JGP Jewellers holds Men’s Jewellery Festival armed with intuitive influencer engagement and in-store branding 

The festival aimed to redefine men’s jewellery by offering contemporary as well as traditional jewellery pieces for different occasions 

Mumbai: Men’s jewellery has been an emerging category in recent years, gaining popularity as more men seek to express their personal style through accessories. Recognizing this trend, Jagannath Gangaram Pednekar Jewellers decided to host the Men’s Jewellery Festival at their store, taking a deep dive into the jewellery needs and preferences of their customer base of men. 

This initiative was also driven by an insight, which revealed a notable gap in the market for men’s jewellery. Hence, the festival was an extensive, month-long campaign throughout June, aimed at catering to the growing demand for men’s jewellery. During the festival, the store featured a variety of men’s jewellery ranges, which is often a limitation across the industry. The collections also included gold designs incorporating American diamonds and natural diamonds. 

“The board members of the company are closely connected to the customers and our managing directors remain present at the store to understand the latest jewellery trends and what customers want. We have realised that though most of the shopping is done for women, men’s jewellery is not discussed very often,” said Anand Pednekar, Director, Jagannath Gangaram Pednekar Jewellers. 

By hosting the Men’s Jewellery Festival, Jagannath Gangaram Pednekar Jewellers aimed to address the specific needs of their clientele, noting that bracelets, chains and rings were popular categories in jewellery purchase. However, bracelets and chains were categorised under big-ticket purchases. The festival aimed to redefine men’s jewellery by offering contemporary as well as traditional jewellery pieces for different occasions. 

The Men’s Jewellery Festival also coincided with Father’s Day during the same month, which the jewellery industry is seeing as a growing opportunity for promoting and retailing men’s jewellery. The occasion impacted the brand’s sales considerably, especially when this occasion is becoming apt for self-purchase and gifting. To ensure maximum impact, the brand went big on the promotions.  

“We collaborated with small-scale influencers but made sure that they were from different backgrounds. This was meant to make the campaign versatile and ensure that we could reach a diverse consumer base. We also opted for regular social media promotions apart from the influencer promotions,” said Pednekar. 

Since the jewellery festival was held at the brand’s showroom, in-store branding also played an important role in the promotions. However, given the lean months during the monsoon, Pednekar said that the brand opted out of other forms of visual advertising such as outdoor ads.   

As such, for the brand, men’s jewellery is a thriving category and has takers during the rest of the year, mainly due to its prominent presence and display at the store. The jeweller reported that the duration of the campaign over the month aided in increasing customer inquiries and sales to a certain extent. “This was the first year that we had this festival and introduced it in our showroom. As a first-time initiative, we had new walk-ins. When compared with the previous year’s sales during the same month, there was a decent increase in numbers,” he concluded. 

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive