By tying up with the Allenhouse Group of Institutions – which has more than 70 schools and colleges across Uttar Pradesh – for a fashion show involving teachers, the jeweller opened up the chance to build direct engagement with a large teaching community
Kanpur: Baijnath Jewellers recently collaborated with the faculty members of the Allenhouse Group of Institutions for a fashion show, as part of a targeted initiative to build direct engagement with teachers, a key customer segment. The event, held at the Rooma Campus in Kanpur, brought together more than 30 teachers and faculty members who walked the ramp wearing the brand’s jewellery.
The idea behind the collaboration was not just visibility, but building trust through actual experience of the brand’s jewellery. “We sponsored a fashion show featuring faculty members,” said Dilip Kumar Agarwal, CEO, Baijnath Jewellers. “The event gave the teachers a chance to wear our jewellery, interact with us directly, and understand the experience we offer. This was followed by a high tea and one-on-one conversations with the participants.”
This initiative is part of Baijnath Jewellers’ ongoing focus on teachers as a target audience, a segment the brand has been engaging with for over a year through various outreach activities. The Allenhouse Group, with over 70 schools and colleges across Kanpur and other parts of Uttar Pradesh, is a premier higher education institution offering B.Tech, MCA, MBA, BBA, BCA programmes, and offered a large platform for this type of interaction.
“The teachers’ community is a large and influential group,” said Agarwal. “By collaborating with Allenhouse, we were able to not only engage directly with one institution but also lay the groundwork for future visibility across many campuses.”
In addition to personal interaction, Baijnath Jewellers reinforced the relationship by presenting gifts to each participating faculty member and introducing them to the brand’s various financial schemes to enable jewellery purchase. These schemes helped draw visitors to the store even beyond immediate jewellery needs.
“Almost 30-40% of the teachers who attended the event have already visited the store,” said Agarwal. “While it’s too early to measure long-term conversions, the engagement has created strong recall and is likely to influence future purchases.”
The initiative reflects Baijnath Jewellers’ broader strategy of creating multiple touch-points within specific customer communities. Events like these serve not only to increase walk-ins but also to build familiarity and trust with the brand. Baijnath Jewellers plans to continue exploring similar collaborations that bring the brand closer to its local consumer base through relevant, community-focused formats.
Baijnath Jwellerss’ journey began in 1924, and today, the legacy spans five generations. The brand operates three stores in Kanpur, including its two sub-brands, VIYA by Baijnath and Aaina by Baijnath.
Written by Achal Chaubey
Retail Jeweller India Exclusive
