The brand’s pieces were used as part of contestant styling, helping present the jewellery products in a natural setting
Udupi: Abharan Jewellers came on board as the jewellery partner for the ‘Mr & Miss 3182’ contest, aligning with a platform that brought together fashion, performance and a personality-based show. The association reflects how jewellery retailers are exploring newer spaces to stay visible among younger consumers.
The personality and talent contest served as a platform for young professionals, where participants were evaluated on presentation, confidence and overall personality. The format placed strong emphasis on styling, making it relevant for the jewellery brand, looking to showcase its designs in a fashion setting.
For Abharan Jewellers, the partnership was not limited to brand placement. The brand’s pieces were used as part of contestant styling. This helped present the jewellery products in a natural setting, where the audience could see how they fit into contemporary fashion.
This kind of association points to a broader shift in retail thinking. Jewellery brands are moving beyond festive promotions and store-centric campaigns to find visibility in environments where their target audience is already present. Platforms like ‘Mr & Miss 3182’ offer both physical exposure and digital traction, making them relevant for brands looking to stay current.
The event also created visibility for the jeweller through social media. Participants and their networks continued to share content before and after the event, extending the reach for associated brands. For the jewellery brand, this meant access to a wider audience that may not be immediate buyers but plays a role in shaping future demand.
Founded in 1935 in Udupi by Sri Burde Sadananda Kamath as Neo Jewellery Mart, the business later reopened as Abharan Jewellers in 1979 under Sri Madhukar S. Kamath. It now operates 20 showrooms across 18 locations in Karnataka and Goa.
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