Parekh Brothers Jewellers’ exclusive in-store event helps brand tap into new festive jewellery buyers

At this event, the jeweller sought to promote itself and an exhibition it was participating in. However, the larger goal was to add to their existing base of customers, considering the approaching festive and wedding season 

Nagpur: Jewellery brands, particularly those with a predominantly female customer base, continuously seek innovative ways to engage their clients through various events and activities. Parekh Brothers Jewellers, recognising the importance of building community connections, formed a partnership with the Rotary Club of Nagpur to enhance their customer engagement efforts. 

This collaboration resulted in a special gathering hosted at the brand’s store, where members of the Rotary Club and other participants came together for a meaningful event. The initiative not only provided a platform for social interaction but also allowed the brand to showcase its offerings in a more personal and interactive setting, strengthening its relationship with both existing and potential customers. 

Matisha Parekh, Head – Sales & Marketing, Parekh Brothers Jewellers, said, “It was a joint event, and we had a gold foil painting activity, along with Tambola and know-your-jewellery session, where we shared information on what customers should consider when buying jewellery.” With a combination of activities, the brand ensured that the customers were engaged while also gaining knowledge on important aspects of jewellery purchase.

The gathering was cohesive and hence, only about 30-35 women were invited to the store. “They were all first-time visitors to the store, and we wanted to promote the brand as well as an exhibition we are participating in”, added Parekh. However, the brand’s efforts extended well beyond the exhibition itself, with a focus on building a strong customer base in preparation for the upcoming festive season. 

Parekh Brothers Jewellers understood that the peak period for jewellery purchases in India aligns with major festivals and the wedding season, making this a crucial time for generating sales. By hosting the event through this partnership, the brand not only created an engagement opportunity with new customers but also prepared itself for festive jewellery buyers. 

As a result, the event led to product inquiries and direct purchases at the store, helping the brand create early momentum ahead of the busy season. The gathering allowed potential customers to experience the brand’s offerings firsthand, leading to increased interest in their collections. 

“During and soon after the event, we had two purchases and one order and around 4-5 enquiries. The brand is also doing many other small in-store activities with this goal in mind, on a regular basis. It is a slow and steady approach that is working as a brand-building exercise and helping us increase our reach,” commented Parekh. 

She pointed out that, given the private nature of the event, the brand chose not to heavily promote it on social media platforms. While a few reels were shared on Instagram to create some awareness, most of the promotional activity occurred in more personal and direct channels. The event’s details were primarily circulated through WhatsApp groups and statuses among Rotary Club members and their close contacts. This approach allowed the brand to maintain the event’s exclusivity while still reaching a relevant and engaged audience within a close-knit community. 

On a monthly basis, the jeweller also hosts their own awards ceremony that honours people from different professional and social strata of the society. The award, initially introduced to reward women for their contributions eventually included men as well as the brand opted for more inclusivity. 

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive