The event combined entertainment, games, product showcases and cross-engagement opportunities, drawing over 350 attendees, and gave Parekh Brothers a platform to present collections informally
Nagpur: Parekh Brothers Jewellers recently participated in a collaborative customer engagement initiative in Nagpur, joining hands with six other local brands to host a musical evening. The event, attended by over 350 people, brought together brands from diverse sectors including clothing, skincare, electronics, real estate, healthcare, and children’s wear.
The evening combined games, live music and networking, with each brand inviting its own customer base. This created opportunities for cross-brand engagement, exposing participants to new audiences while reinforcing recall for existing ones. For Parekh Brothers Jewellers, the event acted as a platform to showcase products and build visibility ahead of the festive season.
Speaking about the initiative, Matisha Parekh, Head of Sales & Marketing, Parekh Brothers Jewellers, said, “This collaboration allowed us to engage with a customer base that may not have directly connected with our brand otherwise. It created scope for future sales in the festive season, without immediate focus on transactions.”
The brand set up product stalls at the venue, enabling attendees to interact with its collections in a non-retail environment. This approach ensured that exposure was not limited to store visits, strengthening recall and association through informal interactions.
Parekh highlighted that the timing of the event was an important factor in its success. “Hosting the evening before Dussehra and Dhanteras meant that when customers begin festive purchases, our brand would already be at the top of their mind,” she added.
The event also recognised all participating brands on stage, underlining the collective spirit of the initiative. For Parekh Brothers Jewellers, the collaboration contributed to brand hammering and long-term positioning in the market by building stronger networks and expanding reach within the city.
Founded in 1925, Parekh Brothers Jewellers is a family-owned business that has flourished over the decades. It now has two stores in Nagpur.
Written by Achal Chaubey
Retail Jeweller India Exclusive
