The contestwas designed to introduce children to the concept of a sustainable future, tying in with Svaraa’s focus on lab-grown diamonds as an environmentally responsible choice. The brand also got an opportunity to engage with the families of the participants
Mumbai: Svaraa Jewels recently organized a drawing and painting competition for young children at its Borivali store, aimed at engaging their families, while promoting the brand’s commitment to sustainability. The event was designed to introduce children to the concept of a sustainable future, tying in with Svaraa’s focus on lab-grown diamonds as an environmentally responsible choice.
The competition had around 20 children as participants, who came to the store accompanied by their parents. The central theme of the contest was environment and sustainability. “We wanted to see how the future generation visualizes a better tomorrow,” said Chahat Shah, Founder,Svaraa Jewels. “This was our first initiative involving children, and the response was encouraging.”
The competition had three winners, with the first receiving a 20-cent lab-grown diamond. The second and third place winners were awarded mementos and certificates. The event was held over a weekend, targeting families and especially working women who could attend with their children.
“The idea was to connect with our existing customers at a deeper level,” said Shah. “By involving families, especially mothers and children, we aimed to build a more personal connection with our customer base. Many of the parents who attended also took interest in our lab-grown diamond jewellery.”
While the event was promoted minimally online, it received good engagement offline. Shah noted that activities like this serve as a meaningful touchpoint for the brand. “Svaraa is still a young brand, so initiatives like this help build awareness not only for us but also for lab-grown diamonds in general,” he explained.
The initiative aligns with Svaraa’s broader branding efforts to reposition lab-grown diamonds as a legitimate and sustainable alternative in fine jewellery. It also supports the brand’s vision of being seen as a family-friendly retail space.
Following this event, Svaraa is planning more activities, including a potential sibling-focused campaign tied to Raksha Bandhan. “We’ve already launched our ‘Rishto ki Chamak’ campaign, and we’re exploring a family engagement event around it in both our Ahmedabad and Mumbai stores,” Shah added.
With sustainability gaining importance in the jewellery space, Svaraa is positioning itself as a brand that blends environmental responsibility with customer-centric experiences.
Svaraa Jewels has retail stores in Ahmedabad and Mumbai, and also sells online. Looking ahead, the brand plans to expand by opening 5-10 new stores and increasing the online business. With ambitions to enter Tier II cities and eventually expand internationally, Svaraa’s long-term vision includes establishing 100 stores across India by 2030.
Written by Achal Chaubey
Retail Jeweller India Exclusive
