At the ‘Sundari’ event, the brand presented its bridal jewellery portfolio through a structured showcase, supporting familiarity with product categories and design formats
Udupi: Abharan Jewellers recently hosted ‘Sundari’, an exclusive fashion showcase in Udupi, a customer engagement initiative that brought together its core audience in a curated setting. The event saw participation from around 1,000 customers and centred on presenting the brand’s bridal jewellery portfolio through a structured showcase.
The presentation focused on high-value bridal segments across diamond and gold, including Kundan sets. The showcase remained firmly aligned with wedding-led purchases, with designs tailored to occasion-specific requirements rather than everyday wear.
The initiative was designed to strengthen direct engagement with existing clients. Invitations were extended to a mix of HNI customers and repeat buyers, ensuring representation across spending segments. This enabled the brand to connect with both high-value and regular customers on a single platform, reinforcing recall and relationship depth.
Satvik Kamath, Director, Abharan Jewellers, said, “At the end of the day, Sundari was a customer connect event where we brought together our clients to engage with the brand beyond the store. We are looking at more such initiatives where we invite customers for special occasions and build engagement instead of relying only on print and digital communication.”
The event featured appearances by Kannada actor Ankita Amar and a performance segment, adding to the overall experience. A video message from Madhukar Kamath connected with customers on a legacy level, linking the event to the brand’s growth journey.
While not structured around immediate sales, the format contributed to visibility and engagement within a defined audience group. It created an environment for customers to interact with the brand outside the retail space, supporting familiarity with product categories and design formats.
At a strategic level, Sundari reflects a broader shift towards engagement-led retail. As high-value purchases become more considered and less frequent, brands are investing in sustained interaction rather than one-time transactions. Curated gatherings allow retailers to maintain relevance, deepen relationships and stay top-of-mind within their customer base.
Such initiatives also support long-term business by encouraging repeat engagement and referrals within existing networks. By convening a targeted audience, brands can deliver focused experiences aligned with their positioning while strengthening customer retention.
Kamath noted, “These events help in building loyalty and keeping customers engaged with the brand over time, even if the impact is not immediate.”
With plans to continue similar initiatives, Abharan is integrating such formats into its strategy to maintain direct customer engagement and strengthen its presence in key markets.
Founded in 1935 in Udupi by Sri Burde Sadananda Kamath as Neo Jewellery Mart, the business later reopened as Abharan Jewellers in 1979 under Sri Madhukar S. Kamath and now operates 20 showrooms across 18 locations in Karnataka and Goa.
Written by Achal Chaubey
Retail Jeweller India Exclusive
