The initiative was planned to create a reason for families to visit KevaBox stores together. While children took part in the painting competition, parents explored the store, viewed collections and engaged with the brand
Mengaluru: Jewellery retailer KevaBox recently conducted its ‘Jewels of Kids’ painting competition across all its stores as part of a week-long in-store initiative designed to engage families and increase footfalls. The activity ran alongside the brand’s annual ‘Jewels of Kids’ jewellery showcase, which focuses on jewellery made for children.
The competition was open to all children who registered in advance. Registrations were initiated before the campaign period in mid-November, so that participating children could be invited to visit KevaBox stores. The competition was structured according to age groups, with children allotted specific time slots, to ensure smooth execution within store premises. While more than 500 entries were received across locations, around 300 children could actually participate in the contest due to scheduling constraints.
The initiative was planned to create a reason for families to visit KevaBox stores together. While children took part in the painting competition, parents explored the store, viewed collections and interacted with staff. According to the brand, this dual engagement translated into high store activity and sales during the campaign period.
Speaking on the intent behind the initiative, Dilshad Mohammad, Founder and CEO, KevaBox, said, “With ‘Jewels of Kids’, we wanted to give children an opportunity to participate in an activity beyond screens and at the same time create a reason for families to visit our stores. It works both ways: kids get a platform and we see business coming in.”
The campaign ran for 10 days across all six KevaBox stores. During this period, the brand recorded a 25% increase in footfalls and sales, said Mohammad. The initiative also supported visibility for KevaBox’s newer markets, including Kochi and Kozhikode, where stores were opened earlier this year. The activity was promoted through publicity at malls, which helped the brand collect new customer registrations.
Mohammad added that the response from parents played a key role in the campaign’s outcome. “Parents today are looking for ways to engage children in activities like art or culture. When they see something like this in a store environment, they are willing to participate and spend time with the brand,” he said.
By combining a kids-focused activity with a product-led showcase, KevaBox made the ‘Jewels of Kids’ initiative a tool to increase store visits, engage new customers and support sales, while continuing its annual focus on jewellery for younger consumers.
Kevabox is a modernistic initiative by City Gold and Diamonds, which has a legacy spanning over 25 years in Kerala and Karnataka. The brand currently runs six stores.
Written by Achal Chaubey
Retail Jeweller India Exclusive
