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Viswa & Devji Diamonds expands value proposition of diamond jewellery with ‘Pink Box’ curation




This is the fourth year that the brand is working on the ‘Pink Box’, which holds a carefully picked set of four pairs of earrings, priced at Rs 1.99 lakh

Coimbatore: Precious jewellery often stands for much more than the monetary value of the product. Tiffany’s famous Blue Box, for instance, embodies the magic of Tiffany and the assurance that what comes out of a Tiffany Blue Box will always bring joy, symbolizing far more than the precious design it contains.

Closer home, Coimbatore-based Viswa & Devji Diamonds has come up with the ‘Pink Box’, a curated collection of four pairs of earrings, priced at Rs 1.99 lakh. Now in its fourth year, the product has done remarkably well in the market during its limited-time offer. Apart from having four designs for various occasions, the buyers get to exchange the earrings for new designs at no additional cost after a year of purchase. This proposition allows customers to get more value from the same purchase, thus increasing brand stickiness.

The brand also collaborated with jewellery curator and fashion enthusiast Sangeetha Peter for an Instagram reel detailing the Pink Box, which received over 12K views since it was uploaded on January 18, 2024.


When asked about the inspiration behind the product, Aishwarya Guptha, Chief Executive Officer of Viswa & Devji Diamonds, said, “We are always on the lookout for doing creative campaigns. Diamonds are a woman’s best friend and earrings are the first items that women buy in jewellery. Then come the rings, pendants and necklaces. So, we went ahead with earrings. Then, we thought of giving multiple choices to the consumer, instead of just one pair, and thought four is a nice number to try. That’s how we launched the Pink Box.”

With the Pink Box, women across age groups can wear dazzling diamond earrings. “We have seen friends sharing the box, or buying it for themselves. It’s a great value addition at the price we offer. Our limited-time offer ran for 25 days – from January third week to February 15. After a year of owning the pieces, customers can come and change any of the earrings, picking from the huge collection of diamond earrings by Viswa & Devji. There is no restriction on that,” Guptha added.

The response to the Pink Box has been great, because buying jewellery no longer means men gifting jewellery to women, and self-gifting is a big trend. “Launching the Pink Box before Valentine’s week helped create a healthy demand for it. Making it a limited-time offer also helped customers understand the value proposition and buy on time,” said Guptha.

This is the fourth year of Viswa & Devji Diamonds working on Pink Box as a campaign. Every year, the focus stays on earrings and over the years, sustained product promotions have helped Pink Box become an annual extravaganza for the brand’s evolving clientele.

Retail Jeweller India Exclusive

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