The brand’s strategy is to align the launch of each new jewellery line with prominent events, to ensure it receives attention from a wide customer base. The collaboration with Shreepa by Hansa Rathore resulted in increased footfalls and actual conversions post the event
Jaipur: JKJ Jewellers recently collaborated with Shreepa by Hansa Rathore, a handcrafted designer Rajputi attire and sarees brand, to participate in a cultural event that brought together fashion, jewellery and traditional identity. The collaboration focused on showcasing traditional jewellery styles including Polki, Rajputi and Kundan Meena pieces, aligning with the theme of the evening centred around heritage wear.
The brand launched a new jewellery collection at the event, though the collection was not made specifically for the occasion. According to the brand, each piece took 25 to 30 days to craft and was entirely handcrafted without the use of machines. By presenting this new work at a high-visibility event, the brand reinforced its presence in a culturally rooted and design-conscious space.
According to Krishna Mausun, Director, JKJ Jewellers, “The main objective of this collaboration was branding, customer attraction and generating footfalls. The platform gave us the right audience for our jewellery offering, and we have seen engagement beyond the event as well.”
The collaboration helped the brand strengthen its image among audiences interested in traditional wear. The event was attended by followers of the design house, jewellery buyers and invited guests, offering the brand a chance to communicate its design capabilities in an immersive environment.
JKJ Jewellers reported a post-event footfall increase of around 20–25%. The event also drove demand for Polki sets, Rajputi pieces and other traditional jewellery articles. Though sales were not immediate, enquiries and product trials translated into business in the following weeks. The brand estimates a 30% conversion rate from this activity.
Speaking on the outcomes, Mausun said, “We did not expect immediate sales but focused on visibility and lead generation. The event helped us connect with customers who have now returned with specific demands. These engagements open up longer-term relationships for us.”
The collaboration also fits into JKJ Jewellers’ ongoing strategy of launching new collections every two months. By aligning each new launch with high-visibility events, the brand ensures that the jewellery line receives attention from a wide customer base. The approach is rooted in experience-led marketing, where potential buyers interact with the product in a lifestyle context.
Established in 1868 in the small town of Ratangarh, the eight-generation-old legacy brand JKJ Jewellers has a rich history. In 1983, the brand began exporting traditional Rajasthani jewellery to the UAE and other countries. The first JKJ store was opened in 1996 on M I Road, Jaipur and today, the brand operates four stores across the same city.
Written by Achal Chaubey
Retail Jeweller India Exclusive
