The target audience covered two segments: younger, fashion-focused consumers who follow trends, and established customers who recognize the brand’s presence on national platforms
Bhubaneswar: Khimji Jewellers recently partnered with Times Fashion Week Bhubaneswar, aiming to expand its visibility before a fashion-conscious audience. The initiative marks a shift from showroom-led communication to a format that places the brand within contemporary fashion conversations.
According to the brand, the collaboration offered a platform to position its jewellery within a modern style environment while retaining its identity built over 90 years in Odisha. Commenting on the intention behind the partnership, Sumeet Khimji, Director, Khimji Jewellers, said, “Our idea was to transition our legacy from the showroom to the runway. The association allowed us to present our jewellery as fashion-led pieces for a new audience while maintaining continuity with our long-standing customers.”
For the showcase, the jewellery was curated as thematic sets rather than isolated pieces. The approach focused on silhouettes, movement and visual impact. The brand introduced a dedicated runway capsule featuring statement necklaces, chandelier earrings and structured cuffs. These were combined with eminent designers’ collections to create integrated presentations rather than standalone styling.
The target audience covered two segments: younger, fashion-focused consumers who follow trends, and established customers who recognize the brand’s presence on national platforms. The brand garnered increased digital engagement, wider social media reach and new enquiries driven by the visibility of the runway showcase.
The collaboration resulted in high visibility across Times Group channels and regional media. The brand reported an increase in store enquiries, particularly for designs similar to those presented during the event. A rise in footfalls, especially of younger customers, was also noted. These visitors frequently referenced the Fashion Week showcase when exploring new designs or discussing custom pieces.
Discussing the early impact, Khimji said, “The association helped us widen our reach and build conversations with new and existing audiences. Interest generated by the runway pieces has led to more store interactions and enquiries.”
The brand plans to expand this strategy through future fashion-led partnerships, capsule collections with designers and continued focus on fashion-oriented initiatives within its marketing activity.
Khimji Jewellers is headquartered in Bhubaneswar, and currently operates 10 stores across Odisha, including four in the capital city itself.
Written by Achal Chaubey
Retail Jeweller India Exclusive
