Associating with a platform that celebrates grace and poise, the high-profile launch was designed to position DP Jewellers prominently in the national jewellery market. The brand could also engage with a younger, style-conscious demographic influenced by the contestants
Indore: DP Jewellers recently launched its DP Diva collection at its Indore store, in the presence of all 53 contestants of this year’s Miss Universe India pageant. The high-profile event was designed to position DP Jewellers prominently in the national jewellery market, while directly appealing to a younger, style-conscious demographic influenced by the contestants.
The DP Diva collection, featuring polki diamond and gold jewellery, was introduced as a celebration of individuality and confidence. Aman Kataria, Director of DP Jewellers, explained the rationale behind roping in the Miss Universe contestants for the launch, saying, “The DP Diva collection was launched with the most studious and glamorous faces of the country. We wanted the pieces to reflect the spirit of a diva, which is why Miss Universe India contestants were the perfect choice for this launch.”
The collaboration was not merely a marketing event but part of DP Jewellers’ broader strategy to strengthen its brand visibility across Madhya Pradesh and Rajasthan. By associating with a national platform that celebrates grace and poise, DP Jewellers tapped into a wider audience beyond its traditional customer base. Kataria emphasized this, saying, “Jewellery and beauty pageants have a natural connection. Many people follow these contestants and take inspiration from them; so this collaboration helps connect our new collection with the latest trends and the audience we want to engage.”
The collection’s availability across all DP Jewellers outlets in the region means that customers can experience the brand’s refreshed identity firsthand. The Indore launch attracted significant attention from shoppers and visitors, indicating strong consumer interest. “We received an amazing response from the visitors and customers during the launch. The feedback for the DP Diva collection has been very encouraging,” Kataria added.
By linking the launch to a culturally resonant event like the Miss Universe India pageant, DP Jewellers has clearly signalled its intent to align with contemporary lifestyle trends and consumer aspirations. The launch event not only showcased a new jewellery line but also reinforced DP Jewellers’ commitment to expanding its reach and relevance in the competitive Indian jewellery market.
D.P. Jewellers, a venture of D.P. Abhushan Ltd., began its journey in 1940 in Ratlam, Madhya Pradesh, when Shri Dhulchand Ji Kataria established it in pre-Independence India. Originally a partnership firm, it was converted into a limited company in 2017 under the Companies Act, 2013. Over the past 85 years, the brand has expanded into a prominent retail chain with 11 stores across cities including Ratlam, Indore, Udaipur, Bhopal, Kota and Ajmer.
Written by Achal Chaubey
Retail Jeweller India Exclusive
