The project shows how legacy jewellers can use customer stories and shared memories to build a brand asset
Goa: In the run-up to its centenary next year, Ulhas Jewellers is creating a bridal coffee table book featuring customers who purchased and wore the brand’s jewellery for their weddings and related celebrations over the last 100 years. The initiative aims to document bridal memories associated with the retailer across generations of customers in Goa.
The project invites customers to submit wedding photographs and videos showing Ulhas Jewellers’ ornaments, covering not only wedding ceremonies but also functions such as sangeet and other celebrations where bridal jewellery plays a role. The selected entries will become part of the commemorative book that the retailer plans to launch during the centenary celebrations.
For the brand, the initiative goes beyond putting together a book. It has become a way to reconnect with past customers and strengthen emotional recall around the brand at a time when heritage and familiarity continue to influence jewellery-buying decisions in regional markets.
Vikram Verlekar, Managing Director, Ulhas Jewellers, said, “We are completing 100 years next year, and we wanted to preserve the memories of brides who have worn our jewellery over the years. Goa has many wedding-related celebrations beyond the main ceremony, and we wanted to capture all those moments as part of our journey.”
According to the retailer, the response has been strong, with more than 100 entries already received over the last few months. Customers are submitting photographs and videos through email and WhatsApp, while the retailer has also arranged assistance for older customers who may not be comfortable with digital formats. In some cases, the company is sending photographers or representatives to customers’ homes to help document wedding albums and photographs.
The initiative also points to how legacy jewellery retailers are increasingly using customer stories and shared memories to build brand assets. Instead of relying only on promotional campaigns, brands are finding ways to involve customers more directly in the brand’s journey and history.
“We didn’t want this to feel transactional or incentive-driven. The idea was to genuinely preserve these memories and make customers feel part of Ulhas’ journey over the years,” stated Verlekar.
The retailer plans to distribute the coffee table book among key clients and guests after its launch during the centenary celebrations next year. The final entries for the book will be selected through a jury process, with evaluation based on factors such as story-telling, presentation, and how the jewellery was worn and captured in the photographs and videos.
Initiatives like these allow heritage jewellers to stay connected with multiple generations of customers. Bridal jewellery purchases often carry strong emotional value, and documenting these memories allows brands to reinforce long-term customer relationships while also building stronger local recall around the business.
Ulhas Jewellers operates through a single, recently revamped flagship store in Madgaon.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
