NAC Jewellers sponsors Duchess Utsav, taps into niche segment of Chennai’s women entrepreneurs

By displaying signature traditional collections and curating a fashion show, the brand amplifies visibility, and strategically increases exposure to newer markets

NAC Jewellers was the main sponsor of the 22nd edition of the annual mega-shopping festival ‘Duchess Utsav’ organized by the Duchess Club in Chennai, that brings together women from all walks of life to network and further their business interests. The congregation of a diverse and affordable range of brands under one roof makes the festival one of the most anticipated annual events in Chennai, attracting multiple customer demographics. By associating with the Duchess Utsav, NAC Jewellers was able to strategically increase exposure across newer customer segments and tap into a niche demographic, i.e., the Chennai ladies’ club and entrepreneurial circuit.

An array of stylish apparel and jewellery are up for grabs at the two-day Duchess Utsav, which is a rich confluence of creativity, artisanship and commerce every year. At the fashion event during the festival, models from the Duchess Club, Chennai walked the ramp showcasing NAC Jewellers’ silver, gold, pearl and diamond jewellery. On the brand’s association with Duchess Utsav, N. Anandha Ramanujam, Executive Director, NAC Jewellers, says, “It’s been our strategy to adapt to changing conditions and demands, and the Duchess Utsav presented an opportunity to reach out directly to our target audience and beyond, giving us valuable insights. As a brand, we’ve continued to evolve, reaching out to newer demographics. At the Duchess Utsav, we were fortunate enough to engage with businesswomen, entrepreneurs and professionals.”

NAC Jewellers is known for its heritage-inspired antique jewellery, designed for contemporary sensibilities. The brand focused on displaying a curated showcase of its signature collections, which were also made available for browsing, with an emphasis on traditional, festive jewellery. This, coupled with the Duchess Utsav’s social media presence and publicity on platforms like Instagram, generated curiosity amongst potential customers. “Brand visibility has been quite impressive. We showcased our collections at the Duchess Utsav, and we definitely expect an increase in engagement with the brand through higher footfalls at the store and higher sales on our e-commerce platforms,” Ramanujam says.

The Utsav also enabled NAC Jewellers to bring into focus its long, multigenerational legacy in the industry. Commenting on this, Ramanujam says, “Presenting our signature collections helped us highlight our USPs, especially our heritage and heirloom jewellery. As a brand, we celebrate legacy, and our customers value that.”

NAC Jewellers believes there is potential for exploring several new avenues of collaboration with the Duchess Utsav. It plans to participate in and host more exhibitions and live events in the Southern Indian region as the next step.

Written by Harshita Kale

Retail Jeweller India Exclusive