Maniramji Jewellers ties up with flea market Pop-Up Land to reach out to young customers in Indore

The collaboration was a strategic move in line with Maniramji Jewellers’ long-term goal of modernizing its approach while staying true to its traditional roots. It marked the brand’s re-emergence in the Indore market, where it had limited visibility earlier

Indore: Maniramji Jewellers, a traditional jeweller known for its rich legacy, collaborated with flea market Pop-Up Land to host a successful event aimed at bridging the gap with modern-day customers. At the event, held in Indore, the brand reached out to a younger audience while promoting its expertise in traditional fine jewellery. The initiative also focused on raising awareness about the value of investing in jewellery as a safe and enduring asset.

“We wanted to merge the traditional with the contemporary,” said Atul Soni, Director of Maniramji Jewellers. “By teaming up with Pop-Up Land, we reached a new, younger demographic, many of whom hadn’t previously considered jewellery as an investment option.” This collaboration marked Maniramji Jewellers’ re-emergence in the Indore market, where it had limited visibility prior to the event. By participating in Pop-Up Land, the brand gained significant attention from local customers, including students, newly married couples and young families.

As part of the event, a Lucky Draw contest was organized to drive traffic to Maniramji Jewellers’ showrooms. Participants had to follow the brand on Instagram and submit their details at the event. In return, they stood a chance to win one of 16 prizes, including Rs 51,000 cash as first prize, 20-gram and 5-gram silver coins as well as jewellery. The draw proved to be a success, with more than 2,100 participants, and 16 lucky winners receiving their prizes within a week of the event.

“The Lucky Draw not only increased footfalls at our showroom, but it also enhanced our brand visibility in Indore,” said Kashvi Soni, Creative Director at Maniramji Jewellers. “Personal interaction with the winners and the community created a deeper connection with the brand.”

The success of the event reflected in a significant increase in brand visibility and customer engagement, allowing Maniramji Jewellers to solidify its position in the Indore market. It helped reinforce the brand’s image as a provider of valuable, long-lasting jewellery.

The collaboration with Pop-Up Land was a strategic move that aligned with Maniramji Jewellers’ long-term goals of modernizing its approach while staying true to its traditional roots. The initiative demonstrated how a traditional brand with a rich heritage can innovate and connect with a broader, younger audience, ensuring its continued relevance in today’s competitive market.

Founded in 1938 by Shri Maniram ji Soni, Maniramji Jewellers has two stores in Madhya Pradesh —one located in Dewas and another in the city of Indore.

Written by Achal Chaubey

Retail Jeweller India Exclusive