By reframing bridal pieces as jewellery that can be worn for any occasion, the brand is creating new entry points for customer acquisition beyond the wedding segment
Kozhikode: Meralda Jewels is expanding the addressable market for bridal jewellery with its ‘For the Star Bride in You’ campaign, repositioning traditionally wedding-relatedornaments as relevant for any occasion wear for women.
Built around the brand’s Star Bride collection, the campaign moves beyond the conventional bridal buyer to target working women—chefs, entrepreneurs and creators—who are not in a wedding phase but are active jewellery consumers. By showcasing how bridal designs can integrate into their lives, the brand is unlocking new usage occasions and driving incremental demand.
The collection features gold and diamond necklaces, earrings and sets designed for versatility. This aligns with evolving consumer behaviour, where purchase decisions are increasingly driven by utility, frequency of wear and personal expression rather than single-event relevance.
Explaining the campaign’s intent, Labeeb Nelliyott, Director, Meralda Jewels, says, “The idea behind ‘For the Star Bride in You’ is to celebrate today’s woman, who is building her life across work, family and aspirations, often leaving little time to celebrate herself. Through the Star Bride collection, we want women to take a moment to reconnect with themselves and see dressing up as a form of self-recognition, not just something tied to weddings or big occasions.”
The campaign’s storytelling-led approach replaces traditional bridal imagery with real-life narratives, helping the brand connect with a wider consumer base. Featuring professionals like Chef Sapna, the campaign positions jewellery as part of their identity rather than a one-time wedding purchase. “What stood out to us was Chef Sapna’s personal journey rather than a wedding story,” Nelliyott says. “It reflects the idea that every woman deserves time to celebrate herself, and jewellery becomes part of that expression.”
Digital distribution plays a key role in scaling reach of the campaign, with the participants – drawn across segments – sharing content across their own networks. This enables Meralda Jewels to tap into multiple consumer segments simultaneously, increasing visibility and driving discovery among non-bridal buyers.
The campaign signals a shift in how bridal jewellery is marketed—moving from lifecycle-based selling to continuous consumption. By reframing bridal pieces as jewellery that can be worn for any occasion, the brand is extending purchase cycles, increasing product relevance, and creating new entry points for customer acquisition beyond the wedding segment.
Meralda Jewels launched its first store in Kozhikode, Kerala, in 2019. Along with stores at Kochi, Kannur and Mangaluru, the brand now has four retail outlets in India. Internationally, Meralda Jewels officially expanded into the Dubai market on October 5, 2024, with the grand inauguration of its flagship store in the Meena Bazar area of Bur Dubai. Shortly after, the brand opened its second Dubai location at Lulu Hypermarket in Al Barsha on November 30, 2024.
Written by Achal Chaubey
Retail Jeweller India Exclusive
