By featuring real women and their stories, the campaign aims to build equity in a category where trust plays an important role
New Delhi: Amayra by Bagrecha Gems has launched its ‘Women Crafted Differently’ campaign, featuring prominent women from its client base and highlighting their individual journeys to communicate its design philosophy of creating ‘modern heirloom’ jewellery for those who do not conform to convention.
The campaign is positioned around women who have built careers and businesses while managing responsibilities beyond the professional sphere, with Amayra relating their stories to its approach to modern jewellery.
According to Pooja Bagrecha, Director and Co-founder, Amayra by Bagrecha Gems, the campaign reflects the brand’s approach to women and jewellery. “The objective behind launching ‘Women Crafted Differently’ is for people to know that as a brand, we respect women who are doing things going beyond the prevailing patriarchy,” she said.
Bagrecha added that the campaign is also linked to the brand’s design philosophy, which focuses on jewellery for women who do not identify with traditional mores. “Our jewellery does not necessarily follow the traditional pattern. We are trying to create modern heirlooms which suit these women who are crafted differently,” she said.
For the campaign, Amayra has invited select clients to speak about their experience with the brand. Bagrecha said this was intended to strengthen credibility in a category where trust plays an important role. “We don’t believe in influencer marketing,” she explained. “Our influencers are our actual clients.” According to Bagrecha, the insight came from the brand’s focus on building communication around genuine customer experiences rather than paid endorsements.
The campaign also gives Amayra access to the audiences of the women featured through collaborative social media posts. Bagrecha said this allows the content to move beyond the brand’s existing audience while creating an ongoing association with the featured clients. She also added that ‘Women Crafted Differently’ is not going to be limited to a single campaign period. “We will constantly keep doing this because audiences like to hear real people speak,” she said, stating that the brand’s objective is to present women through their individual stories rather than through conventional campaign imagery.
The campaign also forms part of Amayra’s broader positioning around traditional jewellery expertise combined with contemporary design. Bagrecha said the brand wants to communicate that it can remain connected to traditional jewellery while developing designs for today’s consumers. “We are traditional, yet we are modern in our own way. That’s why the design, the ideology, the vision that the brand has, is to create modern heirlooms,” she observed.
Currently, the campaign is being promoted through Instagram, with the brand planning to extend the content to YouTube.
Amayra by Bagrecha Gems has a legacy jewellery business spanning more than five decades. The brand works with natural diamonds and gemstones and focuses on contemporary fine jewellery and bespoke creations. Its current retail presence includes its original store in Greater Kailash, New Delhi, and a new premium bridal boutique set up in partnership with ace fashion designer Suneet Varma at DLF Emporio Mall, New Delhi.
Written by Chanelle Pais
Retail Jeweller India Exclusive
