Rokde Jewellers ‘Get Social’ initiative activates customers’ need to learn more about jewellery, aids conversions 

Aimed at spreading consumer awareness about jewellery while engaging people in fun activities, the brand’s initiative has gained popularity in most parts of Nagpur and is now reaching peripheral localities 

Nagpur: Rokde Jewellers, aiming to attract new customers and raise awareness about jewellery, recently organised an event as part of their Get Social initiative. In this event, the brand visited a housing society to engage directly with the residents, creating an opportunity for personal interaction and conversation. 

Get Social, now in place for about two years, is part of Rokde Jewellers’ ongoing efforts to expand its reach. Through this initiative, the brand provides updates on its products and services, while also sharing valuable information relevant to jewellery consumers. The goal is to maintain a connection with the community and ensure that potential customers are informed about what the brand offers. 

“There are a few important objectives behind this drive. We share information such as jewellery cleaning tips, jewellery care, awareness about diamond certification, HUID, and anything that jewellery buyers should know. We also use this initiative for the purpose of engaging with the consumers since a lot of people, especially housewives, do not generally go out,” said Paras Rokde, Director, Rokde Jewellers. 

During these events, the brand organises group activities that everyone can participate in to ensure maximum engagement from entire families. “We have been doing this in large housing societies across Nagpur and also in smaller ones on the outskirts of the city,” added Rokde. The brand estimated that attendance at these gatherings ranges from 50 to 250 people, depending on the locality, with events held in the city center typically drawing larger crowds due to higher population density and easier accessibility. 

In the early stages of the initiative, it was Rokde Jewellers that actively reached out to housing complexes to arrange the sessions. However, as the Get Social initiative gained traction and became more well-known, the dynamic shifted. People began to recognise the value of the sessions, and housing complexes started contacting the brand directly, inviting them to host events in their communities.  

“We also take our products along – some imitation jewellery to display the designs or 925 sterling silver jewellery. We also explain our buying plan options to the people. This takes us one step closer to customer acquisition,” explained Rokde. 

The activity also benefits the brand on a macro level, boosting recall value and nudging customers to visit the brand for their jewellery purchases. The jeweller also shared that the frequency of the events is what makes the initiative even more efficient. “By visiting 5-6 societies every week, we have been able to cover a majority of the areas around our stores in Nagpur district and also localities near our Hingna and Koradi stores which are outside the city,” he added. 

Further, the brand wants to ensure that this activity’s reach is not just limited to housing societies and extends to colonies. As per its observations, the brand has reported a 15-20% conversion rate for every event since the inception of the initiative. 

Rokde said that the brand was using social media to promote the event but relying more on cross promotions through social pages of anchors and event hosts, which would bring more traction to Get Social.  

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive