For the jeweller, the objective was to contribute to a community institution that represents the city’s elite cultural identity and anchor the brand in local tradition
Bareilly: Jewellery retailer Harsahaimal Shiamlal Jewellers (HSJ) recently extended its support to the iconic Bareilly Club ‘May Queen Ball’, one of the city’s longest-running social traditions. The brand aimed to boost community ties through the activity that has become an integral part of the city’s social life over decades.
Held annually at Bareilly Club, the May Queen Ball is a much-awaited fixture in the city’s social calendar, drawing club members, their families and participants from across the region. The club, known for its unique mix of civilian and military membership, has helped shape the event into a platform that celebrates confidence, talent and personal achievement.
Aakriti Anand, Director, Harsahaimal Shiamlal Jewellers, said, “Over time, the May Queen Ball has become a celebration of confidence, individuality and achievement. We look at it as a way of supporting young talent and giving them a platform to showcase their abilities. For us, it was a natural extension of our commitment to the community.”
For HSJ, the association was not driven by product visibility or jewellery promotion. Instead, the retailer viewed the event as an opportunity to contribute to a community institution that has represented the city’s cultural identity for decades.
The one-day event featured the elements typically associated with modern pageants, including talent showcases and participant interactions, while also incorporating activities designed for the wider community. Its format enabled people to come together in celebration of local talent and achievement.
Like many historic institutions in Tier II cities, Bareilly Club continues to serve as a focal point for social interaction and community engagement. Events such as the May Queen Ball help sustain those connections by bringing together multiple generations on a common platform.
High profile community-centred initiatives are increasingly becoming part of jewellery retailers’ broader brand-building strategy. While such engagements may not generate immediate sales opportunities, they help strengthen familiarity, trust and emotional connection among local audiences.
Legacy jewellery brand Harsahaimal Shiamlal Jewellers operates two stores in Lucknow and one store in Bareilly.
Written by Aparna Bhowmick
Retail Jeweller India News
