Anmol Jewellers launches ‘Bride and Bougie’ campaign with focus on personalised bridal experiences 

The three-month campaign combines premium jewellery, starting at Rs. 5.5 lakh, with bespoke services to create unique bridal experiences 

Mumbai: Anmol Jewellers has unveiled ‘Bride and Bougie’, an exclusive bridal campaign targeting modern, new-age brides. Running from January to March 2025, the initiative aims to revolutionise the bridal jewellery experience by combining contemporary fashion with exquisite styling. “With this initiative, we want to ensure every bride feels truly special on her big day,” says Trisha Datwani, Creative Director, Anmol Jewellers. 

The campaign features a specially curated collection of bespoke bridal jewellery that celebrates individuality and cultural heritage. While prices start at Rs. 5.5 lakh, positioning it as a premium offering, the collection caters to varying budgets with no upper limit on customisation, appealing to both high-net-worth individuals and brides seeking designer elegance at more accessible price points. 

The collection spans modern diamond pieces and traditional polki designs, offering comprehensive customisation options. Brides can personalise their pieces in terms of colour, size, or work with the jeweller to create entirely new concepts. “Our aim is to make each bride feel special, offering unique, one-of-a-kind pieces that matches their personal style,” explains Datwani. 

Setting itself apart from conventional promotional strategies, the brand has chosen to keep most designs exclusive to in-store displays, deliberately limiting their availability to celebrities and influencers. This approach extends to the entire shopping experience, with personalised gifts, bridal kits, and exclusive services ensuring each bride receives unique treatment. 

“There is no template to follow anymore. Whether a bride opts for a minimalistic gold chain or an elaborate diamond necklace, the collection empowers her to embrace her unique personality,” observes Datwani. This shift in preferences has been reflected in rising gold jewellery sales this season. 

The campaign’s marketing strategy maintains exclusivity through limited promotion, with a small-scale photoshoot showcasing select pieces while keeping the most exquisite designs accessible only in-store. “This strategy ensures that brides have access to designs that are not common or mass-produced, preserving their exclusivity,” Datwani notes. 

Despite being in its early stages, the campaign has received positive feedback from bridal customers, with many discovering the collection’s exclusive designs during store visits. The timing, coinciding with peak bridal season, has enhanced its visibility and impact. 

Anmol Jewellers plans to expand the campaign through additional videos and initiatives in the coming months, continuing to innovate in the bridal jewellery space. 

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive