The Paris-based jewellery retailer is using a familiar South Asian social tradition to create customer engagement, bringing community interaction into its retail environment.
Paris: Mohan Jewellery Mart, a jewellery retailer based in Paris, recently highlighted a Tambola winner at its store, extending the traditional South Asian game into a retail engagement format.
The retailer announced Lalita Rani as the winner, with the activity taking place inside the jewellery store. The initiative brings a familiar South Asian social tradition into the jewellery retail environment, creating an opportunity for customers and community members to interact with the store beyond the conventional shopping journey.
The Tambola activity adds to the retailer’s recent community-focused in store initiative. Recently, Mohan Jewellery Mart collaborated with On Witnessing and The Gemini Agency to host a South Asian Creative Women event at the store. The gathering brought together South Asian women from the creative community for an event focused on creativity, community and empowerment.
These activities reflect how the retailer is using its physical store for community interaction alongside jewellery retail. While Tambola offers a more informal customer-engagement format, the creative women’s event opened the store to a wider community gathering.
Established in 1987, Mohan Jewellery Mart operates on Rue du Faubourg Saint-Denis in Paris, selling precious-metal and gemstone jewellery. Its business also covers jewellery manufacturing, repair, import and export.
For South Asian diaspora jewellers, the Tambola initiative offers a relevant example of how culturally familiar activities can become part of the retail experience. By giving customers reasons to gather and interact within the store, the retailer is extending the role of the jewellery shop beyond product discovery and purchase.
Mohan Jewellery Mart’s recent activities show how community and commerce can work together within a diaspora retail environment, with Tambola providing the latest example of the retailer bringing South Asian cultural familiarity into its Paris store.
The Retail Jeweller Global
