The experiential event drew strong footfalls and saw conversions despite a market where purchases have become more planned due to rising gold prices
Bengaluru: Zaveri Bros Diamonds & Gold hosted ‘Threads of Gold’, a two-day in-store event, on April 18 and 19, 2026 at its recently launched boutique in Bengaluru, driving both store traffic and sales ahead of Akshaya Tritiya. The initiative, held in association with luxury fashion label Namrata Shenoy, brought together the brand’s jewellery with the latter’s Mysore silk sarees, with existing customers – not models – at the centre of the showcase.
Showcasing jewellery through existing clients added a layer of relatability, making it easier for potential buyers to visualize themselves in the ornaments. It also activated the brand’s existing customer base, turning them into participants who extended the event’s reach through their own networks.
The event recorded high participation and sales across two days, despite a market where purchases have become more planned due to rising gold prices. In the current environment, impulse buying has narrowed to lower ticket sizes, typically within the Rs 20,000 to Rs 1 lakh range, while higher-value purchases are largely pre-planned. By creating an experiential format, the brand was able to keep customers engaged in-store longer, supporting conversions during the event.
Roshni Chetan Hinduja, Director, Zaveri Bros Diamonds & Gold, said, “We wanted to create a format where customers could see how jewellery is actually worn. Featuring our own clients helped build that connection and brought in the right audience.” The pairing of Mysore silk sarees, which include gold zari, with jewellery helped present a complete purchase context, especially for customers shopping for occasions.
From a business perspective, the collaboration supported both brands through direct sales during the event. By focusing on a defined audience segment of women familiar with handloom and occasion wear, the brand was able to drive targeted footfalls rather than relying on broad-based promotions. The initiative also helped Zaveri Bros strengthen its positioning in Bengaluru, where the store has been operational for just a few months.
At a strategic level, such initiatives reflect how jewellery retail is adapting to changing consumer behaviour. With volatility in gold prices influencing purchase decisions, brands are focusing on formats that build engagement and trust. “When you go beyond the transaction and create something that brings people together, it generates interest. This approach helped us engage with clients and also supported sales during the event,” Hinduja stated.
For the brand, ‘Threads of Gold’ functioned as both a sales driver and a visibility tool, converting engagement into transactions, while building a stronger connect with its audience in a new market.
Zaveri Bros Diamonds & Gold currently operates three stores, located at Coimbatore, Gurugram and Bengaluru.
Written by Achal Chaubey
Retail Jeweller India Exclusive
