The discussions involve participants sharing personal experiences, their emotional connections to gemstone pieces and reactions received while wearing them
Indore: Jewellery retailer Punjabi Saraf has launched a podcast titled ‘Colorstone Confessions’ as part of its efforts to build understanding around coloured gemstone jewellery as a category. The initiative was timed to support launch of the brand’s coloured gemstone line and address hesitation among consumers unfamiliar with purchasing gemstone jewellery.
The podcast series features conversations with customers who have previously purchased coloured gemstone jewellery. The discussions involve participants sharing personal experiences, emotional connections to gemstone pieces and reactions received while wearing them. The intent is to present real consumer perspectives and build familiarity with the category.
Punjabi Saraf’s new coloured gemstone line includes diamond, polki and natural coloured stones across multiple price points, meant for daily wear rather than just occasions. Vedant Anand, Marketing Head, Punjabi Saraf, said, “We wanted to launch our coloured gemstone jewellery in a way that felt real. The best way was through testimonials and feelings that customers experience while purchasing and wearing such jewellery.”
The brand released five podcast episodes, of which three were published as reels and two shared through stories. The content focused on how coloured gemstone jewellery differs from gold and diamond purchases, and how customers relate to these pieces over time.
Anand said, “The focus was to create social proof. People are often hesitant because they are unsure about gemstones. When they hear directly from customers, it helps bridge that gap and builds confidence.”
According to the brand, the podcast achieved significant organic reach across social media platforms, with individual reels receiving between 20,000 and 40,000 views. Engagement included comments, shares and reposts, contributing to wider awareness of the collection.
Punjabi Saraf reported a double-digit increase in coloured gemstone jewellery sales following the release of the podcast series. The brand also observed increased enquiries from customers who had previously not considered gemstone jewellery.
The initiative aligns with the brand’s disclosure policy, which focuses on informing customers about the nature of gemstones, including distinctions between natural and synthetic stones. Through ‘Colorstone Confessions’, Punjabi Saraf successfully used relevant content to support category understanding, consumer trust and sales growth.
Punjabi Saraf has two retail stores in Indore, with the flagship store located on Race Course Road and the heritage store located in Sarafa Bazaar.
Written by Achal Chaubey
Retail Jeweller India Exclusive
