Baijnath Jewellers pays homage to teachers via in-store felicitation ceremony

Organising this activity for the past 15 years, the brand now enjoys a solid goodwill from patrons in academia

Kanpur: Teacher’s Day has largely been an occasion in India where fashion perhaps comes last to mind. People show their respect through different activities and mementos specifically pertaining to the field of education. However, Baijnath Jewellers has been tasting success by quietly and effectively setting an example of recognising the true torchbearers of civilisation through a carefully planned in-store felicitation ceremony that touched its 15th year in 2024.

Dilip Kumar Agarwal, CEO of Baijnath Jewellers, narrates the plan of action that has advanced the brand from strength to strength. “On a personal basis, we cover 100-120 colleges and schools of the city. Invites are sent to principals of the said institutions 2-3 months before the occasion. Our marketing team visits the institutions, sends them invites to the store, where we celebrate ‘Teachers’ Week’. This apart, the brand advertises about this event across popular Hindi dailies,” said Agarwal.

The 15th anniversary of this annual celebration had many firsts, one of which the in-person felicitation ceremony. This year, the felicitation event was followed by high tea. As the teachers browsed the showroom, many of the collections got converted. This year, the brand celebrated the week from September 1-8. “Our gift to the teachers for 2024 was up to 50% off on making charge of gold and diamond jewellery. The teachers avail the offers and we recognise them with a token gift of respect,” he maintained.

This years-old celebration has earned the brand quite a number of patrons from teachers themselves, who participate and spread the word organically by turning into ambassadors for the brand. “Teachers, crucial in building the society, are somewhat devoid of honour and respect these days, according to me. So, this has been a small yet significant attempt in giving them their due credit. I’ve got a very strong alumni in high school and are still in touch with my teachers,” the jeweller added.

Sweetening the deal is the addition of an online activity involving students of the institutions concerned, wherein they have been asked to share their thoughts about their favourite teachers. About 15 winners from this online activity has been invited to the store and given token gifts. This two-fold engagement strategy has nurtured two very important age bracket of prospective customers, one being the teachers, most of whom are women, and students across ages, forming a burgeoning market for kids and teen jewellery.

This year’s Teacher’s Day celebration also signalled the brand’s expansion from a single-store entity. This Navratri, the brand will launch two showrooms in Kanpur. One of them is named VR, a dailywear, modern jewellery brand, and the other is Aaina, a silver jewellery sub-brand. Both these stores will be located in the high-end market of Swarupnagar.

Written by Shubham Dasgupta

Retail Jeweller India Exclusive