example, a pearl set bought for Rs 10,000 on or before April 1, 2025 now commands a Rs 20,000 credit towards any new purchase.
The programme runs across the brand’s flagship stores located at Secunderabad, Gachibowli and AS Rao Nagar in Hyderabad, and its outlet in Bengaluru, as well as its official portal, www.jpearls.com. It covers all pure pearl and gemstone jewellery purchased at least 12 months prior to the start of the exchange programme, and enables customers to upgrade old jewellery through 7,000+ designs available in-store or online.
Commenting on the initiative,Avanish Agarwal, Managing Partner, Sri Jagdamba Pearls, said, “For decades, the market believed only gold and natural diamonds appreciated. We are here to shatter that myth. As the pioneers of the ‘Pearl City’, we are proud to launch India’s first structured exchange programme that treats pearls as a true investment. By offering 2X the original invoice value, we aren’t just selling jewellery; we are rewarding the loyalty of our customers and proving that a Sri Jagdamba pearl holds its value—and then some—over time.”
He emphasized that this initiative aims to turn pearls into a growing asset, noting that jewellery should grow with the customer rather than sitting idle in lockers or wardrobes.
Deepak Kumar, Marketing & Retail Head, Sri Jagdamba Pearls, said,
“This is about the ‘in-store magic.’ We want our customers to walk into our Hyderabad and Bengaluru showrooms with their old treasures bought from us and walk out with the latest 2026 collections, feeling the thrill of a complete upgrade. This initiative is our way of deepening customer loyalty—transforming a one-time purchase into a lifelong relationship. It’s a ‘no-compromise’ experience where your past investment pays for your future style.”
The campaign is being promoted across multiple channels, including social media, digital media and OOH.
Sri Jagdamba Pearls, established in 1924, is a legendary Hyderabad-based heritage jeweller specializing in authentic, certified pearls, gold, and diamond jewellery. The omni-channel brand operates through its retail stores in Hyderabad and Bengaluru, and its digital platform. It is set to open new stores in Cochin and Vizag soon.
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