The campaign aimed to promote the purchase of silver anklets and toe rings, considered auspicious for married women during Sankranti
Baramati: CS Jewels, a well-established name in the jewellery industry of Maharashtra, launched its annual sterling silver campaign – or ‘Silver Mahotsav’ – coinciding with the Sankranti festival in January. The campaign aimed to promote the purchase of silver payals (anklets) and jodvi (toe rings), considered auspicious for married women and traditionally bought during this time of year. It gave the brand increased footfalls and engagement with a crucial section of its target audience.
“These items are often gifted by husbands or purchased by women themselves as part of cultural traditions tied to the occasion. To further enhance the campaign, CS Jewels organized a Haldi Kumkum event, inviting local women to celebrate the festival. This event was aimed at engaging the community and increasing footfalls in our stores while promoting the new sterling silver collection,” said Siddharth Shah, Director of CS Jewels.
This year, in addition to the payal and jodvi jewellery, CS Jewels expanded its offerings to include sterling silver jewellery, which is gaining popularity for its modern and trendy designs. With a purity of 92.5%, the sterling silver collection includes bracelets, rings, pendant sets, and stackable bangles, catering to a wide variety of preferences.
The Haldi Kumkum event was promoted through word-of-mouth and personal invitations, rather than outdoor advertising, but it proved highly successful. Approximately 100 women attended the event at each of the brand’s stores, reinforcing CS Jewels’ reputation for adherence to tradition. The event resulted in a 30-40% increase in foot traffic, leading to a noticeable rise in sales, said Shah.
Highlighting the importance of the campaign, Shah said, “The Silver Mahotsav has always been well received because it offers budget-friendly options without compromising on design or quality. This year, the sterling silver designs, along with our promotional offers, have generated significant demand.” The campaignincluded an exciting promotional offer on sterling silver jewellery and anklets, which garnered strong customer response.
The story of CS Jewels began when Late Shri Chandulal Shah founded the brand in 1827 in the town of Baramati, Maharashtra. Over the years, the brand, known as ‘Chandukaka Saraf’ expanded, with its legacy continuing into the present day. In December 2023, the company adopted a new logo and rebranded as CS Jewels.Today, it operates 16 stores across Maharashtra and Karnataka.
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