Prizes are linked to purchase value, and the initiative has contributed to higher footfalls and sales, according to the brand
Jabalpur: Vardhman Jewellers, one of Jabalpur’s prominent jewellery retailers, has been hosting an ongoing lucky draw campaign aimed at strengthening customer engagement and driving in-store visits, with the objective of promoting its diamond jewellery and making people see value in it. The initiative – which began in August and continues up to Diwali – offers customers a chance to win prizes such as cars, Activa scooters and household appliances, based on coupons linked to quantum of purchase.
To participate, customers need to make a minimum purchase of Rs 25,000, earning a coupon for every Rs 25,000 spent. The lucky draw is held every 15 days, with bumper draws featuring larger prizes such as cars. Along with this, every customer receives a guaranteed gift based on their purchase range, including gold coins, trolley bags, washing machines, refrigerators, air conditioners, etc.
Explaining the initiative, largely due to rising gold prices, Prabhat Jain, Director, Vardhman Jewellers, said, “The idea behind this campaign was to connect with our customers in a more meaningful way while creating awareness about the value and transparency of diamond jewellery. We are highlighting our 95% return policy, and 90% cashback benefit, which provides assurance to our buyers.”
The lucky draw is conducted in a transparent manner during in-store get-togethers where customers participate in person. To ensure fairness, a female customer who has not participated in the draw is invited to pick the winning coupon.
Since the campaign’s launch, Vardhman Jewellers has witnessed a notable increase in both sales and store traffic. Store representatives estimate that overall footfalls and sales have grown by nearly 30%, with continued improvement expected during the festive season.
“The lucky draw has not only attracted new buyers but also built trust and enthusiasm among our existing customers,” said Jain. “We have seen consistent growth, and with the festive season beginning, we expect participation and sales to increase further.”
The initiative reflects Vardhman Jewellers’ ongoing focus on promoting diamond jewellery awareness while enhancing customer loyalty through transparent policies, attractive offers and direct engagement activities.
Notably, Vardhman Jewellers had conducted a mega lucky draw around Guru Nanak Jayanti last year, and benefited from it. Founded in 2007, the brand has a single store in Jabalpur. It has earned recognition among jewellery buyersfor its emphasis on quality and customer satisfaction.
Written by Achal Chaubey
Retail Jeweller India Exclusive
