NAC Jewellers’ Style & Soul event results in 15-20% increased foot traffic at store, boosts social media engagement 

Through this exclusive event, which saw a total turnout of 60 members, the brand aimed to highlight the connection between style, lifestyle, and spirituality 

Chennai: NAC Jewellers recently organised and hosted the ‘Style & Soul’ event, a multifaceted amalgamation of jewellery and fashion. To enhance the impact and enrich the experience, the Chennai-based jewellery brand partnered with fashion designers, lifestyle influencers, and spiritual leaders. 

This collaboration brought a range of perspectives and expertise to the event, creating a unique experience for a diverse audience, comprising the brand’s existing customers, influencers and fashion and jewellery industry experts. Through this exclusive event, which saw a total turnout of 60 members, NAC Jewellers aimed to highlight the connection between style, lifestyle, and spirituality. 

“It encompasses not just the physical beauty of jewellery but also the emotional and spiritual connection that jewellery can represent.  There was a fashion show and a panel discussion. However, many other elements such as jewellery care, exclusive collection previews and more, were also a part of Style & Soul,” said Toji Thomas, Head of Operations, NAC Jewellers. 

In terms of promotions, the brand used email marketing to reach out to its existing customers while running a social media campaign on its online platforms. For the offline branding and promotions, in-store posters and flyers were strategically placed and additionally, the local media disbursed material in the form of press releases. 

With the intention of making the event more interactive, the brand organised workshops on jewellery care and styling and discussions among designers and leaders on topics such as fashion trends in jewellery, sustainability in jewellery and fashion, and more. The event also brought in an element of relaxation with live music or cultural performances. 

According to NAC Jewellers, the Style & Soul event significantly boosted both in-store and online engagement. The brand reported a noticeable increase in foot traffic to their stores, with an approximate rise of about 15-20%. This uptick in visitors also translated into heightened interest and interaction on social media platforms as well, with a nearly 25% increase in social media engagement, with more likes, comments, and shares on posts related to the event. “Style & Soul helped boost brand awareness and achieved increased visibility through social media mentions, influencer partnerships and media coverage,” said Thomas. 

He further added that the event’s jewellery showcase served as a promotional tool for the brand’s product and the concept of this gathering. “It also enhanced brand recall for future purchases, as customers and attendees will remember the unique blend of style and spirituality in this event,” he added. 

Additionally, the event positively impacted jewellery sales, which saw a boost of 10-15% during and shortly after the event. The brand also experienced a surge in inquiries about the showcased products, indicating a strong interest and potential for future sales. Thomas commented on the successful outcome, highlighting the event’s role in elevating brand visibility and customer interaction both online and offline. 

“The event typically spans a day or an evening, but the exact timeline can vary based on the schedule of activities. It may start in the late afternoon with workshops, followed by the panel discussion, and culminate in the fashion show and other performances”, he explained. 

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive