For Nikita Jewels, Miss Navi Mumbai pageant enables connect to a new customer base

Chetan Bagrecha, Director, Nikita Jewels, says the brand got to showcase a wide range of its jewellery, which was worn by the participants

All eyes were on the beautiful young women who sashayed on the stage at the 2023 Miss Navi Mumbai pageant that was recently-held at the Four Points by Sheraton. The 14 contestants who had made it to the final show charmed the judges and the audience in their elegant gowns, but there was one more thing on display – Nikita Jewels’ collections. The Vashi-based retailers were the jewellery partners at the event – a marketing opportunity that worked out very well for their brand.

“The irresistible relationship of fashion and jewellery always fascinates everyone. The Miss Navi Mumbai pageant is a celebration of the best of both industries,” says Chetan Bagrecha, Director, Nikita Jewels, adding, “We had a chance to see the up-and-coming talent of India adorn our jewellery in such a powerful way. We’re very excited to see how these young models go forward in their career and we hope Nikita Jewels continues to be a part of events like these.”

Established in 1998, Nikita Jewels is known for its wide variety of jewellery. For the Miss Navi Mumbai show, they rose to the task of showcasing as much of their range as possible. “Our brand is home to a variety of jewellery and we wanted that to come across at this event. We exhibited our pieces during the first and last rounds since these are the ones that are the most watched and attended,” says Bagrecha, who chose to showcase the brand’s traditional jewellery in the first round, and their diamond selection during the finale. “Since so many women wore our pieces, we were able to display the diversity of our collections,” he says.

Bagrecha seized the opportunity to partner with the pageant because it was a unique way for the brand to connect with a new and captive audience, and has helped build the company’s profile. “At such an elaborate event, we were able to connect with a wider customer base who hadn’t previously heard of our brand. It was a highly exclusive event as well, and many potential customers approached us. We interacted with the community through a medium that could reach them much better than our other resources. It was truly a memorable affair and we hope to participate in many more events like these,” he says.

Retail Jeweller India Exclusive