A choreographer trained the participants prior to the show, attended by 250+ guests
Thalassery: Meralda Jewels recently organized a fashion show at its Thalassery store in Kerala, where doctors walked the ramp alongside select customers. The initiative coincided with the sixth anniversary of the brand’s first store and brought together 250+ attendees, including 80+ doctors, premium clients and internal teams.
The decision to feature doctors instead of professional models formed the core of the event’s approach. Participants were trained by a choreographer prior to the show, enabling them to present the brand’s jewellery in a structured format. The inclusion of professionals from within the community aligned with the brand’s intent to go beyond conventional fashion formats.
“We wanted to bring professionals like doctors to the ramp. They are socially well-reputed and committed, and we saw them as the right people to represent the brand. We trained them with a choreographer so they could participate in the presentation,” said Labeeb Nelliyott, Director, Meralda Jewels.
The event centred around launch of the brand’s ‘Tourmalina’ collection, introducing multi-tourmaline jewellery paired with polki, with around 15 designs across varying weight categories and usage occasions. The collection was developed as an anniversary-led launch, with select designs not intended for repetition. The pieces were positioned across occasion wear and bridal segments and were supported by in-store merchandising to highlight the range.
“We wanted to use the anniversary as a reason to approach customers and introduce the new collection. It helped us share updated product offerings and also engage with our premium customer base through direct outreach and social media,” Nelliyott added.
Initiatives that bring professionals such as doctors onto the ramp allow brands to build a stronger connection with their customer base by involving influential individuals who are already part of their community. Featuring doctors in the showcase helped position the jewellery in a real-life context, making it more relatable for customers. It also encouraged higher participation and interest, while extending visibility through the personal and professional networks of the participants, leading to wider reach and sustained engagement beyond the event.
The event gave the brand immediate traction. It recorded sale of jewellery from the new collection , along with continued enquiries through social media channels. As a follow-up, the store hosted a bridal styling activity, inviting brides-to-be to try the new collection alongside other offerings. This extended the engagement cycle beyond the event and created additional touchpoints for customers.
Meralda Jewels currently operates six stores, including four in India and two in the UAE. The brand is also in the process of expanding its footprint, with a new store planned in Abu Dhabi and the relocation of its Kochi store to a larger format.
Written by Achal Chaubey
Retail Jeweller India Exclusive
