The brand aims to give people a reason to remember the brand and relate to it, beyond just a purchase
Lucknow: Lala Jugal Kishore Jewellers is taking a slightly different approach to how it presents its collections with its new content series, ‘Untold: The Jewellery With a Secret’. Instead of focusing only on designs or pricing, the brand’s endeavour is to highlight the stories and emotions behind each piece of jewellery.
The series begins with a film on the nose pin, a piece that’s commonly worn but rarely explored in terms of its deeper meaning. By starting here, the brand sets the tone for what it wants to do – talk about jewellery not just as something decorative, but as something connected to culture, traditions and memories. The idea is to make people pause and look at these everyday pieces in a new way.
Tanya Rastogi, Director, Lala Jugal Kishore Jewellers & Jewels of Awadh, explains the thought behind this initiative, saying, “The idea behind ‘Untold’ is to bring forward the hidden stories, traditions and emotions behind jewellery that often go unnoticed. Every piece carries a cultural legacy and a personal memory, and we want people to see jewellery as more than just an accessory.”
What also makes this series work for the brand is that it connects directly to what they offer in-store. The jewellery shown in the films is available for customers to see and buy, which makes the experience more real. Customers might watch a story online, feel connected to the product, and then visit the store to explore that piece further.
The series is being shared across social media platforms and also supported inside stores, helping the brand reach a wider audience. The aim is not just to attract new customers, but also give existing ones a fresh reason to engage with the brand.
Speaking about the response, Rastogi adds, “So far, the response has been positive. People are not just watching the videos but also interacting with them, asking questions, sharing their thoughts and showing interest in the designs featured. This kind of engagement shows that story-telling can make a difference, especially in a category like jewellery where emotions already play a big role.”
Overall, the approach is simple – instead of just selling jewellery, the brand is trying to build a connection through stories. By doing this, it aims to create more meaning around its products and give people a reason to remember and relate to the brand beyond just a purchase.
Legacy jeweller Lala Jugal Kishore Jewellers is known for creating bespoke pieces using traditional techniques, maintaining focus on jewellery rooted in Indian cultural practices while connecting with today’s consumer. The brand operates five stores in Lucknow.
Written by Achal Chaubey
Retail Jeweller India Exclusive
