Kashi Jewellers champions social inclusion through strategic FICCI FLO partnership

The heritage jeweller has partnered with the women’s business organisation to showcase inclusive fashion and drive community engagement in Kanpur

Kanpur: Kashi Jewellers has demonstrated the power of strategic collaboration through its partnership with FICCI FLO, culminating in ‘Dharovar’, an innovative fashion show that merged cultural celebration with social empowerment. The event, a first of its kind in Kanpur, showcased the brand’s commitment to community engagement whilst driving commercial success.

“The fashion show served as a platform to celebrate India’s diverse talents, featuring designers from Jammu and Kashmir to Varanasi, alongside 72 exquisite pieces of jewellery designed and crafted by Kashi Jewellers,” says Shreyansh Kapoor, CEO of Kashi Jewellers. The event attracted over 400 women and garnered significant media attention, marking a milestone in the brand’s community outreach efforts.

The initiative transcended traditional marketing boundaries by incorporating social inclusion at its core. “We were honoured to have differently-abled individuals walk the ramp wearing our jewellery, showcasing their talent and determination. This was not just an event; it was a movement to support and empower these remarkable individuals,” emphasises Kapoor.

This approach aligns perfectly with Kashi Jewellers’ demographic focus, targeting women aged 25 to 70, who constitute 95 per cent of their customer base. The collaboration offered a unique platform to connect with both existing and potential customers through authentic representation. Kapoor notes, “Seeing real women, not just models, showcasing our jewellery made a significant impact. We received numerous inquiries post-show, translating into sales.”

The event’s success is already evident in increased customer engagement and sales enquiries. “While it is still a work in progress, we have already seen some pieces sell following the ramp walk,” reveals Kapoor. With the approaching Diwali season, the brand anticipates strong sales figures, building on the momentum generated by the event.

The showcase successfully highlighted Kashi Jewellers’ diverse portfolio, spanning traditional gold and diamond pieces to heritage designs like Kundan and Polki. “Our participation in Dharovar allowed us to highlight the rich cultural tapestry of India through jewellery that complements the traditional attire of various regions,” explains Kapoor.

Looking ahead, Kashi Jewellers plans to strengthen its partnership with FICCI FLO through additional community initiatives. Kapoor shares, “We are excited about upcoming initiatives that will deepen our connection with the community, especially with underprivileged girls. Our goal is to inspire and empower through our work.”

The strategic timing of this collaboration, coinciding with the festive season, has positioned Kashi Jewellers advantageously in the market. “Women love to shop during this season, and our partnership has created a beautiful synergy of jewellery and fashion that resonates with their desires,” observes Kapoor.

Through this innovative partnership, Kashi Jewellers has successfully demonstrated how combining commercial objectives with social responsibility can yield significant results. The initiative not only strengthens the brand’s position in Kanpur’s jewellery market but also establishes a new benchmark for community engagement in the luxury retail sector.

Written by Achal Chaubey

Retail Jeweller India Exclusive