The brand plans to leverage its association with the Lucknow Blazers franchise as a platform to create meaningful consumer touchpoints
New Delhi: Fine jewellery brand Diamond Constellation has partnered with Lucknow Blazers, a franchise team in the upcoming Kia Tennis Premier League (TPL), bringing together the worlds of jewellery, sport and lifestyle. The association is aimed at creating a stronger consumer connect with the Lucknow community, while offering the brand an opportunity to engage with the team’s growing fan base.
According to Priti Kharkia, Director, Diamond Constellation, the partnership stems from shared values around excellence, passion and creating memorable experiences. “Lucknow Blazers represents the energy and spirit of the city, while Diamond Constellation stands for craftsmanship, individuality and timeless luxury. We saw a natural synergy between the two,” she said.
The partnership will see Diamond Constellation associate with the Lucknow Blazers’ journey and key moments, creating opportunities for the brand to engage with the team, its supporters and the wider community. The brand plans to use the association as a platform to create meaningful consumer touchpoints.
Digital content and social media will form an important part of the engagement strategy, alongside match-day interactions and exclusive experiences. Through these platforms, Diamond Constellation aims to introduce its brand world to the Lucknow Blazers’ passionate fan base while building connections that extend beyond conventional advertising.
The jewellery brand is also exploring a series of special activations and creative collaborations. While details of the planned initiatives are yet to be announced, the focus will be on developing experiences that are engaging and memorable for audiences.
For Diamond Constellation, the association also represents an opportunity to reach a new and vibrant audience while strengthening its relevance within the Lucknow market. The brand sees the partnership as a way to connect its positioning around craftsmanship, individuality and luxury with the ambition and energy associated with the sport.
Kharkia said the brand’s primary goal is to build a meaningful association with the Lucknow community and establish stronger connections with a new audience. “We want create memorable experiences that strengthen our brand presence beyond the traditional jewellery space,” she added.
With the partnership, Diamond Constellation is looking to position jewellery within a broader lifestyle conversation, using sport as a platform for community engagement and brand story-telling. The association with Lucknow Blazers is expected to provide opportunities for the brand to build visibility while creating distinctive experiences for consumers.
Entrepreneur Dharmender Goel and actor Sonali Bendre (who is also the brand ambassador) own the Lucknow Blazers franchise. Season 8 of the Kia Tennis Premier League is scheduled to take place from December 8 to 13, 2026, at the LB Tennis Stadium in Hyderabad.
Diamond Constellation, established in 2001 by Priti and Sachin Kharkia, operates two flagship stores at Pitampura and Greater Kailash in New Delhi.
Written by Zara Fernandes
Retail Jeweller India Exclusive
