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Sagarmal Jewellers’ second brand store in Anisabad, its fourth in Patna, inaugurated by Raveena Tandon

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The 1700 sq ft store in Anisabad has one floor. To its right, there is a section for gold jewellery and to its left, there are three sections of platinum, diamond, and silver jewellery ranges

Patna: Sagarmal Jewellers added a major footprint in the developing region of Anisabad, Patna, by opening their fourth store. Their flagship store is at Nawada, the second one at Kankarbagh, and the third and fourth at Anisabad.

The 1700 sq ft store in Anisabad has one floor. To its right, there is a section for gold jewellery and to its left, there are three sections of platinum, diamond, and silver jewellery ranges. At the centre, Sagarmal Jewellers has placed a counter for exclusive designer wear. This apart, there is a vast collection of fancy and lightweight occasion-wear jewellery which one can use daily as well. All four stores have the same décor and ambience to give standardised experiences to customers walking in. The soft launch of this store took place on January 10, but the official inauguration with actor Raveena Tandon occurred on February 3.

“Raveena Tandon has been the brand ambassador of Sagarmal Jewellers for the last 2 years. When she came in, a lot of people turned up for this and the activity raised awareness about Sagarmal Jewellers now present in this part of Patna as well,” said Ankit Agarwal, director, Sagarmal Jewellers, Patna.

The starting price range for diamond jewellery at the store is Rs 10,000. In bridal, the lightweight jewellery starts from Rs 2-2.5 lacs. In platinum, a pendant and ring start with Rs 7000. With the bridal season in, the customers have started buying both for the bride and themselves. 

To kickstart conversations about the new store launch and generate heavy footfall, Sagarmal Jewellers pre-planned an activity. They distributed about 1000 gift coupons, each having a flat Rs 5100 discount to any customer buying a minimum of 15 grams of jewellery. “The billing amount automatically had a deduction of Rs 5100 for those customers. The campaign for this was done before the launch to get a record footfall. We started distributing coupons on January 31 and kept the validity of each coupon till February 14, so that the Valentine’s Day sales are also included in it and customers get the benefit,” Agarwal added.

The store launch got great reviews from loyal customers, who brought in their own relatives, thus leading to great word-of-mouth promotion. Anisabad is a developing region and had only had one showroom of Kalyan Jewellers before Sagarwal Jewellers opened their first store. Immediately after the launch of their second store, Tanishq opened another outlet nearby. “This is a prime location and has no other jeweller in that region. So, customers used to move out of that region to shop initially. Now, our fourth store has ensured that the customers in that market get all they want from that region only,” he added.

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