Abharan Jewellers’ contest asks brides-to-be to document their in-store wedding jewellery shopping journey

The strategic initiative by the brand aims to tap into the lucrative wedding season market by directly engaging with brides-to-be at a crucial decision-making stage

Udupi: As the 2025 wedding season approaches, Abharan Jewellers has launched an innovative contest for brides-to-be, asking them to document their wedding jewellery shopping experience at its flagship store in Udupi. Participants are required to create and share content showcasing the brand’s jewellery in the form of videos or reels. The best ones will be featured across all of the brand’s social media platforms.

The strategic initiative by the brand aims to tap into the lucrative wedding season market by directly engaging with brides-to-be at a crucial decision-making stage. By encouraging participants to document their jewellery shopping journey, Abharan Jewellers not only fosters a sense of community but also generates authentic, user-generated content that will resonate with potential customers.

“We noticed that many women love to document their wedding shopping experience, so we thought of incentivizing that process. By encouraging them to share their journey, we can create engaging content for our social media while offering them exclusive benefits on their purchases,” explained Akarsh Kamath, General Manager, Abharan Jewellers.

Participants who contribute content will be eligible for special offers on gold and diamond jewellery. While the contest is primarily a digital initiative, the actual shopping experience must be in-store, creating engagement both online and offline.

The campaign, launched on March 1, is still in its early days, with weekly tracking of participation. Despite being a recent launch, the brand has already heard from eager participants expressing their interest in the contest.    

Meanwhile, Abharan Jewellers will continue its annual tradition of celebrating International Women’s Day with in-store activities this year too. “Every year, our staff applies henna on customers, and we host a ‘Lucky Lady Contest,’ where winners receive a one-gram gold coin. While this is a customary practice for us, we have not publicized it widely, as it aligns more with being a gesture of goodwill rather than a promotional campaign,” Kamath stated.

Over the past year, Abharan Jewellers has prioritized enhancing social media engagement beyond traditional product displays on Instagram. “We’ve realized that simply posting jewellery images is not enough. Customers spend significant time on social media, so we aim to create more interactive content, such as customer testimonials and personal shopping stories. This has led to increased enquiries from brides and deeper connections with our audience,” Kamath noted.

Abharan Jewellers currently operates 18 stores, with its flagship store located in Udupi, Karnataka. The brand has a strong presence along the coastal Karnataka belt, from Udupi to Goa, where it operates 16 stores. Two outlets in Panjim and Ponda serve the Goan market.  

Written by Megha Misra

Retail Jeweller India Exclusive