By hosting the event within its showroom, the brand created an environment for both engagement and product visibility
Kanpur: Baijnath Jewellers recently hosted Sheroes 2.0, an initiative that recognized women contributing to society, while bringing customers and the local community together within a retail environment. The event was held at the brand’s ‘Aaina by Baijnath’ showroom and saw a gathering of around 150 attendees, including customers and prominent invitees.
The second edition of Sheroes builds on the firstone, which had focused on honouring teachers. This year, the brand expanded the scope to identify women working across social impact areas. The four honourees included Ayushi Awasthi, a digital creator; Sanjivini Sharma, who runs Welfare Foundation; Manpreet Kaur, who operates an organization focused on education and wellness for the deaf and mute; and Dr Ruma Chaturvedi, who runs the Pushpa Khanna Memorial Centre for children with special needs.
Dilip Kumar Agarwal, CEO, Baijnath Jewellers, said, “The idea behind Sheroes was to recognize women who are contributing to society in a meaningful way. We started earlier with a smaller format, but this year we wanted to expand and identify individuals who are working at a larger level beyond their professions.”
The event format included introduction of the honorees, followed by individual interactions where they spoke about their work and the mission behind their initiatives. A moderated session comprised discussions on their journeys, after which the brand presented them with awards and jewellery pieces from its in-house collection. The event concluded with a networking session, allowing attendees to engage directly with the participants.
From a business perspective, the initiative aligns with Baijnath Jewellers’ approach of integrating community-led activities within its retail strategy. By hosting the event withinits showroom, the brand created an environment for both engagement and product visibility.
Agarwal said, “While we are in business, we also want to contribute to society by recognizing people who are doing meaningful work. When customers see this, it builds a different perspective about the brand.”
The initiative also extended its reach through the networks of the participants. With each honoree having an established following, the event gained visibility across digital platforms, contributing to brand recall over a longer period.
From a strategic standpoint, initiatives like Sheroes 2.0 act as long-term brand-building tools for a jewellery retailer.“When participants share their experience, the message reaches their audiences. It is not the brand speaking about itself, but others sharing their experience, which creates a wider impact over time,” said Agarwal.
Baijnath Jewellers’ journey began in 1924, and today, its 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
