S L Shet Diamond House’s 77th anniversary invites women entrepreneurs to celebrate the occasion 

During its anniversary celebration, the jewellery brand offered exclusive promotions on their products, strategically timed during the monsoon season when certain parts of the country experience slower market activity 

Mangaluru: S L Shet Diamond House recently commemorated its 77th anniversary and the 7th anniversary of its store at Ladyhill Road with a week-long celebration. The event featured a special emphasis on recognizing about 40 women entrepreneurs, who were invited and felicitated as distinguished guests.  

Apart from the felicitation, the event featured speeches and anecdotes about the brand from different customers, highlighting the brand’s journey over the past seven decades. 

Every year, the brand celebrates the anniversary in different ways and this year, it decided to felicitate the entrepreneurs, who are also part of the brand’s client base, in the presence of its other customers at the store.  

Sharath Shet, Director, S L Shet Diamond House, said, “All the women entrepreneurs are our customers from different age groups and fields”. The brand’s decision to limit the gathering to roughly 180 seats gave an opportunity to make this celebration more special for its customers. 

During its anniversary celebration, the jewellery brand took the opportunity to gather its customers by offering exclusive promotions such as a discount of Rs 200 on every gram of gold jewellery, a Rs 7,000 discount on every carat of diamond jewellery, a 7% discount on silver items, ornaments, Navaratnas and gift items and more , strategically timed during the monsoon season when certain parts of the country experience slower market activity. While the brand claimed that this muted season was not the most appropriate time for proceeding with elaborate promotions, the anniversary was a suitable opportunity to do so.  

This not only allowed them to provide special savings to their clientele but also ensured ample time for personal interactions with customers throughout the event. “Some of our clients who attended the function, are in the age group of 40-50 years, and are the third generation of customers who are purchasing jewellery from us,” commented Shet. 

Throughout its week-long anniversary celebrations that ended on June 30, 2024, the jewellery house introduced another special promotion tailored for new members of the brand’s gold scheme, where the customers were eligible to receive a complimentary 100-milligram gold coin per new membership under the scheme until the end of the offer period.  

The additional perk to the gold scheme attracted about 200 new customers during the offer period and the week after. “I think we are the first jewellery brand to introduce this scheme in Mangalore. Initially, the investment in the scheme started from Rs 100 and now it is at least Rs 2000,” Shet said. 

The brand reported that the introduction of the promotions and schemes during the anniversary week managed to attract more than usual footfalls to the store and resulted in increased inquiries about the schemes and the products in general.  

Throughout the celebration, the presence of customers at the store provided an opportunity for the brand to showcase its products prominently. The event subtly encouraged customers to explore the brand’s range of jewellery offerings. Additionally, the brand shared a reel of the celebration on its social media page, featuring the jewellery elegantly displayed in the background.  

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive