The initiative gave participants a fun and creative experience, while encouraging them to explore the brand’s jewellery
Gorakhpur: Aisshpra Gems and Jewels recently launched a unique customer engagement initiative: a nail art activity, aimed at delighting its clientele. The event, which took place across the brand’s stores, was designed to offer customers a fun and interactive way to connect with the brand.
“Customer retention is more important than customer acquisition,” said Saumitra Saraf, Director of Aisshpra Gems and Jewels. “We’ve been in the industry for over 80 years, and activities like thesehelp us nurture a stronger bond with our customers, making sure they choose us over others.” The nail art event, held once a month, is available on an appointment basis, ensuring personalized attention for each participant.
The activity, which involved 3-4 professional nail artists at each location, attracted a select group of customers, with approximately 30-33 participants per event. While the focus was not on sales, the campaign had indirect benefits, such as increased footfalls and customer leads. “While direct sales were modest, the real value lies in the engagement and long-term relationships we build,” Saraf added.
Nail art, paired with Aisshpra’sjewellery collections, allowed customers to indulge in a new, creative experience. The activity encouraged customers to explore the wide range of Aisshpra’sjewellery while they were in the showroom to get styling tips from nail experts.
The brand has been enhancing its presence with a plethora of marketing activities, reinforcing its position as a trusted name in jewellery.
Aisshpra Gems and Jewels, a third-generation jeweller founded in 1940, operates 11 stores in Uttar Pradesh and plans to expand to 25 franchise stores by the end of 2025.
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