Retailers celebrate the harvest festival with new jewellery collections, in-store activities

Kalyan Jewellers launched its digital ad for Uttarayan, while Talla Jewellers and Verma Jewellers celebrated Lohri with employees

Mumbai:  The harvest season is of great importance to Indian agriculture and society. With the agrarian economy having a firm hold on the traditional jewellery markets, jewellers right from chain stores to single stores had online and offline activities for Makar Sankranti across eastern and western India, Pongal in Tamil Nadu and Lohri in Punjab, Haryana and northern States.

Reliance Jewels unveiled an exclusive collection based on astrological mandala patterns. The pure gold jewellery range encapsulates celestial motifs of stars, the cosmos and planets. The collection features stunning sets of earrings and necklaces. Emphasizing the harmony between tradition and contemporary design, Reliance Jewels’ latest collection offers an artistic blend of India’s varied cultural tapestries. 

Kalyan Jewellers launched its digital ad campaign on the occasion of Uttarayan, featuring the State brand ambassador for Gujarat, Kinjal Rajpriya. The film blended the belief system of Makar Sankranti, the practice of flying kites, and the day-to-day challenges of the youth. The film sums up an impressive saying: ‘While one may not control the wind, one may certainly tether the kite’.

Talla Jewellers from Jammu and Kashmir and Verma Jewellers from Solan, Himachal Pradesh, celebrated Lohri with their in-house employees. Their Instagram updates show the respective teams having a gala time with bonfires, music, energy and warm wishes for their customers.

Tamil Nadu got its Muhuratam season going from Pongal, and retailers feel that it’s wise to wait and watch how the consumers will behave this year. “We haven’t done any activity for Pongal this year. Pongal is the onset of the buying season in Tamil Nadu and the demand will eventually rise,” said Ahalya Palanisamy, Managing Partner, Radha Jewellers, Erode. 

“During Bhogi, which is the first day of Pongal, people exchange goods and consider it auspicious to buy gold jewellery. In Tamil Nadu, the loyalty rests with gold jewellery despite a higher gold rate,” said Balaji Mohangandhi, MD, Sri Ragavendra Jewellers, Salem. However, he added that business was better last year, and the price rise of gold is one of the many factors responsible for a tempered demand this time. 

Kameshwar Prakash, Director of Suman Jewellery, agrees with Mohangandhi. “This year, the sentiment is low because of the rising gold rate and the national election, which is why we are keeping a low profile. Muhurtam continues from Pongal to the first week of March, and we see a bump in bridal jewellery sales. We experiment with motifs of gods and goddesses and interplay with the same to suit sentiments in the market. We don’t go overboard with radical omissions of motifs such as that of Goddess Laxmi,” he maintained.

NAC Jewellers took the celebration to a whole new level by creating a Tanjore painting of Tamil poet Thiruvalluvar and presenting it to Prime Minister Narendra Modi on the occasion of Pongal. Besides, the brand celebrated Sankranti with the launch of its new guttapusalu collection.

Retail Jeweller India Exclusive