Coffee with Tulsyan: Jeweller cracks consumer behaviour code with in-store talk show

Started by Nihar Tulsyan, the owner of Tulsyan Jewellery, Ranchi, the initiative has him talking to invited women from different backgrounds on topics such as maintaining jewellery and the latest trends, followed by a photo shoot and mini fashion show

Ranchi: Every brand is working its hardest to ace customer engagement, online or offline. Novel ideas may come and go, but it is no mean feat to maintain a novel engagement activity within a jewellery store for four years. ‘Coffee with Tulsyan’, a talk show hosted by Nihar Tulsyan, the owner of Tulsyan Jewellery, Ranchi inside the brand’s showroom since 2019, enjoys a solid fan following among jewellery lovers in the city.

It all started with a talented coffee-maker, who provided coffee as per the preferences of clients in the brand’s showroom. It occurred to Tulsyan to bump up that experience with an informal talk session, and he named it ‘Coffee with Tulsyan’. Thus, in October 2019, Tulsyan himself started hosting the show and invited seven women from different walks of life to its first session, where they discussed jewellery and its use on relevant occasions.

The talk session was followed by the invitees trying out jewellery and posing for a photo shoot along with a small fashion show, all inside the store. After the session was over, Tulsyan Jewellery promoted the photos of each of the seven participants across social media, which led to organic shares.

“We have been organising this talk show once a year ever since. We invite women who are decision-makers in the family to the show. The educative sessions also help us understand their jewellery choices based on occasions in their lives. We also come to know preferences across ages and societies,” explained Tulsyan. With this initiative, the retailer created conversations around how the customers would look wearing the brand’s jewellery and also obtained testimonials about the initiative, which influenced prospective buyers across bridal, semi-bridal or casual wear categories. 

The brand has cracked many bridal jewellery deals over ‘Coffee with Tulsyan’. The fourth and latest session of the talk show happened in August 2023, when the brand invited the women to different locations convenient for its regular clientele in the city, in the run-up to its 25^th anniversary. The jeweller even sent entire teams of photographers and make-up artists to those locations. “We invited the women to different locations, they wore our jewellery and then we interviewed them on their thoughts about the brand and their experiences so far. The management team didn’t attend the interviews intentionally to keep the conversations candid. One of the women was expecting a baby, and requested that the team be sent to her place for the interview,” said Tulsyan, adding that the heartwarming testimonials he received have strengthened the presence of the family jewellery brand in Ranchi. 

Written by Ashwin Bose

Retail Jeweller India Exclusive