Retailers reward women customers via on-ground giveaways, fashion shows, and engagement strategies online

JJ Jewellery Mart, Raj Diamonds, and Abaran Timeless Jewellery organized various activities to reach out to customers and prospects beyond their target group and markets 

Mumbai: International Women’s Day gave a grand opportunity for jewellery brands to appeal to the feminine power. Independent retailers took a leaf out of their experiences and conducted innovative campaigns and initiatives, online and offline, to nurture the majority of India’s jewellery customer base — women. 

Raj Diamonds commemorated Women’s Day 2024 with their ‘Her Sparkle, Our Tribute’ campaign. Across seven captivating episodes, personal narratives, testimonials, and discussions underscored women’s diverse roles. A special episode spotlighted Raj Diamonds’ female staff, showcasing their contributions from a boardroom-to-design studio. These women epitomize empowerment in modern India. 

Subsequent episodes delved into women’s multifaceted roles as mothers, wives, daughters, and professionals, emphasizing their strength and grace. The campaign also featured men reflecting on their interactions with women. Through heartfelt storytelling, Raj Diamonds celebrated the essence of womanhood and honoured the significant women in their lives.

JJ Jewellery Mart equated the pricelessness of natural diamond jewellery to that of the roles that women play in our lives, through a video campaign. The brand released short video interviews of several homemakers, a ward counsellor, an interior designer and several other people from all walks of life who emphasized the importance of womanhood. 

In the last week of February, the brand collaborated with the Rotary Club of Chennai Noble Hearts and MILES to celebrate Women’s Day. The brand distributed 200 uniforms to women auto drivers, empowering them and showing appreciation for their hard work and dedication. In March, the brand followed up on this initiative with a fashion show in which several celebrities and socialites were felicitated.

Abaran Timeless Jewellery conducted a month-long campaign in which they created an interesting differentiation in promotions by personalizing offers by select names of women. Every week, they came across particular names such as ‘Shree’, ‘Sri’, or ‘Shri’, and people named with these initials could avail Rs 200 off on every gram of gold jewellery and offers on diamond and platinum jewellery as well. 

“For this week, the name we are pitching is ‘Chaitra’, which is a month on the Hindu calendar and coincides with the wedding season in South India during March-April. The purpose of the campaign has been to create curiosity and stoke anticipation among old and new customers. The month-long activity has been giving decent product enquiries and conversions across South Indian states,” maintained Pratap Kamath, MD, Abaran Timeless Jewellery, Bengaluru.

Retail Jeweller India News