Kashi Jewellers and Amiraah Designs collaborate for Mehfil-e-Lucknow jewellery showcase

The combined skills, expertise and social media presence of both brands generated great visibility and cross-outreach. Kashi Jewellers displayed jewellery pieces in a versatile price range

Lucknow: Kanpur-based Kashi Jewellers recently collaborated with Amiraah Designs, a regional designer label, for ‘Mehfil-e-Lucknow.’ The one-day event, held at Hyatt Regency, Lucknow, enabled the two brands to showcase their best collections for a new potential customer demographic.

Commenting on how the brand conceptualized its presence in ‘Mehfil-e-Lucknow’ on the back of a strong regional legacy, Shreyansh Kapoor, Vice President, Kashi Jewellers, said, “We saw a good opportunity to cater to a new diasporic clientele in Lucknow. Since the city is close to our home base of Kanpur, we also wanted our existing customer base to be able to travel comfortably to the event.”

Brand goodwill as well as a powerful combination of skills, expertise, and social media presence of Kashi Jewellers and Amiraah Designs generated greater visibility and cross-outreach. “Being a fashion × jewellery event, we hoped to attract some new faces and introduce them to our brand. We were the only jewellery partner and we believed partnering with Amiraah would help gain greater traction for solo jewellery shows in future,” Kapoor added.

Kashi Jewellers extended Amiraah Designs’ annual ‘Diwali edit’ festival and added a twist of its own with ‘Jashn-e-Kashi’ within Lucknow’s ‘mehfil’ – in keeping with the celebratory mood of the festive season. The brand did not launch any special festive-themed collection in Lucknow but showcased a versatile range of jewellery priced Rs 20,000 – Rs 5 lakh. Kapoor explained how a line of youth-centric jewellery was curated for the event to appeal to a vast demographic. “We mainly made Kashi’s rings, bracelets, earrings and pendants available for browsing and sale – these are items which are easy to pick up, try on and attract younger generations. We displayed gold, kundan and polki jewellery, ensuring that each piece was hallmarked, precious and also affordable,” he added.

The jewellery showcase at the exhibition was divided into two areas. The first was an open browsing area where visitors could freely explore collections. The second area was a private meeting space designed for one-on-one client interactions and ensured a more intimate and personalized experience for serious buyers. “This set-up allowed us to cater to clients who needed personalized guidance and time to make higher-value jewellery purchases,” Kapoor explained.

While the event helped Kashi Jewellers gain experience in the distinctive atmosphere of an umbrella exhibition with several brands, it intends to shift focus on curating its own shows for patrons. For the brand, collaborating with a fashion label was more of a PR and marketing experiment in anticipation of a potential expansion to Lucknow in future, and visible results from this showcase include brand recall and increased footfalls to their home base in Kanpur.

Kashi Jewellers has been a pioneer in heritage jewellery in Kanpur since 1955. With a 68-year history and close-knit affinities with Nawabi lineage and culture in Uttar Pradesh, the brand has built authoritative regional patronage and innovated across multiple jewellery spectrums – including designing the crown for Miss Vietnam and featuring pieces in Rolls Royce’s yearbooks.

Written by Harshita Kale

Retail Jeweller India Exclusive