Pothys Swarna Mahal launches ‘Vaira Penn’ festival to boost diamond jewellery sales in holiday season

The term ‘Vaira Penn,’ which literally translates to ‘diamond girl,’ reflects the brand’s objective to promote diamonds as a mainstream choice for all, including middle-class families

Chennai: Pothys Swarna Mahal, a leading jewellery brand in Tamil Nadu, has launched the ‘Vaira Penn’ festival, aiming to boost the brand’s diamond jewellery sales. The festival runs up to December 31.

The term ‘Vaira Penn,’ which literally translates to ‘diamond girl,’ reflects the brand’s objective to promote diamonds as a mainstream choice for all, including middle-class families, who are increasingly embracing this trend during the festive season.

Alongside the festival, the brand has introduced an advertising campaign showcasing a young girl wearing diamond jewellery throughout significant milestones, from her childhood to her marriage.

Highlighting the campaign’s goal, Ashok Pothy, Founder and Director of Pothys Swarna Mahal, stated, “To promote diamond jewellery in South India, it is important to recognize that diamonds have traditionally not been as popular in South India as they are in the North. In the South, the market has historically been more inclined towards plain gold jewellery due to deeply rooted cultural preferences.

“However, in recent years, efforts have been made to change this perception and promote diamonds as a viable and attractive option. As part of this strategy, we are offering special promotions and incentives to encourage customers to embrace diamond jewellery and make it a part of their celebrations and traditions.”

In celebration of the festive season, including Christmas and New Year, the festival offers an enticing deal for customers where they receive 100 grams of free silver for every carat of diamond jewellery purchased. This offer is specifically available on diamond jewellery and is part of a larger push to encourage customers to buy diamonds during the high-sales month of December.  

Pothys Swarna Mahal has a presence in Tamil Nadu and Kerala. Its main store is located in T. Nagar, one of Chennai’s busiest commercial areas. Part of the Pothys chain, which is known for its wide range of gold, diamond and silver jewellery, the brand also offers custom jewellery design services, allowing customers to create pieces tailored to their needs, be it for weddings, special events or personal gifts.

The House of Pothys has a rich legacy going back over 90 years. It started as a textile company that later expanded into jewellery. Pothys Swarna Mahal is now planning to go beyond Tamil Nadu and Kerala to expand to other parts of the country.

Written by Megha Misra

Retail Jeweller India Exclusive