The event created high visibility for the brand, and resulted in high footfalls and sales. Media coverage extended reach beyond the event
Kannur: Meralda Jewels recently had a large-scale celebration in Kannur, featuring a live performance by musician and social media influencer Hanan Shaah at its showroom. The event, marking the brand’s third anniversary, attracted thousands of people to the showroom, bringing together customers, well-wishers and fans, and the crowd even spilled out into the surrounding streets. It created high visibility for the brand, and opportunity for direct engagement with new and existing customers.
The celebration led to a notable increase in store traffic. Speaking about the event, Labeeb Nelliyott, Director, Meralda Jewels, said, “When we announced Hanan Shaah’s name, people were curious to come and visit the store. By associating with him, we achieved deeper market penetration, and it reflected in sales immediately. We saw strong walk-ins for days together, including many first-time visitors.”
The crowd outside the showroom was so large that the local police department intervened to manage traffic and eventually requested the organizers to stop the programme, said Nelliyott. Inside the showroom, invited customers were able to meet the artiste and participate in the event.
Nelliyott added, “The entire team is happy with the outcome. This anniversary helped us engage with a new audience and build connections with people who had not interacted with Meralda before.” Footfalls during and after the event reportedly increased by over 50%.
The high turnout created opportunities for staff to engage directly with attendees, introducing them to the brand’s collections and educating them about store offerings. Media coverage extended the reach beyond the event, reinforcing brand visibility. The combination of live entertainment and retail interaction also strengthened customer loyalty, encouraging repeat visits and potential referrals. Overall, the event enhanced the brand’s market presence, generated immediate footfalls, while supporting long-term engagement with a wider audience.
Abdul Jaleel Edathil launched Meralda Jewels in 2018. The brand currently operates six stores – three located at Kozhikode, Kochi and Kannur in Kerala, one in Karnataka’s Mangaluru, and two in Dubai.
Written by Achal Chaubey
Retail Jeweller India Exclusive
