The initiative targets key bridal decision-makers through workshops in Thrissur, Kozhikode and Kochi, at a time when a large number of NRIs return to Kerala for weddings. It gives the brand access to a community already invested in high-value wedding purchases
Kozhikode: Meralda Jewels is launching a bridal-focused marketing initiative by way of a series of bridal seminars across three cities—Thrissur, Kozhikode and Kochi. The seminars are designed to engage directly with high-net-worth clientele, positioning Meralda’s bridal jewellery strongly in the wedding ecosystem.
The initiative ties into Meralda’s annual bridal campaign, ‘Star Bride’, which aligns with the NRI wedding season in Kerala. According to Labeeb Nelliyott, Director at Meralda Jewels, “July and August see a large number of NRIs returning to Kerala for weddings. Through this campaign, we aim to showcase our key bridal designs to a focused audience.”
For Meralda, this platform – in collaboration with celebrity make-up artiste Jaanmani Das – doubles up as a brand placement opportunity. “By collaborating with a top-tier make-up artiste, we are reaching her clientele, who are our ideal bridal customers. It gives us access to a community already invested in high-value wedding purchases,” said Nelliyott.
The campaign will culminate with a grand finale in Kochi, expected to draw a crowd that includes celebrities and high-spending customers from across the region. Meralda will use this opportunity to unveil its latest bridal pieces, aligning the showcase with the Star Bride campaign theme.
“Our jewellery will not just be displayed—it will be part of the bridal narrative presented on stage and in the overall event concept. This helps us create deeper brand recall,” Nelliyott added.
The seminars also serve as a platform to strengthen relationships with make-up professionals who regularly consult with brides, making them key touchpoints in the brand’s referral network.
Meralda Jewels sees this campaign as an opportunity to build visibility and reinforce its position in the South Indian bridal jewellery market, especially during a high-footfall wedding season. The integrated approach links product visibility, influencer association, and customer engagement across digital and physical platforms.
Abdul Jaleel Edathil launched Meralda Jewels in 2018. The brand currently operates six stores – three located at Kozhikode, Kochi and Kannur in Kerala, one in Karnataka’s Mangaluru, and two in Dubai.
Written by Achal Chaubey
Retail Jeweller India Exclusive
