Live Polki-making counters became a key element of the event, where artisans from Rajasthan demonstrated the craft in real time. The event had more than 1,000 visitors, including existing clients, bridal buyers and first-time customers
Jammu: Talla Jewellers recently hosted a four-day event titled ‘Rosette: The Polki Affair’ at its flagship store in Jammu, aiming to bridge a knowledge gap around Polki craftsmanship and educate customers about the category.
While Polki as a category holds heritage value, structured efforts to explain its making and relevance have remained limited in the region. Through ‘Rosette’, Talla Jewellers aimed to create a setting where visitors could understand the process, materials and design approach associated with Polki jewellery, while engaging directly with the product.
Kashish Gupta, CEO, Talla Jewellers, said, “We created ‘Rosette’ as a platform where customers could understand Polki in its true form and connect with the craftsmanship behind it.” The initiative integrated multiple touchpoints within the store, guiding visitors through the journey of Polki-making, from raw form to finished jewellery.
A key element of the event was the inclusion of live Polki-making counters, where artisans from Rajasthan demonstrated the craft in real time. This allowed customers to observe the detailing and techniques involved, creating a direct link between process and product. Alongside this, curated collections were presented across categories, enabling visitors to explore both everyday and bridal applications of Polki jewellery.
Over four days, the initiative recorded participation from more than 1,000 visitors, including existing clients, bridal buyers and first-time customers. The engagement extended beyond just footfalls, with visitors spending time interacting with the artisans to understand the Polki-making process. This level of interaction contributed to stronger product awareness and informed buying behaviour.
From a business standpoint, the initiative focused on building category understanding while strengthening brand positioning. Gupta said, “The objective was to build awareness and create a deeper connection with customers through education and experience.” The event created visibility for the jeweller in Jammu & Kashmir, while also reinforcing trust by offering transparency about craftsmanship.
Jewellery remained central to the experience, but its presentation was structured around story-telling. By introducing customers to the crafting process before presenting finished pieces, the brand was able to shift attention from price to value, influencing how Polki jewellery is perceived in the market.
For Talla Jewellers, ‘Rosette: The Polki Affair’ functioned as a tool to attract new audiences, initiate conversations and convert interest into business. Such initiatives enable brands to stand out in competitive markets by combining product education with customer engagement. They also support customer acquisition while building long-term recall through meaningful in-store experiences.
Talla Jewellers’ focus on experiential retail through ‘Rosette: The Polki Affair’ reflects its effort to expand beyond transactional selling and position itself through knowledge-led engagement with customers.
Talla Jewellers, founded in 1986 by Ajay Talla, has grown from humble beginnings to become a leading jewellery brand in Jammu & Kashmir. The brand now operates four stores in Jammu.
Written by Achal Chaubey
Retail Jeweller India Exclusive
