The retailer could participate in a wider conversation around women and achievement while allowing its jewellery to remain part of the occasion
Vadodara: Narayan Jewellers recently took its jewellery beyond the traditional retail setting through its association with Femina Achievers Gujarat. The association saw the brand style awardees with jewellery selected to complement their individual looks, while the event gave the retailer an opportunity to showcase its designs to an audience connected to fashion, luxury and business. The initiative reflects the brand’s approach to supporting platforms that recognize women and their achievements.
The awardees came from fields including medicine, philanthropy and other professions, giving Narayan Jewellers an audience with varied backgrounds and style preferences. Rather than introducing a separate collection for the occasion, the retailer created jewellery looks for the awardees, taking into account their age and personal styling preferences.
Ketan Chokshi, Chairman & Managing Director, Narayan Jewellers, said, “Our association with the event was not about having a direct benefit. Sometimes you also collaborate to be a part of people getting empowered or being recognized for achieving something. It was all about women’s empowerment and if I was able to be a part of that journey, of course I would do it as a brand.”
The styling covered women across different age groups, with jewellery selected to work with outfits ranging from traditional sarees to Western wear. This allowed Narayan Jewellers to demonstrate the versatility of its jewellery, and how the pieces can be styled for different occasions and personal preferences.
The event also included a fireside chat with the Femina India Editor-in-Chief, which explored luxury and jewellery. Narayan Jewellers was part of the conversation, giving the brand an opportunity to contribute to discussions around jewellery and luxury while strengthening its visibility at the event.
During the programme, Chokshi presented awards to several recipients. The jewellery worn by the styled awardees is set to receive further visibility through the event’s planned media and social media coverage, including jewellery credits and collaborative posts.
For a luxury jewellery retailer, associations with platforms that bring together women from business, fashion and professional circles can support wider brand recall and customer acquisition. Styling provides a product touchpoint, while the association creates opportunities for prospective customers to discover the brand through people and occasions they already follow. Such initiatives can help retailers build relationships before a purchase decision, particularly in categories where jewellery buying involves consideration, trust and personal interaction.
Narayan Jewellers, which has a single store in Vadodara, has had a long association with the Femina Achievers Gujarat property.
Written by Achal Chaubey
Retail Jeweller India Exclusive
