#SpouseorSpice: Tholasi Jewels takes a swing at encouraging women’s participation in golf tournaments

A soft launch of the company’s latest sub-brand, Italessi by Tholasi Jewels, is part of the event

Mysuru: Heritage jewellery brand Tholasi Jewels has taken a unique approach to brand promotion by sponsoring a couples’ golf tournament called ‘Spouse or Spice’ in association with the Jayachamaraja Wadiyar Golf Club (JWGC) and Golfing Women’s Association (GWA) at the Mysore Race Club. This initiative is part of the brand’s broader strategy to engage with a niche yet influential audience, positioning it in a way that resonates with the target demographic.

The ‘Spouse or Spice’ golf tournament on February 15 serves a dual purpose. While it brings together passionate and seasoned golfers, the brand aims to reach an often-overlooked segment in the sport—the female demographic, particularly the spouses of the players. Observing that golf has traditionally been a male-dominated sport, the brand has strategically created an opportunity for players’ spouses to participate and engage more actively in the event.  

“The idea for this partnership emerged organically during a casual discussion among friends, one of whom suggested that sponsoring a couple’s golf tournament would be a refreshing way to enhance brand recognition and encourage non-golfers, particularly women, to participate” said Harsha Tholasi, Owner and Founder of Tholasi Jewels.

“Seema Latkar, IPS, Police Commissioner of Mysuru, has been invited as the Chief Guest for the event. Her presence reinforces the importance of women’s involvement in traditionally male-dominated spaces,” Tholasi added.

Tholasi has incorporated extensive brand placement throughout the event. Their logo is prominently displayed across the golf course, and a gala dinner at the event will feature additional promotional material, including digital displays. While these traditional marketing strategies play a role, the core appeal of this sponsorship lies in fostering a community experience where potential customers can interact with the brand in a relaxed, luxurious setting.

The tournament is open exclusively to players affiliated with golf clubs in and around Karnataka including Mysuru, Coorg and Chikkamagaluru. Given the exclusivity of the event, advertising has been concentrated within golf clubs through offline promotions and WhatsApp channels. The brand has intentionally limited marketing to channels that directly reach their intended audience— golf enthusiasts and their social circles.

Beyond brand positioning, Tholasi Jewels is also using the event as an opportunity to soft launch its latest sub-brand, Italessi by Tholasi Jewels, which will take place during the gala dinner. The new collection features 18-carat gold and silver contemporary jewellery, designed as an affordable luxury option in response to rising gold prices. The collection aims to attract a younger, trend-conscious audience looking for modern yet cost-effective adornments.

Tholasi Jewels’ journey began with the opening of its first air-conditioned (a novelty at the time) store in Mysuru in 1983, followed by expansion to a multi-storey shop in 1999. Today, with two stores in Mysuru and one in Nanjanagudu, it has become a well-regarded name in Karnataka’s growing gems and jewellery industry.

Written by Megha Misra

Retail Jeweller India Exclusive