Punjabi Saraf partners with FICCI FLO to leverage woman power for its jewellery collection

More than 80 women professionals from FICCI FLO showcased the brand’s ‘Jewels of Malwa’, inspired by central India’s heritage, and complementing fashion designs curated for the event

Indore: Leading retailer Punjabi Saraf recently teamed up with the Federation of Indian Chambers of Commerce and Industry (FICCI) Ladies Organization to showcase its exclusive collection, Jewels of Malwa, at a high-brow fashion event. The brand aimed to highlight the confidence and elegance that comes with wearing fine jewellery.

Vedant Anand, Marketing Head, Punjabi Saraf, told The Retail Jeweller India, “By inviting the mostly middle-aged and married women professionals and entrepreneurs to walk the ramp, we wanted them to experience the excitement of being in the spotlight while wearing fine jewellery, an opportunity that many of them may not have had since their wedding. FICCI FLO chose the women members who would walk the ramp. It was a great marketing exercise for us.”

The event featured more than 80 women from FICCI FLO, all of whom wore the brand’s jewellery, creating a synergy between the jewellery and the fashion curated by FICCI FLO designers. Explaining the idea behind the Jewels of Malwa collection, Anand said, “You hear about jewellery of the royal families of Mysore, Rajasthan, etc., but nobody speaks about the central part of India, though there are a lot of stories. So, we carried out thorough research and created something close to heart of central India, designed to reflect the heritage and culture of the Malwa region specifically, with motifs inspired by famous local landmarks and traditional craftsmanship. A couple of designers also used motifs inspired by famous places of central India, like Rajwada; so there was a correlation. All the women entrepreneurs of FICCI FLO at the event were from Central India. So, they could relate to it.”

In addition to the event, the collaboration was heavily promoted online through Instagram, where the brand shared reels featuring its jewellery designs. The brand had a 360-degree marketing approach, utilizing both online and offline channels to increase visibility.

Reflecting on the success of the collaboration, Anand noted that such partnerships allow the brand to spread its voice through real-life women, offering a refreshing departure from traditional marketing strategies. The brand intends to continue innovating with future collaborations with FICCI FLO, an organization comprising more than 12,000 women entrepreneurs and professionals across India.

Punjabi Saraf is a retail jewellery business based in Indore, with over 75 years of history. Besides its flagship store at Race Course Road in Indore, it has one more retail outlet at Sarafa Bazar in the same city.

Written by Amaan Kasu

Retail Jeweller India Exclusive