At ICBI’s Calcutta Charms event, the brand showcased its high-value bridal sets before a curated influential audience, using members of the business consortium as models. Supported by Print and OOH advertising, the jeweller saw increased footfalls and sale of some showcased pieces in under a week
Kolkata: Diwansons Jewellers took a sharply focused route to brand visibility recently by participating in the International Chamber of Business & Industry (ICBI)’s exclusive ‘Calcutta Charms’ event. The event became a platform for the jewellery house to showcase its latest bridal collection to a highly curated, invite-only audience of high-net-worth individuals in a closed environment. For the jeweller, the move resulted in strategic success as it saw increased footfalls and sale of the showcased pieces in under a week.
“Our brand is well-known, but not everyone is aware of the kind of high-value, contemporary bridal jewellery we offer,” says Rozelle Diwan, Director, Diwansons Jewellers. “The idea was to bridge that awareness gap in a controlled, credible setting where people could experience the jewellery firsthand.”
Instead of relying on traditional models, the brand made a deliberate choice to use ICBI’s member network itself as models for a live ramp show. The participating women—many of whom potential customers—wore Diwansons’ designs while walking the ramp. This hands-on engagement allowed the brand to subtly influence peer perception, creating genuine word-of-mouth interest and social credibility.
The curated pieces displayed were all in the Rs 15–20 lakh range, comprising modern-meets-traditional bridal jewellery: diamond danglers, Polki earrings, gold chokers, and detachable sets tailored for the upcoming wedding season. “We knew small sets wouldn’t create the visual impact we were aiming for,” Diwan explained. “The idea was to showcase versatility—from full bridal grandeur to lightweight modern elegance.”
The campaign extended beyond the event itself. A live content relay via Instagram stories, reels, and in-house photography ensured real-time digital visibility. The brand also ran print advertisements in The Telegraph and executed outdoor campaigns across Kolkata. “We combined personal outreach with traditional media to ensure that even those who weren’t at the event got a window into our presence,” Diwan added.
The return on investment was immediate. Within a week of the ramp show, Diwansons closed sales for some of the showcased pieces. One was purchased by a loyal client who saw her set modelled at the event; others expressed renewed interest after witnessing the jewellery styled in real-time. “Jewellery has to be seen worn to be truly appreciated. That’s something static display or even Instagram can’t always deliver,” observed Diwan.
While digital engagement continues to be a priority, the jeweller is clear that curated, exclusive offline experiences will remain a part of Diwansons’ outreach strategy, especially for collections that demand physical presence and close-up detail. The association with ICBI gave the brand both visibility and credibility in a high-trust environment, especially among new potential customers who previously hadn’t visited the store.
“Being visible on such platforms creates more than brand recall,” noted Diwan. “It builds social validation, which is critical in our category. Word-of-mouth works strongest when it’s backed by experience.”
Diwansons Jewellers entered the jewellery business in 1955, and operates out of its flagship showroom at Park Street in Kolkata.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
