Around 60 women attended the invite-only event, held in collaboration with an industry professional, at the brand’s Siliguri showroom
Siliguri: Jewellery retailerN.S. Jewellers organized a pre-Valentine in-store workshop aimed at educating customers about natural diamonds. The session, held in collaboration with an industry professional, was positioned as a knowledge initiative, rather than one driving sales. It formed part of the brand’s broader Valentine campaign titled ‘Fall in Love with Diamonds’, as the retailer consistently highlighted only natural diamonds across its Valentine’s Day communications.
Around 60 women attended the invite-only event at the brand’s Siliguri showroom. Promotion was done digitally and through influencer Varsha Goyal, and the brand described the gathering as an intimate and informal one, rather than a commercial activation.
Explaining the intent behind the workshop, Bharat Agarwal, Managing Director, N.S. Jewellers said, “We wanted to give customers more knowledge about natural diamonds, why they are important, and why they are for everyone. The session focused on the four Cs of diamonds, with detailed explanations on how buyers should evaluate them.”
He noted that priorities vary from customer to customer. “For some, colour is most important; for some, carat matters more, and for others, clarity takes precedence. Every customer looks at the four Cs differently, and our role is to help them understand what suits them best,” he said.
The workshop combined education with practical styling guidance. Customers were shown how to layer jewellery and how different designs complement different face types. Agarwal cited an example of a guest who had previously worn only studs. During a small ramp walk organized at the event, she tried long earrings for the first time and responded positively after receiving appreciation from other attendees, demonstrating how such sessions can build confidence in personal styling.
While some guests browsed the collection and a few made purchases, Agarwal clarified that sales was not the objective of the day. The focus remained on information-sharing and interaction within the showroom.
On the long-term value of such initiatives, Agarwal said these engagements strengthen brand loyalty and transparency. “When a jeweller openly shares product knowledge, customers build real trust in the brand, even though many businesses are usually hesitant to share such details,” he stated, adding that the workshop was conducted as a single session, but more such programmes could be considered in the future.
N.S. Jewellers operates two stores – one in Siliguri and the other in New Delhi.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
