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Parekh Brothers Jewellers’ award property contributes to brand’s growth while giving back to society 

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Parekh Brothers Jewellers’ award property contributes to brand’s growth while giving back to society 
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In the last two years, the jewellery brand has seen an increase of 10-15%, solely from the awards, in terms of enquiries, customer acquisition and sales 

Nagpur: For Parekh Brothers Jewellers, what started off as recognising and rewarding women from different social and professional rungs of the society, has developed into a much more comprehensive property with time. Two years into the venture, the brand does not limit these awards to just women anymore, even though majority of women are the recipients. 

Held monthly, the award comprises different categories and chapters, enabling the brand to honour people from the targeted fields for each category. “Last year, it was the Dronacharya award, where many teachers and educational professionals were recognised for their contribution to society. This year, we have the Health Warriors for healthcare professionals,” said Matisha Parekh, Head of Sales and Marketing, Parekh Brothers Jewellers

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She explained that the brand is associated with a reputed radio jockey from the city as the title sponsor, who hosts Facebook live interviews with eminent personalities from all over the city. After the interviews, the jewellery brand extends an invitation to them for the awards. The jeweller also interacts with its customers and recommends clients to the radio jockey, who then invites them for an interview.  

This joint effort enables the brand to keep its base of loyal customers while acquiring new ones over time. “A lot of talent goes unrecognised and we want to ensure that people who are doing their bit for society in their professional capacities should be seen and applauded. We also encourage other people to recommend such personalities to us,” said Parekh. 

She stated that the awardees are honoured in the presence of their families and the chief guest, who is a prominent figure from the city. This, she said, boosts the morale of the recipients, making the recognition even more meaningful. “Felicitation is also a unique way to market our brand because in some way or the other, the families and relatives of the awardees will also know about us through word-of-mouth publicity and recommendations. The award also has our branding, which people can see.” 

The brand stated that one of the primary reasons for inviting the personalities to the store for the felicitation was to boost their own brand visibility and recognition, while creating an opportunity for future sales from new clients. In the last two years, the jewellery brand has seen an increase of 10-15% in terms of enquiries, customer acquisition and sales solely from the awards venture. 

Other categories and locations are on the brand’s agenda for increasing the award’s reach and getting more footfalls to the store. “As a 76-year-old company, we have a steadily growing client base in the city. However, we want people to be aware of our second store, which recently opened in Dharampeth. Extending the reach of the award will draw more attention and footfalls to this store,” added Parekh.  

Additionally, this time, the jewellery brand also recognised and awarded women running small and medium-size local business, to appreciate their contributions to the society. Parekh maintained, “We understand that women handling these businesses may not become a part of our client base. However, as a socially responsible brand, we want to thank these women for their efforts.” 

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive 

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