With the core idea that jewellery should resonate with the person who wears it, the campaign increased engagement both online and offline for Gehna, with more first-time jewellery buyers opting for wearable gold in the run-up to the Akshaya Tritiya festival
Chennai: In the days preceding Akshaya Tritiya, jewellery retailer Gehna launched its campaign ‘Gold Your Way’, encouraging customers to see gold not just as an investment but as an extension of personal identity. It represented a departure from traditional gold-buying patterns, inviting consumers to choose jewellery that spoke of their individual stories, not just their bank balances.
“We’ve always believed that jewellery is deeply personal,” says Vineeth Samdaria, Co-Founder, Gehna. “This Akshaya Tritiya, we wanted to honour that by giving our customers gold that truly feels like their own.”
At the core of the campaign lies the idea that gold should resonate with the person who wears it. Rather than defaulting to generic purchases like coins or bulk items intended for safe-keeping, Gehna’s collection focuses on versatile, handcrafted pieces that blend design with wearability.
“We wanted to move away from the traditional notion of gold as just a financial investment,” Samdaria notes. “Akshaya Tritiya is about prosperity, and we believe that should include jewellery women can actually wear and connect with.”
The campaign specifically targets women between the ages of 28 and 45 — a demographic increasingly drawn to expressive and everyday jewellery. This group is shifting away from heirloom-style pieces and looking for jewellery that aligns with their own lifestyle and sense of self.
“To ensure the message resonated, we leaned into story-telling,” says Samdaria. “From Instagram to WhatsApp, every touch-point was designed to say, ‘This gold is for you, not for the locker.’”
Customer response has been encouraging. Gehna has seen increased engagement across both digital and physical touch-points, with a rise in first-time jewellery buyers opting for wearable gold during the festival.
“These are customers who usually buy gold coins offline,” explains Samdaria. “This year, they took the plunge and chose their first jewellery piece online.”
The campaign has also driven stronger performance across key metrics — including wishlist additions, click-throughs and repeat purchases — positioning Gehna as a relevant, design-focused brand for modern jewellery buyers.
The initiative was promoted through a mix of digital channels, including Meta and Google Ads, along with curated in-store experiences. The result has been a deeper connection with the brand and a shift in how Akshaya Tritiya is celebrated — with gold that is chosen and worn, not stored.
Gehna was founded in Chennai in 1996 by Sunith Samdaria, who set up the jewellery design studio in the city. Today, the brand operates a single store in Chennai.
Written by Achal Chaubey
Retail Jeweller India Exclusive
