The print communication, which had an immediate effect, also positioned the brand as an advisor on gold as an asset
Ratlam: DC Jewellers recently launched a print advertising campaign to highlight rising gold prices, and project that the metal could reach Rs 1.5 lakh per 10 grams before Diwali. The slew of ads, splashed across newspapers, carried the message “Sona pakad raha hai apni raftaar…isse pehle ki Diwali tak Rs 1.5 lakh kepaar” aimed at urging customers to consider wedding and festive purchases before prices move further upwards.
Explaining the insight behind the campaign, Mohit Soni, Business Head, DC Jewellers, said, “In April and May, we were bullish about gold, even as there were rumours in the market that prices might fall. We wanted to convey to our customers that corrections may occur but the overall trend is upward. Our forecast was that gold would not see a bearish phase in the near future.”
Since the campaign was introduced in June, gold has already moved up by nearly Rs 15,000 per 10 grams. According to the brand, this has reinforced trust among customers who acted on the forecast. “Those who purchased gold earlier have benefited. Our role has been to guide buyers and give them confidence in their decision-making. When customers see that what we predicted has matched market behaviour, it strengthens their trust in us,” Soni added.
The campaign has also influenced customer activity at showrooms. According to the brand, walk-ins have increased by 30-35% since the ad campaign went live, with a notable rise in enquiries for bridal jewellery. While the main bridal season begins in October and November, DC Jewellers noted that customers have already initiated advance discussions and bookings.
Soni explained that the communication has also positioned the brand as an advisor on gold as an asset. “We want to remind customers that gold has historically moved forward even if there are temporary setbacks. It may correct in the short term, but it will not return to lower levels like Rs 50,000 or Rs 60,000. Buying at any stage secures long-term value,” he said.
The brand also observed that customer behaviour is shifting with rising prices. Initially, high rates discouraged purchases, but as gold continues to climb, urgency has returned. According to DC Jewellers, many customers now align with the brand’s forecast and intend to secure their jewellery purchases before Diwali.
By tying its communication to market movements and customer sentiment, DC Jewellers has created urgency, built trust and ensured consistent showroom engagement ahead of the festive and wedding season.
Founded in 1920 in Ratlam, where it runs its flagship store, DC Jewellers is now present in Indore as well with its recently launched second store.
Written by Achal Chaubey
Retail Jeweller India Exclusive
