The showcase helped the brand engage socialites, generate social media content and create opportunities for more customer acquisition
Kolkata: Bharti Bangur Fine Jewels recently hosted a fashion event for socialites in Kolkata, where guests moved from being jewellery shoppers to models for the evening. At the ‘Champagne Noir’ event, participants were given make-up and styling, and then adorned with pieces from Bharti Bangur Fine Jewels’ new Elysian collection before they walked the ramp.
Held at Olive Café & Bar, Shakespeare Sarani, Kolkata, the event was designed around the idea of making jewellery part of an experience rather than presenting it across a showroom counter. Guests could wear the pieces, see how they worked with their individual looks and experience them in a setting involving fashion, conversations, cocktails and food.
For Bharti Bangur, Owner of Bharti Bangur Fine Jewels, the event was also a way to create a closer relationship with customers. Instead of using professional models to present the collection, the brand brought its own clientele into the showcase, giving them an active role in presenting the jewellery.
“The objective was to create an intimate, experiential expression of the brand’s philosophy of jewellery as a form of quiet luxury. Rather than presenting jewellery in a conventional showcase format, the evening was envisioned as an opportunity to see the pieces come alive on modern women, in a setting that felt natural, sophisticated and culturally relevant to the brand’s clientele. The event also allowed the brand to build a more personal connection with its audience through fashion, conversation and shared experiences,” said Bharti Bangur, Owner, Bharti Bangur Fine Jewels.
The participation of the women featured in the showcase also helped demonstrate the range of ways in which the jewellery could be worn. Women with different personalities, professions and styles took part, allowing the brand to move away from a single model-worn presentation of its products. The styling was kept focused on creating a balance between the jewellery and outfits, with pieces selected to complement individual looks.
The event served as a successful launch platform for the brand’s Elysian collection, comprising natural diamonds, Polki, Jadau, gold, pearls and coloured gemstones. Presenting the collection on customers gave the brand an opportunity to show the pieces in use rather than through static product displays.
Images and videos of customers preparing for the ramp, wearing the jewellery and participating in the showcase were adapted into reels, stories and posts. Such user-led content can show potential customers how the pieces appear when worn and styled for an occasion.
Inviting socialites to participate in an event can strengthen engagement and create additional touchpoints before a purchase. It allows retailers to build relationships in a setting where customers can interact with products without the immediate focus being on a transaction. Such experiences can also encourage existing customers to introduce new audiences to the brand through social sharing and personal networks.
“Seeing the jewellery styled and worn in an intimate social setting helped audiences engage with the pieces beyond a traditional retail environment and understand how they could translate into their own wardrobes and occasions. The event created opportunities for conversation with existing and potential clients, generated organic interest in the pieces showcased and helped strengthen consideration among women looking for jewellery that feels distinctive, contemporary and quietly luxurious,” said Bangur.
Bharti Bangur Fine Jewels, founded by Bharti Bangur. Based in Alipore, Kolkata, the brand retails through its flagship store and online portal, and also through jewellery exhibitions across cities.
Written by Achal Chaubey
Retail Jeweller India Exclusive
