Since the series began, the brand has reported increased engagement on Instagram, higher customer enquiries and more footfalls at its store, including visitors from other cities
Mumbai: Mehta Emporium Jewellers has launched a podcast series aimed at creating a space where real stories connect with jewellery, while providing customers with practical insights about diamonds, gemstones and jewellery trends. The initiative is intended to engage existing clients, reach new audiences, and build stronger connections through relatable conversations.
Explaining the idea behind the launch, Nakshatra Mehta, Director, Mehta Emporium Jewellers, said, “The main reason why we actually started this was to pass on real information and burst myths in clients’ minds. A client relates better when questions are asked and answered in a conversational format, and that was the primary objective of us starting this podcast series.”
The first test episodes received a strong response, with over 2,00,000 views, prompting the brand to commit to future editions. Targeted primarily at audiences in the 22-45 age group, the series will cover topics such as natural and lab-grown diamonds, jewellery styling, and customer experiences. It will also bring in stylists, industry voices, potential customers and influencers in future episodes to expand reach.
On how the series benefits the brand, Mehta said, “Clients feel that they relate to real-life stories and real people talking about your brand more than a paid advertisement. Just like reviews, we all trust authentic experiences more, and this makes a deeper impact.”
The podcast has already shown tangible outcomes for the company. Mehta Emporium Jewellers has reported increased engagement on Instagram, higher customer enquiries, and more footfalls at its store, including visitors from other cities. While the company sees the podcast as a long-term communication tool, the initial success indicates that it could play an important role in brand visibility and customer loyalty.
By connecting jewellery with lived experiences and interactive discussions, the podcast series reflects the brand’s evolving marketing approach. With upcoming episodes set to address myths, trends and stories connected to diamonds and jewellery, Mehta Emporium Jewellers plans to continue using this platform as a way to engage audiences beyond traditional retail spaces.
Mehta Emporium Jewellers started in 1931 and currently operates a single store in Mumbai.
Written by Achal Chaubey
Retail Jeweller India Exclusive
