The event sparked discussions on recycle and redesigning old gold jewellery, while giving the brand a direct view into how consumers are approaching jewellery purchase in the current market scenario
Surat: Pachchigar & Sons Jewellers recently organized an interactive session for the teachers and staff of Nanduba English Academy, Surat, at their store, using the occasion to start conversations around gold investment, jewellery reuse and the role of community outreach in strengthening consumer trust.
Held ahead of the new academic year, before schools in the region reopen, the event combined informal activities with discussions on financial planning and jewellery buying behaviour. While teachers formed the core audience, the initiative was positioned as the first step in a broader campaign that will focus on encouraging consumers to recycle and redesign old gold jewellery rather than leaving it unused.
According to Purvi Pachchigar, Managing Director, Pachchigar & Sons Jewellers, the objective extended beyond product promotion. The company wanted to engage with a section of the community that is both influential and closely connected to local families, while also introducing practical conversations around making the most of existing gold holdings.
“We wanted to connect with people in a meaningful way and understand the questions they have about gold today. At the same time, we wanted to start a dialogue around reusing and redesigning old jewellery. This event was the beginning of that journey, and we plan to take the message to a much wider audience in the coming months,” said Pachchigar.
One of the strongest themes to emerge from the interaction was the challenge consumers face in buying gold amid record-high prices. Participants were keen to understand how smaller savings could be converted into gold purchases and what options were available for disciplined investing. Discussions also touched upon jewellery savings schemes and whether gold could be accumulated through formats similar to systematic investment plans.
For the brand, these conversations offered a direct view into how consumers are approaching jewellery purchases in the current market. Many participants viewed gold not only as an adornment but also as a long-term store of value, particularly at a time when economic uncertainty continues to influence spending decisions.
The event also generated interest in the idea of reusing existing jewellery. According to the company, several attendees spoke about old gold lying idle at home and expressed interest in redesigning those pieces for future occasions and festivals. This response has reinforced the company’s plans to build a dedicated awareness campaign around old gold recycling and remodelling.
“People often think of buying new jewellery, but there is tremendous value in what they already own. We want to encourage consumers to look at old jewellery differently and explore how it can be redesigned into something relevant for today’s lifestyle and preferences,” Pachchigar said.
While community events can often serve as customer acquisition exercises, she said the immediate focus was on brand credibility and relationship building. The company believes that sustained engagement with local communities creates stronger and more enduring connections than transactional interactions alone.
The initiative also reflects the jeweller’s emphasis on networking and community participation. Looking ahead, the brand plans to continue engaging with different professional and social groups while expanding its outreach around gold reuse, redesign and responsible consumption.
Pachchigar & Sons Jewellers operates from its flagship store at Khandwala Estate in Surat.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
