Although no jewellery was displayed at the event, the competition was held at the Sara Art and Cultural Centre, located on the third floor of the jeweller’s showroom, which created indirect engagement with the brand
Vadodara: Sara Gandevikar Jewellers, based in Vadodara, recently organized a sandwich-making competition under the banner of the Sara Art and Cultural Centre. With over 40 participants – mostly women – the event aimed to celebrate creativity in everyday life while reinforcing the brand’s connection with its core audience.
“As a jewellery brand, our primary customer base is women,” said Amruta Gandevikar, Director of Sara Gandevikar Jewellers. “Through our cultural centre, we always try to engage with them beyond just jewellery. Cooking is also an art, and this was a way to highlight that.”
The idea, conceptualized and managed by the brand’s Creative Director Swati Gandevikar, was designed to offer participants an outlet for expression through food. The competition focused on non-fire, healthy sandwiches. Entries were judged by professionals from the food industry, including a nutritionist and a well-known local chef.
“Some entries really surprised us,” Gandevikar said. “One participant made a paan sandwich, interpreting the sandwich concept creatively by simply placing ingredients between two layers. It was an entirely new take.”
Although no jewellery was directly displayed at the event, the competition was held at the Sara Art and Cultural Centre, located on the third floor of the brand’s showroom. This created indirect engagement with the brand.
“While we didn’t link the jewellery collection directly to the activity, the space itself leads customers through our store. Many visit the showroom after attending events at the cultural centre,” Gandevikar explained.
Notably, the brand’s Sara Heritage bridal section in the store features artistic installations, including hand-painted Rajasthani motifs and traditional Thikri art from Jaipur. These art elements often spark interest among visitors, offering a bridge between culture and craftsmanship.
The event concluded with three participants emerging as winners, and receiving trophies, certificates and hampers. More than a promotional tool, the competition served as a goodwill gesture and a way to build meaningful relationships for the brand. “When we do something that brings happiness to people, it reflects back on us,” said Gandevikar. “The community gives us so much—it’s only fair we give something back.”
Sara Gandevikar Jewellers operates three stores in Vadodara, with its gold jewellery and silver stores in Dandia Bazar, and another store located at Waghodia Road.
Written by Achal Chaubey
Retail Jeweller India Exclusive
