The partnership helped reshape brand perception about the traditional jewellery house, and led to customer acquisition through engagement
Lucknow: AJB Fine Jewels engaged with a new audience segment recently through its association with a performance by the ‘Backstage Siblings’, a brother-sister duo from Kolkata famous for popularizing ‘bhajan jamming’, i.e, devotional music curated in a way that appeals to younger audiences. The brand targeted the 400-500 live performance attendees, mainly comprising a younger demographic, to build visibility and customer connection. The event, held in a banquet setting, allowed the brand to directly interact with the attendees, and extend its outreach beyond conventional jewellery showcases.
The initiative was aligned with the brand’s focus on couture jewellery while also introducing its silver collection to a wider audience. A dedicated booth displayed silver pieces, which drew attention from college students and young attendees present at the venue. This resulted in direct sales during the event and contributed to a reported 10-15% increase in store walk-ins post-event, with a noticeable rise in younger customers and couples visiting the store.
Akanksha Agarwal, Owner, AJB Fine Jewels, said, “Backstage Siblings coming to the city was already a major draw. Being associated with it brought the brand visibility, especially among a youth-oriented audience.” The brand leveraged the event to position itself within a cultural setting, shifting perception from a traditional jewellery retailer to one that identifies with a younger audience.
Brand integration at the venue was executed through LED screens displaying AJB Fine Jewels’ videos during key moments of the show. This ensured visibility without interrupting the audience experience. Unlike large-scale exhibitions, the limited number of participating brands enabled focused recall, allowing AJB Fine Jewels to maintain prominence throughout the event.
The marketing extended to digital platforms, where the brand used social media to build anticipation, highlight participation, and showcase the jewellery displayed at the venue. Content featuring the musical act alongside brand visuals created engagement and reinforced recall. The association also benefited from the high following of Backstage Siblings, which contributed to wider reach and online traction.
Agarwal noted, “We wanted to show that we are not just into gold but also working with silver, which is more accessible for a different segment of customers.” This dual-category strategy enabled the brand to address varied price points while maintaining continuity between its collections.
Such events serve as a tool for brand building and customer acquisition for jewellers. By engaging audiences in non-retail environments, jewellers can establish familiarity before purchase intent is formed. Events centred on music or performance allow brands to reach consumers who may not engage otherwise with regular jewellery promotions, thereby expanding the customer base.
AJB Fine Jewels, based in Lucknow, was established in 2000 by designers Akanksha and Umang. The brand is known for its diamond, gold, and gemstone jewellery and currently operates two stores.
With plans to open a third store, the brand is using various youth-centric initiatives to strengthen its market presence and connect with evolving consumer segments.
Written by Achal Chaubey
Retail Jeweller India News
