For Sham Jewellers, excitement mounts as 9th edition of Diwali Shopping Fest inches towards Dec 15 draw date

The volume of the contest is considerably large for a single-store retailer, as even customers who make small ticket purchases can win big, with a grand prize of a Honda City, the other prizes being scooters, high-end phones and tech gadgets

Chandigarh: Sham Jewellers is hosting its annual Diwali Shopping Festival, which is in its 9th edition this year. Says Arshdeep Kaur, CEO, Sham Jewellers, “This year’s festival promises to be bigger and better, offering shoppers an array of prizes. The give-away has become an annual ritual for the brand as it holds the contest diligently each year.”

Even customers who make small ticket purchases will have the opportunity to win big, with a grand prize of a Honda City, along with six Honda Amaze cars, 10 Honda Activa scooters, and a selection of tech gadgets, including 10 iPhone 14s, 10 iPads, 10 MiTVs, and 10 HP laptops. Purchase of any gold/diamond jewellery with a valuation of over Rs10,000 would qualify a customer for the draw. The brand has been pro-active in its effort to promote this initiative in order to boost festive sales.

Talking to The Retail Jeweller India, Arshdeep Kaur, CEO, Sham Jewellers, Chandigarh, says the shopping festival is designed to ensure inclusivity and give all customers a fair chance at winning substantial prizes. She explains that the low-ticket size to qualify is intentional, aimed at allowing a diverse range of shoppers to join in on the festivities. “We want to target a broad audience, making sure every customer feels valued and has the opportunity to win big,” she states.

The campaign has garnered significant excitement since its launch on September 15. Kaur reveals that many shoppers started enquiring about the contest as early as July or August, underscoring the anticipation surrounding the event. “Customers actually come to the store and want to know the festival launch date, the schemes we will launch, etc. They’re so excited about it. So we can’t help but bring the festival back,” says Kaur, adding that the initiative has been a great success for the brand year after year.

According to Kaur, this year’s response has been particularly positive, with customers returning in droves, armed with stacks of coupons earned through purchase of jewellery. The draw process emphasizes transparency, with all coupons placed in an electronic drum. The winners will be selected by a randomly chosen audience member during a live event slated for December 15. This year’s gathering is expected to attract a large crowd, enhancing the sense of community and celebration. Kaur adds that the whole event will receive coverage on their social media handle for the benefit of those attending remotely. This practice has been adopted by the brand to manage crowds, as over 1,000 customers attended the event last year.

Kaur notes that participation and enthusiasm have only grown over the years. “It’s all about customers. The draw date is set for December 15, giving participants ample time to engage in the contest and heighten the overall excitement,” she remarks.

Founded in 1990, Sham Jewellers has a single showroom in Chandigarh. It offers a wide selection of jewellery, including simple gold bangles and elaborate wedding pieces.

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