With Aha Kalyanam campaign, Goyaz makes a big pitch for silver bridal jewellery in South India

In an aggressive marketing drive, the brand involves local TV actors, TV presenters, and Big Boss Telugu contestants to endorse bridal jewellery in silver, even as it taps into the gap between gold jewellery and 1 gram gold coated jewellery

Hyderabad: Goyaz Silver Jewellery goes by the tagline ‘India’s largest silver bridal jewellery’. Rising from a South Indian market that is specifically fond of diamond and gold jewellery, it adopted a brilliant marketing tactic to capture the hitherto lukewarm silver jewellery market to become one of the country’s most rapidly expanding silver jewellery brands. 

The brand’s Aha Kalyanam campaign, inspired by ‘Band Baaja Bride’ by couturier Sabyasachi Mukherjee, started in November 2023. This required Goyaz to record bytes of would-be-brides and grooms and the brand had 5-6 brides convert their inputs into stories on YouTube and Instagram. The entire process of them coming to the store, picking the jewellery, to decking themselves up on their D-day was recorded by Goyaz. This created a strong brand and category recall amongst the target audience, of brides unsure about silver as bridal jewellery. 

Discussing the brand’s growth roadmap, Priyanka Jain, MD, Goyaz Silver Jewellery, says she saw opportunity in the huge gap between gold jewellery and 1 gram gold coated jewellery and tapped into it. Through influencer marketing, the brand created an aspirational imagery for silver by appealing to the working class and upper middle class. As part of the plan, the brand roped in local actors, TV presenters and Big Boss Telugu contestants to promote Goyaz Silver Jewellery on radio and print media, much to the amazement of a gold-loving society. 

“The aim is to sell jewellery that looks like diamonds and gold. The product is not as cheap as 1 gram jewellery or as expensive as gold. We also provide 55% buy-back option, so the jewellery is not of dead value. We assure lifetime service for any damaged stone or breakage. Our first store was launched in January 2023 at KPHB, Kukatpally, Hyderabad followed by one at Punjagutta, after which new stores started coming up every two months. By October 2023, the brand had five stores,” says Jain.

In terms of assessing store performance, the three stores in Hyderabad, Telangana are spread across a busy jewellery and textile market. The brand only considers main roads for store location and that too, on the ground level. The stores at KPHB Kukatpally and Punjagutta perform the best in terms of numbers. The third store in Hyderabad gets slightly less footfalls but has good bill value, because it is in a residential area, observes Jain. The other two stores in Vijayawada and Vizag also do well, and have particularly picked up steam after the Aha Kalyanam campaign, she adds. 

The brand’s focus on back-end research and development helped it employ kaarigars who have worked on gold and diamond jewellery and can replicate the look in silver. One of the standard points of Goyaz is design monopoly, which they ensure by buying bulk stocks from manufacturers. In terms of bridal jewellery, in South India people wear a lot of diamond jewellery and waist belts, called ‘Vadyanam’ in Telugu. Goyaz held an exhibition of waist belts titled ‘Vadyanam mela’ and followed it up with a bridal jewellery mela, in which it represented bridal looks across States by dressing up models accordingly and presenting them at all its stores. 

“We ensured that whatever jewellery was shown in a video must be present in terms of healthy stock across our showrooms for the next 10 days to satiate demand. I want to extend this campaign up to August, 2024,” Jain concludes.

Retail Jeweller India Exclusive