Punjabi Saraf hosts informative workshop on polki as patron sponsor of Ficci Flo’s Indore chapter 

By hosting this educational session, Punjabi Saraf Jewellers not only supported the community but also enhanced customer understanding and appreciation of polki jewellery, to create awareness among an engaged and potential clientele 

Indore: Punjabi Saraf Jewellers, having established a partnership with Ficci Flo this year as a patron sponsor, recently made a significant contribution to the Indore chapter by organising a specialised workshop for a large group of women from the organisation. Recognising that polki jewellery — unlike more familiar gold and diamond pieces — can often be perplexing for customers in terms of both pricing and design, the jeweller took proactive steps to address this concern.  

Since the theme of the workshop was polki jewellery, the brand also took the chance to showcase its newly-launched polki line ‘Ojas’ to the women present. The workshop was held at the brand’s store, where participants had the opportunity to gain in-depth knowledge about polki jewellery. An entire floor of the jewellery showroom was dedicated to hosting nearly 150 women who were divided into smaller groups under two slots for the workshop. They also participated in a quiz on jewellery and were rewarded with prizes. 

“We also had artisans and karigars present at the store, who were briefing the attendees and were part of the workshop. The ladies had a lot of questions and all in all, it was an engaging session,” said Ajay Anand, Director, Punjabi Saraf Jewellers.

This initiative aimed to demystify the complexities associated with polki pieces, providing valuable insights into their unique attributes, value, and design intricacies. By hosting this educational session, Punjabi Saraf Jewellers not only supported the community but also enhanced customer understanding and appreciation of polki jewellery, thus raising awareness among an engaged and potential clientele.  

“We have had educational sessions on gold jewellery as well. Years ago, we did a seminar with hallmarking Bureau of Indian Standards officers,” he added. Previously, Punjabi Saraf Jewellers had also organised a workshop-cum-exhibition with film director and screenwriter Zoya Akhtar in attendance. 

In this group of young women, who were successful entrepreneurs from various fields, the brand saw the potential to not only help them understand their polki products but also explore a new client base. “They were quite interested in the workshop and our jewellery. We also received enquiries from most of them and some purchases also took place on the same day,” explained Anand. Even though the event resulted in some business transactions, the brand’s primary aim was to ensure that the women were well-informed. 

The women were also invited to take a complete tour of the entire showroom, with the gold jewellery on the ground floor, diamond jewellery on the first floor and the polki jewellery on the second floor, where the workshop took place along with artisans’ briefing and demo. “We also taught them how to maintain their polki jewellery and gifted each of them with a box to safely store the jewellery,” he added. 

The brand put up reels on their Instagram account to showcase the event while the attendees also shared videos of themselves trying on the jewellery on the brand’s handle. This type of organic promotion helped the brand publicise the event without having to extensively invest time and effort in it. 

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive