The brand enabled guests to experience its jewellery through events such as book club meet-ups and sip-and-paint evenings
Amritsar: Maliram Jewellers recently hosted the first edition of ‘Maliram Vows’, an initiative comprising intimate gatherings in Amritsar and Jalandhar, to engage with its audiences. Designed aslifestyle events, the gatherings enabled guests to interact with the brand in a more personal setting, and positioned its jewellery as an essential part of life’s milestones.
Speaking about the inspiration behind the initiative, Suhail Kedia, Director of Maliram Jewellers, said, “With Maliram Vows, our idea was to go beyond jewellery and create experiences that truly connect with people. Initiatives like book club meet-ups and sip-and-paint evenings in Amritsar and Jalandhar were inspired by our belief that jewellery is part of life’s most meaningful moments.”
The gatherings offered an interactive platform where the brand’s bridal and festive collections were integrated into the setting. Guests could try and style pieces, making jewellery a natural extension of the event. This immersive approach helped the brand demonstrate its craftsmanship while allowing participants to connect with jewellery in a relaxed environment.
The audience mix was diverse, with a strong presence of young professionals, brides-to-be, and families in the 25-45 age group, along with older people. “It was encouraging to see multiple generations engaging with jewellery together, which reinforced Maliram Vows as something that resonates across age groups,” said Kedia.
“The focus of Maliram Vows was a blend of building community, offering an immersive brand experience, and showcasing jewellery in a fresh, interactive way,” added Kedia. “It allowed guests to connect with our collections more personally, making the experience both meaningful and memorable.”
The initiative recorded strong participation and customer interest, with significant footfalls across both cities. Participation exceeded the jeweller’s expectations, with guests spending more time at the events than anticipated. However, rather than focusing only on numbers, the brand valued the quality of engagement, which gave it confidence to continue Maliram Vows as a recurring initiative.
Maliram Vows was hosted both in-store and at select external venues, giving participants a mix of intimate brand-led charm and fresh, curated settings. Beyond immediate engagement, the events also drew new patrons to the brand, translating into conversions and reinforcing MaliramJewellers’ position in the market.
Looking ahead, MaliramJewellers plans to expand Maliram Vows into a recurring initiative with new themes and experiences, continuing to celebrate jewellery as part of life’s meaningful moments while connecting with a wider community.
Through Maliram Vows, the brand is ensuring that its collections remain closely tied to the celebrations and moments that define people’s lives.
Maliram Jewellers began with a single store in Guru Bazaar, Amritsar, in 1952 and has since expanded to three stores.
Written by Achal Chaubey
Retail Jeweller India Exclusive
