The initiative generated conversations around women’s jewellery-buying experiences while forging stronger connections with the brand
Nagpur: Karan Kothari Jewellers recently launched a campaign titled ‘Her Heirloom Stories’ to mark International Women’s Day, highlighting the journeys of women customers and their connection with jewellery purchase. The initiative focused on sharing personal stories of women across the brand’s platforms while encouraging conversations around their experiences and achievements.
Pradeep Kothari, Owner, Karan Kothari Jewellers, said, “This is a campaign that we started especially to empower women. Many of our women clients tell us their stories and explain what it is like to be a woman and the experiences they go through in their daily lives. These small stories and how they relate to buying jewellery formed the concept of this campaign.”
The brand put out a series of videos featuring women customers, with eight stories shared over eight days leading up to International Women’s Day. Each story highlighted how women view jewellery as part of their personal journeys.
The initiative was also linked with the brand’s focus on supporting women through business opportunities. The company runs programmes that allow women to run a jewellery business from home with support from the brand’s systems and sales teams.
Kothari added, “We wanted to showcase the journeys and perspectives of our women customers. They understand jewellery as an investment and make many of the decisions when it comes to purchasing gold, diamonds and silver. Through this campaign, we wanted to share their stories and inspire others.”
The campaign has seen participation from customers across the brand’s stores, with several women volunteering to share their stories. According to the brand, the initiative has encouraged engagement across its outlets while strengthening connections with its customer base.
Karan Kothari Jewellers operates seven stores across Nagpur, Amravati, Chandrapur and Yavatmal, and also has offices in Mumbai.
Written by Achal Chaubey
Retail Jeweller India Exclusive
