While the brand had built awareness and accessibility of the category itself in earlier editions, this time it focused on distinct pieces tailored to customers seeking individuality
Kochi: Diamond jewellery brand Genesis Diamonds by Deepak Toms recently hosted the third edition of its Mookkuthi Kothi nose pin festival at its flagship store, registering a 40-50% increase in both footfalls and sales compared to the previous edition, while driving demand in a category that it has been promoting strongly. The brand continues to position nose pins as an entry point into fine jewellery, but has brought in exclusivity, going by contemporary buying behaviour.
Held from March 29 to April 14, 2026, the latest edition of the brand’s concerted effort to popularize nose pins marked a shift from earlier ones by placing stronger emphasis on traditional nose pins and bespoke pieces. While previous editions worked towards building awareness and accessibility of the category itself, Season 3 focused on creating distinct pieces tailored to customers seeking individuality. The price point ranged from Rs 6,000 to Rs 50,000, with higher traction seen in the Rs 20,000–50,000 segment.
Tessa Davis, Director, Genesis Diamonds by Deepak Toms, said, “This edition of the Mookkuthi Kothi festival focused on crafting unique pieces, as customers are now looking for designs that are not commonly available.” The brand applied learnings from earlier editions, where demand for personalization and exclusivity began to emerge, and translated them into a more design-driven approach this year.
Audience footfalls at the festival indicated strong conversion and repeat interest. Participation extended beyond Kochi to nearby cities such as Thrissur and Alleppey, bringing in a mix of new and returning customers.
Customization emerged as a key driver, with nearly 30% of customers opting for personalized nose pins, whereas ready designs had formed the bulk of purchases in earlier editions. The shift highlights how customers are increasingly viewing nose pins as statement pieces rather than routine purchases.
“Nose pins act as a hook for customers, bringing them into the store and encouraging them to explore other categories,” remarked Davis, adding that the initiative contributes to cross-category sales, with additional purchases across rings and pendants, supporting higher transaction values.
The campaign relied on in-store engagement and word-of-mouth, with customers playing a central role in driving its visibility. The festival saw strong organic traction, reflecting increased familiarity.
The evolution of the Mookkuthi Kothi nose pin festival from awareness-building to product upgrade demonstrates how Genesis Diamonds by Deepak Toms is refining its approach to the category with each edition.
Such initiatives create a focused entry point into the store, enabling customer acquisition while also driving upselling and repeat visits. Moving from basic designs to bespoke products enables higher ticket sizes and better margins, while a festival format creates annual buying triggers, encouraging customers to replace, upgrade, or add-on to their jewellery.
Operating from its flagship store in Kochi, Genesis Diamonds is an initiative of Deepak Toms Diamonds, a leading gold and diamond jewellery group based in Kerala. The Mookkuthi Kothi festival has most likely helped the retailer own the nose pin segment locally, by repeatedly spotlighting the category, driving recall and establishing authority.
Written by Achal Chaubey
Retail Jeweller India Exclusive
