Suniti Jewellers’ fifth brand anniversary reinforces brand’s strong engagement with its loyal customer base 

As part of the celebrations, the jeweller hosted a fashion show, wherein the clients took to the ramp bedecked in its creations 

Pune: Jewellery retail businesses and their success hinge on the relationship with their clientele and the sense of inclusion they foster within their community. As a new regional player in Maharashtra’s bustling market, Suniti Jewellers marked a significant milestone on May 5, 2024, with the celebration of its fifth anniversary with an on-ground event.  

To mark this occasion, the brand organised a lucky draw campaign spanning 21 days until May 25, which the brand promoted digitally and through hoardings in the Pimpri Chinchwad Municipal Corporation (PCMC) region. Patrons visiting the store during this period were given a coupon on purchases worth Rs 10,000 or more. The brand also gave out assured gifts to all its customers who made purchases of more than Rs 25000. 

The Pune-based jeweller that retails gold, antique, temple, diamond jewellery  as well as silver artefacts also hosted a lavish celebration on May 27 in Pimpri Chinchwad, inviting its patrons to partake in the festivities. Over the past five years, Suniti Jewellers has forged its reputation as a bridal jewellery retailer within the Pimpri Chinchwad Municipal Corporation (PCMC) region. 

“We also have a collection of antique jewellery that is available in other parts of Pune, but we are among the very few in PCMC area who retail quality antique jewellery. Wedding and antique jewellery has become our forte,” Shirish Suniti, director, Suniti Jewellers. 

The event, a mark of the brand’s connection with its clientele, saw the announcement of 55 winners selected through the lucky draw held earlier and received valuable rewards, including motorbikes. A turnout of 4000 loyal customers graced the occasion with an invitation to enjoy festivities. “Our customers were personally invited by our telecaller team as this was meant to be an exclusive celebration with them.” 

The pièce de résistance of the evening was a fashion show, wherein the clients took to the ramp bedecked in Suniti Jewellers’ creations. By handpicking patrons to grace the runway, the brand delivered its message, emphasizing that its clientele is revered as cherished partners in its journey and not just mere jewellery buyers. 

Suniti said, “Since this celebration was so important for us, our customers had to be present as they are an important part of our journey. By giving preference to our clients for the fashion show to showcase our jewellery, the celebration remained personal, meaningful and enjoyable.” 

The brand has also observed the pivotal role played by its customers in amplifying its presence across social media platforms. Through engaging reels showcasing their purchases from the brand, their patrons have emerged as enthusiastic advocates, disseminating information to a wider audience online.  

This active participation shows profound evolution in the relationship dynamic between the jewellery brand and its customers, wherein the latter has transcended the conventional role of passive consumers to become a support system for the brand. “We appreciate this level of engagement from the client’s end since they are the real faces of the brand and content they post is genuine, which is a motivation for us to serve them better,” explained Suniti. 

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive