Thangamayil Jewellery aims to increase ticket size, upsell to customers with Malai and Necklace festival

The jeweller saw a significant response by launching the activity during the wedding season

Madurai: Thangamayil Jewellery hosted a Malai and Necklace Festival from February 14 to 16 at its showrooms, offering an exclusive range of gold jewellery in the form of heavy Malai and necklace collections. The brand curated the festival to cater to jewellery buyers in the wedding season, with special focus on higher gold weight products.

Ba. Ramesh, Joint Managing Director of Thangamayil Jewellery, explained the strategy behind the campaign, saying, “This fest was planned to focus on a specific category of jewellery, the Malai and necklace, which tend to be of higher value. We aimed to increase our ticket size and push for upselling with these special pieces.”

The festival showcased various neck-piece categories, including Kerala Malai necklaces, chokers and BGL necklaces, which are popular as bridal jewellery. By aligning the event with the wedding season, the brand provided the perfect opportunity for jewellery buyers shopping for weddings.

“We curated this festival with the intention of catering to the marriage season. The response was tremendous, and we received significant footfalls during these three days,” Ramesh said, pointing to the success of the event.

The festival was promoted through digital channels, WhatsApp messages, and door-to-door marketing, ensuring a wide reach among potential customers. “We used a mix of digital promotions and tele-calling, targeting customers with curated offers to drive footfalls to the stores,” Ramesh added.

While the event coincided with Valentine’s Day, Ramesh mentioned that the focus was on marriage-related jewellery, given the auspicious dates in February. The festival successfully attracted a diverse range of customers, contributing to an increased sale of gold jewellery during this period.

Thangamayil Jewellery is opening its 60th store in Chennai on February 23, marking a significant milestone in its journey. Its flagship store is located on Nethaji Road in Madurai. After becoming a public limited company in 2007, Thangamayil debuted its equity shares in 2010, which were subsequently listed on the Bombay Stock Exchange (BSE) and National Stock Exchange (NSE). Currently, the company operates 49 Thangamayil showrooms and 10 Thangamayil Plus exclusive silver showrooms, bringing its total retail outlets to 59.

Written by Achal Chaubey

Retail Jeweller India Exclusive