Shilpa Lifestyle indulges brides-to-be with personalized jewellery shopping experience

Signature Bridal Week curated by the brand fortifies its presence in the bridal space during the wedding season, generating robust sales, attracting new clientele and making the event a good testing ground for its latest collections

Rajkot-based Shilpa Lifestyle Jewellers is gearing up for the upcoming wedding season by organizing a highly curated ‘Signature Bridal Week’, and offering 50 lucky brides-to-be an intimate, tailored shopping experience ahead of their big day.

Shilpa Lifestyle reached out to brides-to-be across multiple platforms, with Instagram being the most impactful. They were invited to register for a day of indulgence and wedding preparation. Participants were chosen based on responses from social media and local newspapers. The brand collaborated with wedding planning service ‘The Wedding Wardrobe’ to ensure that visiting brides felt welcomed and assisted during every step of the process.

Prabhudas Parekh, Founder, Shilpa Lifestyle, explained the entire execution of the experience curated for the brides and their accompanying family members. Upon arrival, the guests receive stylized welcome cards. In-store employees guide them through a select showcase of their most stunning gold and diamond bridal jewellery, including jewellery with intricate craftsmanship as well as heavier, heritage pieces. “Each collection available for browsing at the store is one-of-its-kind – a set presented to one bride won’t be shown to another,” Parekh said.

Parekh mentioned that this is the fourth consecutive year of Signature Bridal Week. While past editions offered exclusive previews of bridal jewellery, this year includes personalized styling and outfit consultations to cater to the bride’s personal aesthetic sensibilities. Signature Bridal Week aims to provide a holistic personalized experience and direction to visiting brides – ranging from make-up, outfitting to jewellery – to streamline preparations for their big day, and alleviate pre-wedding stress. Highlights of the experience include private rooms for consultation and trials, meticulously crafted and curated designs for the bride-to-be, artfully arranged inside a wedding hamper, and presenting families with a silver thaali accompanied by kumkum and the auspicious ‘Laxmi Charan’.

“The success of our previous editions led us to consider making Signature Bridal Week an annual event. We are offering special lounges where the bride and the family can peruse different collections at leisure. Our designers offer expert guidance in selecting pieces that complement and resonate with each bride’s unique style and personality,” added Parekh.

The themed week is helping Shilpa Lifestyle to expand its presence and build authority in the bridal market during peak wedding season. Parekh noted the brand’s significant recall value as observed from previous editions. Many brides who experienced the Signature Bridal Week returned to make purchases for their weddings, often bringing friends, which created powerful word-of-mouth marketing – generating robust sales, attracting new clientele, and making the event a good testing ground for the brand’s latest ranges.

Written by Harshita Kale

Retail Jeweller India Exclusive