Batukbhai Jewellers’ Eid party witnesses cross-selling between jewellery and couture clientele  

On the occasion, the brand initiated its end-of-season sale for Eclat a day ahead, exclusively for the attendees of the event, unveiling a collection of gold jewellery 

Nagpur: Making a case for customer engagement on a grand scale, Batukbhai Jewellers celebrated this year’s Eid-ul Adha with its clients from the Bohri community. The gathering took place in the brand’s four-storeyed Shankar Nagar store which houses the new showroom, the multi-designer couture brand Eclat, and an exhibition hall.  

With over 200 members from the community, the brand hosted an event featuring high-tea and henna, complemented by games and various engaging activities. This initiative sparked significant excitement and generated a buzz within the community. 

On this occasion, the brand attracted a plethora of new customers who were not previously part of the client base at the brand’s  Dharampeth showroom. Out of the total number of guests, about 30-40% belonged to the new client base. The brand noted an increase in sales at the new store from this group, both during and after the celebration. 

“The Bohri community in Nagpur has been a loyal client base for the jewellery brand for decades. Since they visit the store during Eid, we thought of bringing them together through this event,” said Naina Sheth, Creative Director, Batukbhai Jewellers, who is also the founder of Eclat. 

A week prior to the soiree, the brand sponsored a fair in the city, where it informed the attendees about their new store and the planned Eid celebrations, also sending out personal invitations through WhatsApp. 

According to them, word-of-mouth publicity, along with social media promotions played an important role in attracting new clients to the gathering and the brand’s new showroom, generating positive feedback and leading to conversions. “With this event, they know that this new showroom is a one-stop-shop for all their needs. With weddings in their families, they can come here and find a huge variety, not just in terms of product categories but also price ranges,” explained Sheth. 

The brand initiated its end-of-season sale for Eclat a day ahead, exclusively for the attendees of the event, unveiling a collection of gold jewellery. This collection was crafted with a deep understanding of their customers’ longstanding preferences for Eid purchases. 

The new jewellery pieces encompass a wide range, featuring both lightweight and intricately designed ornaments and start at a price point of Rs. 15,000 to 20,000, increasing with the weight and complexity of the designs. Elaborating further on what inspired the brand to come up with this idea, Sheth said, “With our multi-designer line of clothing in the same building as the jewellery showroom, there are various avenues for hosting such events. The fourth floor is dedicated for such purposes, and we have also hosted events with designers like Mandira Wirk.” 

The Eid party, where all the attendees explored the retail outlet , featuring jewellery collections and designer outfits, also facilitated cross-purchases: customers of Batukbhai Jewellers bought from Eclat, while the latter’s customers bought gold and diamond jewellery from the showroom. “Some people purchased the jewellery during the event while others reserved their favourites and made the purchase on the next day,” added Sheth. 

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive