Aisshpra Gems and Jewels deepens connect with existing HNI customers with ‘24 Carat Cappuccino’ event

Fifteen high-end customers were invited to coffee, conversation and a showcase of carefully curated premium jewellery at the brand’s flagship store, and it resulted in a big-ticket sale

Gorakhpur: Aisshpra Gems and Jewels recently hosted a unique and intimate event, inviting 15 of its high-end customers to coffee and conversation, and showcasing a carefully curated collection of the brand’s premium jewellery before them. The gathering, named ‘24Carat Cappuccino’, was designed for high-net-worth individuals (HNIs), and provided an opportunity for the brand to deepen its relationship with its existing clientele in this bracket. It concluded with the jeweller registering a big-ticket sale.

The event, complete with gourmet snacks and entertainment, took place at the Gorakhpur Park Road store, with only a few hand-picked customers invited to attend. The intimate nature of the event ensured a relaxed and personal atmosphere, which allowed for meaningful interactions between the brand and its valued patrons. “We can’t have a large crowd at an HNI event; it needs to be a more private setting,” explained Saumitra Saraf, Director, Aisshpra Gems and Jewels.

Aisshpra enlisted the services of a specialized coffee vendor to create a bespoke coffee experience. The event’s central focus was to create a warm and welcoming environment for customers to engage in conversations while enjoying their coffee. “We wanted our customers to experience something different, not just jewellery but also a space to unwind and bond over a cup of coffee,” said Saraf.

The event offered more than just a social experience. It provided an opportunity to showcase Aisshpra’s premium jewellery collections, including temple and polki pieces from the brand’s boutique category. This collection was displayed before the HNI attendees, who were encouraged to explore and appreciate the intricate details of each piece. “We consider this event a success, not only because it helped us strengthen our bond with our customers but also because it led to a significant big-ticket sale,” said Saraf.

The event was a part of Aisshpra Gems and Jewels’ broader strategy to focus on customer retention rather than acquisition. Saraf emphasized this, saying, “In an increasingly competitive market, it is vital to ensure that our existing customers remain loyal. More than gaining new customers, it’s our goal to keep our long-term clients engaged and satisfied.” The company invites its most recent customers, those who had made purchases within the year, to these exclusive events, ensuring that the experience remains personal and relevant to those who are already familiar with the brand.

Games and interactive activities were incorporated into the event to keep the attendees engaged for over two hours. These activities not only served as entertainment but also provided opportunities for further connection among the customers. Saraf said the brand organizes at least 18 to 20 events every month at its stores. “Every event is unique and designed to surprise and delight our customers,” he mentioned.

The success of this event has further solidified Aisshpra Gems and Jewels’ position in the market as a brand that values customer relationships and aims to offer them much more than just jewellery, connecting, engaging and delighting them.

Aisshpra Gems and Jewels, a third-generation jewellery brand established in 1940, currently operates 11 stores across Uttar Pradesh and has ambitious plans to expand its footprint to 25 franchise locations by the end of 2025.

Written by Achal Chaubey

Retail Jeweller India Exclusive