The ‘Signature Bracelet Project’ gives the brand an opportunity to engage with existing and potential customers, understand their preferences and refine its strategy accordingly
Mumbai: Fine jewellery retailer Adamantine Jewellery has opened registrations for its ‘Signature Bracelet Project’, a design challenge inviting participants to create a bracelet concept that could become a signature piece for the brand. The winner will receive a cash prize.
Registrations for the project are open until September 20, 2026. Participants can register by writing to the retailer and the complete design brief, guidelines and submission timeline will be shared with registered participants.
According to Manav Singhvi, Founder, Adamantine Jewellery, the initiative is intended to help the brand define its positioning while gaining a better understanding of customer preferences. “The objective is very simple, it’s to establish our vision and ambition internally and externally,” said Singhvi.
He added that the open design format is also aimed at creating interaction beyond the brand’s social media presence and retail showroom. “An open design challenge like this one creates momentum, not only for my retail showroom, but also since I’m a first-generation jeweller, it allows me to understand the customer better,” he said.
Singhvi said the initiative is particularly relevant for Adamantine as a first-generation jewellery business without the historical customer data available to established legacy jewellery companies. “As a first-generation jeweller, I think there’s a lack of experience and a project like this tries to accommodate for that,” he said.
Adamantine Jewellery currently focuses on natural diamond and Polki jewellery and operates through a brick-and-mortar retail model. Singhvi said the brand intends to use initiatives such as the ‘Signature Bracelet Project’ to create greater interaction with new and existing customers.
The project forms part of Adamantine’s efforts to engage directly with consumers while developing products and experiences aligned with its positioning in the luxury jewellery segment.
The project has the potential to function as more than a design contest: it gives the retailer a relatively low-cost, participatory way to generate consumer insights while testing what design language resonates with its target audience. For a first-generation retailer with limited historical customer data, the exercise can strengthen engagement, build a sense of ownership around a potential signature product and provide inputs for future product development, positioning and retail conversations.
The project also has potential to serve as a customer-acquisition funnel by bringing new audiences into direct contact with the brand before a purchase decision. Participants, their networks and design enthusiasts can become prospective customers, while the interaction gives Adamantine Jewellery an opportunity to capture qualified leads, understand their preferences and subsequently nurture them through showroom visits, consultations and product launches.
Adamantine Jewellery is a Mumbai-based, first-generation jewellery brand founded by Manav Singhvi, with a focus on natural diamond and Polki jewellery. The brand operates through one retail showroom in Mumbai, with its collections and customer experience centred around bridal jewellery.
Written by Chanelle Pais
Retail Jeweller India Exclusive
