Repeat buyers, high demand make Panchratna Jewellers’ Bridal Stories 2021 successful

Panchratna Jewellers is adding their own style to the current format of jewellery exhibitions. Their brainchild, ‘Bridal Stories’ recently held its third edition. Tantalizing the lovers of wedding jewellery, the exhibition displayed jewellery both for pre-wedding and the D-day.

Bridal Stories was ideated by Archit Zinzuwadia, Director, Panchratna Jewellers, who founded the event in 2018. The second edition followed in 2019 in Rajkot and Ahmedabad, with a gap in 2020 due to the pandemic, and now, the exclusive wedding-themed event was held at the brand’s showroom in Ahmedabad.

There are two differences Bridal Stories have with other jewellery exhibitions. “First, the event follows a new theme every time it is held on wedding jewellery,” said Zinzuwadia. “Bridal Stories is an event curated for brides-to-be looking for a one-stop destination to purchase designer jewellery.  Previously, the whole event was focused on detachable pieces and pastel colours with different varieties of gemstones. This year, it was more about excellent workmanships and cultural inspirations throughout India,” he maintained, adding that Bridal Stories display only wedding jewellery unlike other exhibitions giving a mix of different segments of jewellery to participants.

The jewellery collections were divided in three broad categories, namely gold, polki and diamond. Two collections from each category were showcased. Every piece displayed unique workmanship. Like in 2019, jewellery designers guided the customers for their best purchase.

According to Zinzuwadia, consumers were eagerly waiting for the re-launch of the experiential Bridal Stories. In 2019, the brand conducted a grand event in Rajkot where the exhibition was followed by a musical night and dinner. Another wing of the show was conducted at their Ahmedabad-based showroom. Starting in 2018, Bridal Stories helped their wedding jewellery sale bump up by 20-25% post-event.

Naturally, there were many repeat customers who visited the store during the exhibition this year, giving the retailer an impression that buying sentiment is anything but low. “I think it’s wrong to assume the reduction in jewellery shopping budgets, when it comes to weddings today. Consumers are demanding great designs and they are not low-budget pieces at all,” he maintained.

Written by Manoj Chakraborty

RJ Exclusive