Held at the brand’s Panvel showroom, the event had around 30 participants, who took part in a ramp walk and personality-based rounds
Panvel: Chandukaka Saraf recently organized ‘Miss and Mrs Swarnika 2026’, an in-store event aimed at increasing customer engagement and brand visibility.
Held at the brand’s Panvel showroom, the event featured around 30 participants from Navi Mumbai, who took part in a ramp walk and personality-based rounds. Attendees included customers’ family members and friends, turning the showroom into a space for a community gathering. It allowed the brand to present its jewellery collections within a live environment, where pieces such as gold necklaces, earrings, bridal sets and occasion wear were worn and experienced.
Explaining the intent behind the initiative, Samyak Kishorkumar Shah, Managing Director, Chandukaka Saraf, said, “At Chandukaka Saraf, we believe that jewellery is much more than an ornament – it is deeply connected with emotions, confidence and celebrations. ‘Miss and Mrs Swarnika 2026’ was conceived as a unique brand property to strengthen our connect with the community while creating greater aspiration around the brand.”
The event also functioned as a marketing platform. Content generated during the programme was shared across Instagram and other digital channels, with participants and attendees posting images and videos. This extended the reach of the campaign beyond the store and created ongoing engagement after the event concluded. Alongside digital promotion, the brand relied on direct outreach, inviting customers and local communities to attend, which helped increase participation.
Shah added, “The event allowed us to build an emotional connect with our customers rather than limiting our interaction to a transactional relationship. When customers become part of a memorable experience, they naturally develop a stronger affinity towards the brand.”
The response to ‘Miss and Mrs Swarnika 2026’ included increased store visits, higher enquiry levels and continued online conversations. The presence of local businesses and professionals also expanded the brand’s visibility within the catchment area. For store teams, the event created involvement beyond regular operations, contributing to internal engagement.
Such initiatives allow brands to build direct relationships with customers. By hosting events within the store, retailers can create familiarity and encourage first-time visits. This supports customer acquisition by attracting audiences who may not have engaged with the brand earlier. It also enables repeat engagement, as participants and attendees are more likely to return.
For Chandukaka Saraf, ‘Miss and Mrs Swarnika 2026’ represents a shift towards experience-led retail. By combining product display with customer participation and digital amplification, the brand is building a model that connects with people across both physical and online channels, while supporting long-term engagement and brand recall.
Chandukaka Saraf currently operates 19 stores across Maharashtra and Karnataka and continues to explore initiatives that combine customer engagement with marketing the brand.
Written by Achal Chaubey
Retail Jeweller India Exclusive
