According to the brand, around 30-40% of participants made purchases or enrolled in schemes, indicating conversion from engagement to sale
Lucknow: Tapping into the sentiment that the pre-wedding journey is as important as the wedding itself, Aisshpra Gems and Jewels brought together soon-to-be married brides in Lucknow through an in-store ‘To-Be Brides’ photoshoot campaign, organized in association with Lakmé Academy. The initiative focused on participants actually trying on the brand’s jewellery, and gently building up to conversion from engagement.
The event attracted interest from around 150 brides, with 18 of them accommodated based on confirmation and time availability. Selected participants were invited to the store, where a dedicated set-up helped brides-to-be prepare for the shoot. Lakmé Academy conducted make-up sessions and guided them on application techniques, while the store provided space for styling and preparation. The photography session was then held in-store, and participants received both printed and digital photographs for personal use and sharing.
The jewellery worn by participants during the shoot included a range of gold and diamond pieces. Brides-to-be were styled in necklaces, earrings and bridal sets aligned with wedding occasions, allowing them to experience the collections in a real-life setting. This allowed the brand to demonstrate product use while customers could engage directly with designs before making purchase decisions.
Speaking about the initiative, Saumitra Saraf, Director, Aisshpra Gems and Jewels, said, “The goal was to bring brides-to-be into the store and give them an experience they would remember, as pre-wedding shoots hold emotional value and are shared widely. It also helps us stay connected with them over time.”
The initiative also extended into digital platforms, as participants shared their photos across social media channels, increasing the brand’s reach. User-generated posts contributed to visibility, with each share acting as a point of discovery for new audiences.
From a business perspective, the initiative contributed to customer acquisition in a new market. The Lucknow store, located in a region where the brand sought to expand its base, witnessed participation largely from first-time visitors. “Around 30-40% of those who took part either made purchases or enrolled in schemes, reflecting how engagement translated into sales, driven largely by new customer participation,” said Saraf.
Events structured around experiences such as this serve as a retail strategy to build brand recall and trust. By combining in-store interaction, service integration and digital amplification, retailers can create entry points for new customers while reinforcing relationships with existing ones. For Aisshpra Gems and Jewels, the initiative functioned as both a marketing tool and a channel for direct sales, supporting its expansion in the region.
Aisshpra Gems and Jewels, a third-generation jewellery brand established in 1940, has 14 stores across Uttar Pradesh and has ambitious plans to expand its footprint to 18 with upcoming openings.
Written by Achal Chaubey
Retail Jeweller India Exclusive
