The idea for the travelling showroom project came from a customer, and it has already unlocked business opportunity
Pune: In an effort to strengthen customer outreach and expand its presence across Maharashtra, CS Jewels has launched ‘CSJ Suvarna Safar’, a mobile showroom designed to take the brand’s premium jewellery collections directly to Tier II and Tier III towns. The concept aims to offer the full CS Jewels retail experience at customers’ doorsteps, and in the process, build stronger connections with communities.
“The idea for CSJ Suvarna Safar was inspired by our customers,” said Siddharth Shah, Director, CS Jewels. “We realized that while the aspiration for high-quality jewellery is universal, access is not. For families in smaller towns, visiting our stores in major cities can be time-consuming and costly. So, we decided to take our store to them.”
The initiative revolves around a mobile showroom that travels across Maharashtra, displaying curated gold, diamond, and silver jewellery collections. Each stop is planned in advance and supported by local engagement activities, ensuring that residents can explore and shop in a trusted and convenient environment.
“Our customers in developing towns are responding very positively,” said Shah. “CSJ Suvarna Safar has not only generated new sales in untapped regions but also strengthened our brand visibility. Many customers who experience our service through the bus later visit our main stores for larger purchases.”
The initiative has also become an effective brand-building exercise. Through regional media promotions, geo-targeted digital outreach, and word-of-mouth referrals, the campaign is driving awareness and loyalty beyond metropolitan boundaries.
“CSJ Suvarna Safar represents our philosophy of accessibility and trust,” added Shah. “It allows us to reach more families while reinforcing our commitment to customer-centric service.”
By combining innovation with tradition, CS Jewels’ travelling showroom is bridging distances – both geographical and emotional – and redefining jewellery retail in smaller markets.
The story of CS Jewels began when Late Shri Chandulal Shah founded the brand in 1827 in the town of Baramati, Maharashtra. Over the years, the brand, known as ‘Chandukaka Saraf’ expanded, with its legacy continuing into the present day. In December 2023, the company adopted a new logo and rebranded as CS Jewels. Today, it operates 18 stores, with 14 located across western Maharashtra and four in Karnataka.
Written by Achal Chaubey
Retail Jeweller India Exclusive
