The ‘Kumari Love Squad’ video showcases diverse facets of love that can exist between people, and even love for pets
Mumbai: Ahead of Valentine’s Day, Kumari Fine Jewellery has launched a campaign titled ‘Kumari Love Squad’, redefining the occasion beyond conventional romantic relationships. With innovation and a disruptive approach to marketing, the brand aims to highlight the essence of love in all its forms—not just between couples but among family, friends and even pets.
“Valentine’s Day has evolved into a widely celebrated occasion, and every brand approaches it differently,” said Vikas Kataria, Managing Director, Kumari Fine Jewellery. “At Kumari, we wanted to take it beyond just romance and create a celebration of bonding, togetherness and deep emotional connections.”
The campaign is centred around a heart-warming video that showcases diverse relationships. It features people talking about their friends, grandparents, and even pets, emphasizing that love is not confined to romantic partners. “When we conceptualized the video, we decided to make it larger than life,” Kataria added. “We wanted to show that love extends beyond romance to every meaningful relationship.”
Alongside the campaign, Kumari Fine Jewellery introduced its curated ‘Make Love Mean More’ Valentine’s Day Edit 2025, featuring 18 exclusive designs, including pendants, charms, earrings and rings. The collection offers luxury at an affordable price, with distinctive colours and stones that set it apart from other market offerings. “The market is full of generic Valentine’s Day products,” remarked Amit Bandi, Chief Executive Officer, Kumari Fine Jewellery. “We wanted to bring out something unique and meaningful. Our 18 exclusive designs reflect this vision.”
To promote this campaign, the brand has launched an extensive digital outreach across Meta, Google and other platforms. The objective is to engage customers emotionally and encourage them to rethink Valentine’s Day as an opportunity to express love to all those who matter in their lives. “We are leveraging digital platforms to spread this philosophy and reach as many people as possible,” Kataria noted. “Why should Valentine’s Day be limited to just romantic partners when we have so many other valuable relationships in our lives?”
The campaign has already yielded significant results. “We’ve seen a tremendous response,” Bandi shared. “Footfalls in our stores have increased from an average of 5-6 customers a day to 18-20, and our web traffic now averages 8,000 to 10,000 visits daily.”
Beyond boosting sales, the campaign aligns with the jeweller’s broader philosophy of challenging conventional norms and building meaningful connections. Last year, the brand had launched the ‘Museum of Bad Gifts’ campaign, questioning the value of thoughtless gifting. “We always aim to bring innovation and fresh perspectives to the jewellery industry,” declared Bandi.
As Valentine’s Day approaches, Kumari Fine Jewellery is optimistic about the campaign’s impact. “Our goal is to inspire people to celebrate love in all its forms,” Kataria commented. “Whether it’s with a friend, a sibling or a pet, love deserves to be honoured and cherished. We hope to spread this message far and wide.”
With its thoughtful messaging and innovative approach, the ‘Kumari Love Squad’ campaign is set to redefine how people perceive and celebrate Valentine’s Day, making it more inclusive.
Kumari Fine Jewellery retailed its products online before launching its first physical showroom in Mumbai’s Kala Ghoda in October 2024. The brand aims to open 5-6 stores in the city within the next 8-10 months, before moving its focus to other metro and semi-metro cities across the country.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
