International Women’s Day: Jewellers celebrate women and their multi-faceted lives with campaigns, social media posts and activities

Jewellery brands from across the country went all out to make their women customers feel special on the occasion, highlighting the importance of this primary customer segment in jewellery retail

Mumbai: Women have always been all-rounders, capable of taking on multiple roles and making independent choices. On March 8, International Women’s Day 2024, jewellery brands paid tribute to women and their multi-faceted lives, through interesting campaigns, social media posts, in-store activities and the launch of special jewellery collections. 

Reliance Jewels seized the moment with its social media contest #AsDynamicAsYou, encouraging participants to share selfies of dynamic women in their lives. By utilizing the hashtag and tagging the brand, participants stand a chance to win exciting prizes. For the occasion, the brand also launched a multi-wear jewellery collection comprising versatile rings and pendants.

GRT Jewellers also organized a social media contest asking participants to share a post, leave a comment, and tag remarkable women who have greatly influenced their lives, reflecting on how these women have contributed to shaping their journey. Additionally, they invited participants to share a dedicated post honouring these influential figures, using the hashtags #MyGoldenWomanShines and #womensday.

Taking women’s empowerment as a theme, MK Jewels’ #createHER campaign sought to spotlight incredible women, not only as creators in their respective fields but also as nurturing forces in their homes and workplaces. The brand also launched a Women’s Day jewellery collection in the presence of social activist and entrepreneur Seema Singh and other inspiring women.

For International Women’s Day, Platinum Guild International spotlighted narratives that honour the strength and individuality of every woman. Their recent Platinum EVARA campaign, #IGotThis, launched in conjunction with the second edition of the Women’s Premier League reflected this aim. “The campaign comprises five dynamic, social-first content pieces, each centred on a doubt Jemimah dispelled with a simple but powerful phrase. Beyond this content, we chronicled Jemimah’s inspiring journey throughout the Women’s Premier League, sharing candid behind-the-scenes moments, practice sessions, and her reflections,” said Vaishali Banerjee, MD, Platinum Guild International (PGI) – India.

Significantly, Gehna Jewellers celebrated Women’s Day at their Gwalior and Jhansi store, by stepping ahead with a green revolution. Apart from the celebratory cake-cutting ceremony, about 35 women employees were gifted potted plants after which the brand’s director gave a speech on women’s empowerment.

REELS MAKE THE DAY

Anmol Jewellers, which champions the idea that modern women are masters of their own identity, had its Instagram reel begin in monochrome, depicting the self-consciousness many women experience in their demeanour. The reel soon transitions to vibrant colours, showing how women embrace confidence in their individuality, free from external influence.

An Instagram reel by PNG Brothers, posted for International Women’s Day, features a model depicting the different eras of Bollywood movies through songs, where the changing jewellery trends are in focus.

Senco Gold & Diamonds’ sub-brand Everlite marked International Women’s Day with a social media reel featuring actor Vidya Balan where she speaks about the trials and tribulations in her career. The brand is encouraging women to step forward and share their own stories of resilience and empowerment through the #EmpoweredWomen campaign.

SILVER BRANDS SHINE 

Meanwhile, You N Me Collection by JGP, the silver jewellery brand by Jagannath Gangaram Pednekar Jewellers, sparked conversations around empowering women through gifting. The brand’s social media campaign, #EmpowerHER, showcased its sterling silver pens as symbols of empowerment, enabling women to script their own narratives.

Silver jewellery brand Touch925 came up with the #SheIsEnough campaign and released a YouTube video that highlights the significance of uplifting and supporting women through their perfections and imperfections alike. The video shows a woman going about her routine chores which is then turned around by the brand’s jewellery which calls for celebrating the uniqueness in every woman, every day.

JEWELLERY FOR THE OCCASION

Chaulaz Heritage Jewellery has highlighted various Women’s Day jewellery collections, especially its polki and real stone jewellery, ideal for gifting. “Our USP lies solely in innovation and a fresh set of designs in Basra pearl jewellery. Our Rose Collection transcends all age groups with each piece highlighting rich tradition, modern elegance, adorning designs, and gratifying hues,” said Chaula Patel, Founder Chaulaz Heritage Jewellery.

Antara Gold & Diamonds promoted its Titli Collection for women which has been crafted with gemstones such as tanzanite, blue agate, aventurine, rose quartz, opal and rubellite set in gold. Comprising a combination of statement cocktail rings, necklaces and bracelets, the brand is urging women to embrace their femininity with charm and grace.

Written by Aparna Bhowmick

Retail Jeweller India Exclusive