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Alapatt Jewellers discovers innovative way to promote kids’ jewellery on seeing customers’ children




When kids tagged along with their mothers to the brand’s Trivandrum store, they were asked if they wanted to try out the kids’ jewellery collection and feature in reels for Instagram

During the Akshaya Tritiya season, when mothers accompanied by their children walked into the Alapatt Jewellers store at Karimpanal Arcade, Eastfort in Trivandrum, they probably did not realize that their kids would become stars on the brand’s page on Instagram. Seeing so many children at the store, the brand thought of an innovative promotional technique and sought the mothers’ permission to create reels with the children modelling kids’ jewellery from its collection. Impromptu in-store shoots followed and the promotions were done in a minimalistic manner, using the brand’s social media handles.

Children’s jewellery is an often-ignored category in the jewellery industry, despite having a huge potential market, feels Jobby Alapatt, Owner, Alapatt Jewellers, who saw the significance of this category and decided to step up promotions for the brand’s kids’ collection. “It is a very important category for us because in every family, there will be beautiful children. So, there is scope for huge demand for kids’ jewellery and accessories, and a market also exists,” Alapatt says.

“When kids tagged along with their mothers to our store, we asked them if they wanted to try out our kids’ jewellery collections. The children wore them and were ready to shoot with us. This accidental promotion worked well for us since we received many enquiries once the reels went live. Every day, we see 20-25 new followers for our Instagram page. With this increasing number, our target is to reach 1 million followers using this marketing tactic,” Alapatt states.


Alapatt gives credit for this promotional idea to his wife, Angitha Jobby, who wanted to explore kids’ jewellery more and expand the brand in this vertical. “She will restart jewellery designing after her break, with new designs and a collection in her name,” he adds.

Talking about the promotional reels, Alapatt shares that they want to convert this incidental marketing discovery into an impactful campaign. “We plan to bring more kids for photoshoots and reels by collaborating with kindergarten schools and playschools. We are discussing with the Principal of Teddy Buddies Preschool here how children can come to our shop and do these shoots,” he says.

Talking about the brand’s kids’ jewellery collection, Alapatt says that new products are coming up which will be promoted in the upcoming weeks on their Instagram page. “Our in-house team designs our kids’ jewellery. Our Audore kids’ collection features ear studs, finger rings, chains, bracelets, kadas, etc. We offer diamonds, gold and silver jewellery for kids set in 22 and 18 karat gold, 92.5 silver, VVS1, VVS2 and EF colour quality diamonds in various fun styles like cartoon characters, images and more. Our designs are light and comfortable, with a super finish so as not to hurt the kids when they wear them. For the special baby naming ceremony ‘Noolukettu’, we offer different pure gold sets in 8gm, 12gm, 10gm and 16 gm,” he explains, adding that the brand’s gold and diamond collections for kids are priced between Rs 3,000 to Rs 15,000.

Jobby Alapatt’s father, Sunny P Jose, founded Alapatt Jewellers in 1987. From 18-karat gold bracelets, rings, necklaces and a wide range of 22-karat bridal sets for weddings to their signature diamond jewellery collections, Alapatt Jewellers offers trendy and fashionable gold, diamond and silver jewellery in Trivandrum.

Written by Bushra Satkhed

Retail Jeweller India Exclusive

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