With gold prices rising and fewer bridal purchases happening, the jeweller launched ‘Sparkle Utsav’, a four-day in-store initiative aimed at promoting its latest range of lightweight diamond jewellery. It invited groups of professionals to try on the pieces and offer feedback
Solan: Verma Jewellers recently hosted ‘Sparkle Utsav’, a four-day in-store initiative aimed at promoting its latest range of lightweight diamond jewellery. The brand invited groups of professionals, including teachers, to experience the jewellery collection, try on the pieces and offer feedback. The approach was designed to focus on product awareness in the diamond category and helping customers understand the value proposition of diamonds, rather than push for immediate sales.
“This is not just about launching a collection,” said Akshay Verma, Managing Director, Verma Jewellers. “It’s also about creating awareness around lightweight diamond jewellery. With gold prices rising and fewer bridal purchases happening, we are exploring how to drive interest in diamonds for daily and office wear.”
The showcased jewellery included floral designs, heritage elements, rings, pendants, and pieces from what the brand calls its ‘Sanatani’ line. “Some collections have floral influences, some carry heritage designs, and others are intended for daily use. The idea is to show the versatility of diamonds,” Verma added.
Groups invited to the store included five to seven batches of professionals from different backgrounds. Teachers were among the first to attend, and the brand plans to continue this model in future campaigns. The event was part of a broader below-the-line (BTL) campaign focused on education and engagement.
“We created a relaxed environment for interaction. There was no sales pressure,” Verma said. “It was about getting honest feedback from real customers. Many said they would return to make a purchase later.”
The brand reported a 20–25% increase in sales during the event period, though conversion was not the immediate focus. “Jewellery is not an impulse purchase. People usually take time to decide. Our goal was to make them comfortable with diamonds as a product category,” noted Verma.
Looking ahead, the brand plans to launch another lightweight jewellery collection and a chain-focused campaign in the coming weeks. “We want to continue this momentum. The engagement with professionals has opened new possibilities for us,” Verma said.
Established in 1967 by the late Jwala Prasad Verma, Verma Jewellers has been a pillar of the jewellery industry in Solan, Himachal Pradesh. The brand now operates three stores in Solan, located in Ganj Bazar, Upper Bazar, and Bajoral Khurd, offering high-quality jewellery to the people of Himachal Pradesh.
Written by Achal Chaubey
Retail Jeweller India Exclusive
