The campaign has allowed the brand to establish an audience connect around the showroom even before the physical retail experience begins
Thiruvananthapuram: MM Prince Jewellery is building anticipation ahead of the opening of its new two-floor flagship showroom in Thiruvananthapuram through a ‘Guess & Win’ contest, inviting customers to predict the location of the upcoming store after watching a teaser reel. Winners will be selected on the showroom’s opening day and rewarded with gold gifts.
The new showroom represents the brand’s move into a larger retail format as it looks to strengthen its presence in Thiruvananthapuram. The expansion follows the brand’s growth in the lightweight gold jewellery and contemporary design segments, while providing a larger platform to showcase its evolving product offering and support the next phase of its retail expansion.
“It’s about creating a destination where customers can explore a wider collection, experience the MM Prince brand in a more premium environment, and enjoy a better combination of online and offline shopping,” said Neena Praveen, Co-Founder, MM Prince Jewellery.
“The ‘Guess & Win’ format was a natural fit because MM Prince has always had a strong connection with its customers through social media. Jewellery is an emotional and aspirational category, so we wanted to create curiosity and excitement around the new space while making our audience feel involved in the journey,” said Praveen.
The campaign has generated active participation from customers, with users commenting, sharing and submitting their guesses ahead of the showroom opening. For MM Prince, this provided an opportunity to generate pre-launch conversations around the new retail destination while strengthening its engagement with customers.
Praveen said the campaign was designed around three key objectives. “There were three main objectives: create curiosity, increase customer engagement and build anticipation for the showroom opening,” she explained.
The level of customer involvement forms an important measure of the campaign’s impact. “For us, the real success is when a customer feels, ‘I was part of this even before the showroom opened,’” Praveen said.
This gives the campaign a role beyond driving awareness, allowing the brand to establish an audience connection around the showroom before the physical retail experience begins.
The Thiruvananthapuram expansion also forms part of MM Prince’s longer-term retail growth plans. However, the brand says it will prioritize purposeful expansion over simply increasing its store count. While it remains open to exploring larger-format stores in other markets, the immediate focus is on understanding customer response to the new showroom and applying those learnings to future locations.
MM Prince currently operates one store in Thiruvananthapuram, Kerala.
Retail Jeweller India News
