The initiative forms part of the retailer’s long-term strategy to build deeper consumer connections through influencer marketing
Nashik: Jakhura Jewellers recently launched an ‘influencer reel tournament’, inviting content creators to produce authentic, brand-focused content for its network of stores. The initiative aims to strengthen digital engagement while providing creators with a platform to showcase the brand through their own story-telling styles.
According to Altaf Hanif Jakhura, Founder and Proprietor, Jakhura Jewellers, the concept emerged from a desire to bridge the brand’s rich heritage with contemporary digital marketing. “The idea came from my belief that jewellery today goes beyond the product—it is about stories, emotions and experiences,” said Jakhura. “I wanted to create a platform where talented creators could promote our brand through their own authentic voice.”
To encourage originality, the retailer assigned a distinct content theme to each of its three stores, while its diverse jewellery collections gave participants the flexibility to create content tailored to their audiences and creative strengths.
The tournament was designed to balance creativity with fairness and ran for a month-and-a-half. It featured prizes valued at Rs 1,51,000, Rs 1,01,000, and Rs 51,000 for the top performers. Submissions were evaluated based on originality, engagement quality, brand alignment, and authenticity, with safeguards in place to prevent fakes. The brand also closely monitored the tournament throughout to ensure genuine performance and consistency with its core values.
For Jakhura Jewellers, the initiative proved to be far more than a visibility campaign. It enabled the brand to connect with a younger, digitally engaged audience while remaining aligned with its long-standing values. “The influencer reel tournament has been a very rewarding initiative for Jakhura Jewellers. It helped us connect with a younger and more digitally engaged audience while staying true to our core values of trust and craftsmanship,” Jakhura said.
The campaign also expanded the retailer’s reach across a diverse network of creator communities, increasing visibility across multiple digital platforms and fostering stronger audience engagement. As Nabeela Shaikh, Marketing Manager, Jakhura Jewellers, noted, “Connecting with content creators helped us get visibility on various prominent platforms, while also making consumers feel more connected to the brand through creator-driven storytelling.”
The broad spectrum of content generated during the competition – from comedy to informational to inspirational – helped spark curiosity around the brand and encouraged deeper engagement among audiences.
Importantly, Jakhura Jewellers measured the campaign’s success using business-focused metrics beyond just social media reach. The retailer tracked customer enquiries, purchase intent, in-store footfalls, audience engagement quality and overall brand sentiment.
“The goal is to measure real impact on brand trust and customer behaviour, not just digital visibility,” said Shaikh.
Although launched as a pilot project, the tournament forms part of a broader strategy to integrate influencer-led collaborations into Jakhura Jewellers’ future growth plans. Looking ahead, the brand sees great potential for seasonal influencer campaigns, collection-specific collaborations, long-term brand ambassador programmes, and the development of a creator community aligned with the company’s values.
As jewellery retailers continue to seek innovative ways to engage digitally savvy consumers, Jakhura Jewellers’ influencer reel tournament demonstrates how relatable creator-led content can drive stronger brand affinity, authentic consumer engagement, and measurable business outcomes.
“This tournament reinforced that Jakhura Jewellers is not just evolving with the times, but actively shaping how modern jewellery brands engage with their communities,” said Jakhura.
Jakhura Jewellers currently operates three stores across Nashik, Maharashtra.
Written by Zara Fernandes
Retail Jeweller India Exclusive
