PNG Sons recreates jewellery from its design archives as it celebrates heritage of Western India

The brand has launched a 360-degree marketing campaign, leveraging the impact of newspapers, outdoor advertising and social media, to promote ongoing exhibition of the region’s art at its showroom in Vadodara

To celebrate the cultural ties between Gujarat and Maharashtra, leading retail jeweller PNG Sons has organised ‘Dakkhan – The Heritage of Western India’, an exhibition that highlights the different aspects of India’s heritage, covering arts, weaves and jewellery. The ongoing event at the retailer’s showroom in Alkapuri, Vadodara has been an opportunity for it to offer ‘Dakkhan’ style traditional jewellery to its customers. The exhibition will run up to September 30.

Says Ajit Gadgil, Promoter, PNG Sons, “These are not just jewellery pieces; they are a part of our culture. For the customer, we have recreated jewellery pieces from our design archives, which date back to at least 150 years. We have got tremendous response from jewellery patrons for this. In the first week itself, almost a thousand people visited the exhibition. To date, we have sold a good amount of jewellery, which shows that customers want something unique and authentic.”

To promote the exhibition, the brand is carrying out a 360-degree marketing campaign, employing various media from newspapers to outdoor advertising. To connect with millennials and Gen Z, it is harnessing the impact of digital media. Gadgil says that the exhibition has helped customers recall their experience with the brand’s products, and led to multiple enquiries for re-creating authentic antique jewellery pieces.

The exhibition comprises different art creations including rare paintings, Paithani sarees and traditional jewellery collections. By showcasing its exquisite heritage jewellery, PNG Sons aims to give customers a glimpse of the traditional jewellery of India, and help them learn about jewellery unique to the region. The exhibition showcases traditional jewellery such as Tanmani, Thushi, Belpantick, Chinchpeti, Sari, Kolhapuri Saj, Mohan Mal, Bakuli Har, Tode, Nath, Veni, Patlya, Bangdya and Mangalsutras.

An exhibition of this type and scale is a first for the brand, which has been an avid supporter of various forms of art. With the theme encompassing different artistic creations of Western India, PNG Sons has also been able to enlighten customers about the rich cultural heritage of this part of the country.

According to PNG Sons, this will not be a one-time exhibition. The brand intends to have many more exhibitions to promote the cultural heritage of different regions, curated to match the particular city or area.

Retail Jeweller India Exclusive