Omarsons Jewellers reimagines wedding season marketing with a service-focused campaign

Breaking away from traditional discounting, the brand, through its ‘Festival of Weddings’ campaign, partnered with local businesses to offer exclusive service-based coupons, creating a richer customer experience

Mumbai: Omarsons Jewellers has launched an innovative marketing initiative that reimagines the conventional discount-driven approach to wedding season promotions. The ‘Festival of Weddings’ campaign, which concluded on 26th October, offered customers special coupons for wedding-related services from local partners instead of traditional price reductions.

“We noticed that even after offering traditional discounts, customers were not fully satisfied. They expected more, leading to an unsustainable demand cycle for increased discounts,” explains Abdul Moeid, Partner at Omarsons Jewellers. This insight prompted the brand to develop a more sustainable strategy benefiting both customers and the business.

The two-week campaign showcased new jewellery collections featuring contemporary wedding designs, with particular emphasis on illusion settings and colourful stone combinations. “We aimed to balance aesthetics and affordability, ensuring that our designs meet the evolving needs of our customers,” says Moeid, addressing the challenge of rising gold prices.

The initiative’s cornerstone was its partnership with three established local businesses, offering complementary wedding services including dry fruits, packaging services, and wedding attire, both ready-made and bespoke. Customers earned coupons based on their purchase value, with higher spending unlocking more substantial rewards.

The campaign’s digital presence proved particularly successful, as Moeid reveals: “We had more than 5,00,000 impressions across our digital channels, significantly amplifying our reach.” The cross-promotional strategy on social media platforms benefited both the brand and its local partners through increased visibility.

Beyond immediate sales, the campaign aimed to transform customer perceptions. “We wanted our clients to see the value in our craftsmanship and creativity, rather than simply focusing on discounts,” emphasises Moeid, highlighting the brand’s focus on long-term value creation.

The success of the ‘Festival of Weddings’ campaign has encouraged Omarsons Jewellers to consider future iterations. “This was our first attempt at such an initiative, and it proved successful. We plan to refine and expand this concept in the future,” concludes Moeid.

Written by Achal Chaubey

Retail Jeweller India Exclusive