The ‘Style to Sparkle’ initiative, in its second season, is designed to pick young, style-conscious brand advocates, while engaging the public in the voting process and increasing footfalls. The long-term marketing activity is planned across six seasons
Mysuru: In a bid to strengthen its connection with local audiences and build visibility for its new Italasi collection, Tholasi Jewels has launched ‘Style to Sparkle’, a campaign it claims as Mysuru’s biggest talent hunt. The initiative, now in its second season, is designed to engage young, style-conscious participants and turn them into brand advocates, both online and offline, while engaging the community through public voting and increasing footfalls. The grand winner of the talent hunt gets to be the official face of Tholasi Jewels in upcoming campaigns.
“Tholasi Jewels has always been rooted in Mysuru’s culture. Through this activity, we wanted to connect with the local youth, showcase their talent, and simultaneously promote our Italasi collection which is inspired by Italian design sensibilities,” said Harsha Tholasi, Owner and Founder of Tholasi Jewels.
The contest was structured in multiple stages. Participants were required to visit the brand’s store over a 10-day period to register, style themselves with their choice of Italasi jewellery at the store itself, click a photo, and post it on their own social media handles, tagging the brand and five friends. Shortlisted contestants were then professionally photographed and the entries put up for public voting. The voting was conducted both digitally and physically, with likes, comments, shares, and in-store ballots all winning points (1 Like = 1 point, 1 comment = 2 points, 1 share = 3 points, 5 points for every vote at the VV Mohalla showroom, 50 points for every vote from Tholasi Jewels or any of the event partners)and contributing to the final tally of a participant. Registrations for Season 2 of ‘Style to Sparkle’ were open from June 1 to 10, and voting continues up to June 30.
The brand also distributed vouchers and special offers to those who participated or visited the store to vote, helping seed further footfalls over a 90-day window.
“We generated over two lakh organic online interactions and had 290 walk-ins in just 10 days,” Tholasi added. “Most of them were non-considering customers, giving us a completely fresh audience base.”
The winner of Season One of ‘Style and Sparkle’, Yukta from Coorg, not only received jewellery worth Rs 25,000, a make-over and a professional portfolio shoot worth Rs 50,000, but was also featured as the face of Italasi across campaigns.
According to Tholasi, this strategy of sourcing brand faces from real local talent makes the brand more relatable. “Rather than using glamorous models or celebrities, we’re giving a platform to everyday people. It reflects authenticity and creates deeper customer connection,” she said.
“Season Three is already being planned and we expect a natural spike in awareness and engagement,” Tholasi noted. “This format is not just about branding or sales—it’s a long-term marketing activity planned across six seasons to build sustained visibility for Italasi.”
By integrating customer engagement, community participation and innovative marketing, Tholasi Jewels has created a scalable format that’s already producing measurable results.
Tholasi Jewels’ journey began with the opening of its first air-conditioned (a novelty at the time) store in Mysuru in 1983, followed by expansion to a multi-storey shop in 1999. Today, with two stores in Mysuru and one in Nanjanagudu, it has become a well-regarded name in Karnataka’s growing gems and jewellery industry.
Written by Achal Chaubey
Retail Jeweller India Exclusive
