The event, held in Lucknow, featured actor Shefali Shah, and is part of the brand’s association with FICCI FLO as gold partner for the 2025-26 term. The brand showcased its signature jewellery designs and benefited from both visibility and dialogue
Lucknow: AJB Fine Jewels, a boutique jewellery brand based in Lucknow, recently partnered with ‘Rise and Roar’, an event featuring women leaders and entrepreneurs, which had actor Shefali Shah as the chief guest. The brand used the platform to showcase its signature jewellery designs and create brand awareness through both visibility and dialogue.
At the event, AJB Fine Jewels dressed FLO Chairperson Vandita Agarwal in a polki and tourmaline necklace to complement her traditional attire, while past chairperson Swati Verma wore a rose-cut diamond and emerald set with a contemporary sari look. Both wore matching bracelets designed by the brand. According to AJB, the visibility generated through this exposure has already translated into enquiries and footfalls at their boutique store.
The event saw a record attendance of 185 women from across the city and beyond, many of whom were decision-makers and business leaders. “FICCI FLO events are attended by women who are highly engaged, and they often appreciate and enquire about the jewellery showcased,” said Akanksha Agarwal, Partner at AJB Fine Jewels. “These events offer an opportunity not only to be seen but also to engage with a relevant audience in a meaningful way.”
In addition to product showcases, AJB benefits from logo placements and direct interactions with guests. The platform also enables networking with professionals across fields such as business, health, hospitality and the arts.
“FLO creates a space for genuine interaction,” Agarwal added. “Apart from stage visibility, I get to speak with women from the business community, many of whom follow up with visits to our store. It helps position AJB as a go-to name for distinctive jewellery.”
For the brand, the gathering marked the start of a year-long association with FICCI FLO Lucknow as Gold Partner for the 2025–26 term. This marks its sixth consecutive year of partnership with FICCI FLO. With its continued support for women-centric initiatives such as FICCI FLO, AJB Fine Jewels has reinforced its commitment to building community connections while promoting its exclusive jewellery lines.
Founded by Akanksha Agarwal and Umang Agarwal, AJB Fine Jewels has made a mark in the jewellery industry by combining traditional craftsmanship with modern design. It has a single store in Lucknow.
Written by Achal Chaubey
Retail Jeweller India Exclusive
