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By showcasing its jewellery at The Luxo Show, Shree Banaras Jewels makes a ‘luxury’ pitch to customers
According to the brand, exposing the Varanasi audience to fine jewellery through luxury shows made them see its offerings from a different perspective
Varanasi: Buyers of jewellery are aware of their favourite brands and their retail destinations in metropolitan and Tier I cities, while those in Tier II cities and towns need intense advertising by the jeweller to stoke their buying intent. For Shree Banaras Jewels, the Varanasi edition of The Luxo Show, an activation and experience platform for luxury products, succeeded in creating a window of opportunity to showcase its products in the luxury bracket for its growing customer base.
The Luxo Show was recently hosted to showcase multiple luxury brands under one roof. Rajat Agarwal, Director, Shree Banaras Jewels, Varanasi, says these luxury showcases get better with each edition. “In 2021, Shree Banaras Jewels had been a part of such events too. This time, we felt that the designers at The Luxo Show were much more renowned names. This was a marketing event for our brand, as we could display our products to those customers who cannot make it to our store,” he explained.
Out of the eight fashion shows held at The Luxo Show, Shree Banaras Jewels displayed its fine jewellery and bridal collections at three shows, making the most of its presence at the event that hosted about 1,500 elite customers from across Varanasi. According to Agarwal, in Tier II and Tier III cities, luxury showcases and fashion shows are good exposure for audiences to know and understand a brand and its product offerings.
The brand took to Instagram, Facebook as well as print media and advertisements to publicize their jewellery showcase at The Luxo Show. “Luxury displays and shows that invite different brands are quite popular in Varanasi, and they are great for the people of the city. As a jewellery business, it is a big boost for us,” Agarwal said.
Written by Aparna Bhowmick
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