Mother’s Day soirée by MK Jewels makes a mark with pitch for graceful ageing

Brand welcomes customers and friends to its event, to check out new products in a relaxed and welcoming atmosphere

At a pre-Mother’s Day soirée organized by fine jewellery brand MK Jewels at its Bandra store on April 25, the centre of attraction was the gracious model Neeta Kishnani, with her salt and pepper hair. “Everyone really appreciated her… to my knowledge no jeweller has ever gone with a model with salt and pepper hair. I thought she would be appropriate, as Mother’s Day is usually about women of that age. We wanted to show that ageing is graceful and women of every age are important. People should not shy off from ageing gracefully – that is our Mother’s Day message,” says Neelam Raimalani, Director, MK Jewels.

The soirée had more than 60 women in attendance. They not only enjoyed a special high tea, but also browsed through the jewellery at the store. “We gifted each guest a beautiful jewellery box with the hope that they will keep it forever and ensure brand recall. We are thrilled with the success of the event at Bandra, and will continue the tradition of hosting exclusive soirées at our stores,” Raimalani states.

MK Jewels’ upcoming events include three soirées woven around Mother’s Day– two in Ahmedabad, at its retail stores at CG Road (May 9) and Sindhu Bhavan Road (May 10), and an extended one from May 12-14 at its Lokhandwala store in Mumbai.

“During these events, we expect women from nearby areas, our existing clients and their extended families and friends to visit our stores. Our objective is twofold: to launch and showcase our special collections, and to invite the extended family and friends of our existing clients to our soirées so that they check out our new products,” says Raimalani, who plans to feature the brand’s range of jewellery designs, including necklaces, bracelets, earrings and more at the events, where people can look at them in a relaxed and welcoming atmosphere.

ON THE JEWELLER’S CALENDAR

Mother’s Day is increasingly becoming an important occasion in the calendar of jewellers, giving them the opportunity to showcase jewellery crafted specifically for mothers. “It is an occasion when people express their love and gratitude towards their mothers, and gifting a piece of jewellery is a great way of doing so. We see a significant increase in shopping during this period, with pendants, earrings, bracelets and rings being the popular choice. Mother’s Day is an important occasion for us, and we strive to offer unique pieces that cater to different tastes, preferences and budgets,” says Raimalani.

Meanwhile, the #MakeMomShineWithMKJewels campaign on social media, too, has seen good response. On taking it forward and aligning it to business objectives, Raimalani says, “This campaign and others like it play a crucial role in helping us stay attuned to important moments in our customers’ lives. By creating experiences that celebrate these occasions and offering products that align with their needs and preferences, we can better understand their preferences. Ultimately, these efforts help us enhance the overall customer experience, leading to positive sales outcomes.”

Ram Raimalani is the founder and creative director at fine jewellery brand MK Jewels, which was set up in 1999. It has a legacy of more than 60 years, courtesy Kamal Jewellers founded by his father. Currently, it has retail presence in Mumbai and Ahmedabad.

Retail Jeweller India exclusive