Sagarmal Jewellers’ lean season campaign records nearly Rs. 8 crores in 5 days 

The Gold Jewellery Mela campaign, like in its previous editions, attracted primarily bridal jewellery consumers, with about 70% of the buyers treating this as their main purchase for the festive and wedding season 

Patna: In a country that celebrates its festivals with great fervour and joy, some occasions such as Pitru Paksh are observed with equal solemnity. Roughly between mid-September to the first week of October, for most businesses, especially the retail jewellery trade, this period is considered a lean season due to the common belief that jewellery purchase is an auspicious event that should be avoided. 

For Patna-based Sagarmal Jewellers, this opened a window of opportunity to get their customers to book their purchases, right in time for the festive season. “A common trend in Bihar is that they buy their jewellery based on the making charges rather than the gold price. So, even if they do not take the jewellery home, they complete the full payment in advance, thus taking advantage of the low making charges that we have to offer,” said Ankit Agarwal, Director, Sagarmal Jewellers. 

Despite the lean period during this Pitru Paksh, the ‘Gold Jewellery Mela’ campaign in its fourth edition saw a sale of nearly Rs. 8 crores in gold weight sold in just a span of 5 days. Agarwal explained that the brand first launched the campaign soon after the opening of their Patna branch in 2021 to kickstart the sales and attract customers to the store. From the second year onwards, the jeweller started this campaign at their Nawada store as well.

The brand’s observation was that the jewellery campaign, like in its previous editions, attracted primarily bridal jewellery consumers. “About 70% of the buyers were wedding customers who purchased large quantities of bridal jewellery. They made for the most footfalls to our stores during this time. Given the campaign and its timing, this was their main purchase for the festive and wedding season,” added Agarwal. 

In its first year, the brand reported an average daily revenue of Rs. 80 lakh during the campaign, which moved on to an average daily revenue of Rs. 1 crore in the next two years. This year, the brand was able to break the sales record and considering the popularity of the campaign among its customers, extended it by one day. “Each year, we saw a growth of about 20%. And we prefer to keep this campaign under wraps until only a couple of days before it starts to add an element of surprise which encourages people to buy from us,” added Agarwal.

The jeweller noted that in the last two days before the start of the campaign, the promotions are widely carried out on social media, through print, while the brand’s team personally informed its customers about the festival. The brand also immensely benefitted from the word-of-mouth publicity by new as well as loyal customers that helped spread the word about the campaign locally. 

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive