With sit-and-draw competition for kids, Aisshpra Gems and Jewels builds a connect with parents

The initiative on Children’s Day engaged both kids and parents, forging relationships and promoting goodwill. Although sales were majorly in the form of small-ticket purchases with a conversion rate of 15-18%, goals towards long-term associations were met

Gorakhpur: Aisshpra Gems and Jewels recently organized a sit-and-draw creative competition aimed at engaging children and their parents, especially in smaller cities where such interactive events are limited. The campaign’s primary goal was to provide a creative platform for children while fostering meaningful connections with their parents.

“The competition, which took place in both Aisshpra Gems and Jewels showrooms and local schools with which we partnered, encouraged children to draw necklaces based on a bust displayed in front of them, allowing them to showcase their artistic skills. The event, designed as an ice-breaker, helped introduce Aisshpra Gems and Jewels to many new customers, including some parents who were unfamiliar with the brand,” said Saumitra Saraf, Director, Aisshpra Gems and Jewels. During the event, parents had the chance to explore the store and interact with the team, leading to some jewellery sales and the opening of monthly savings schemes.

The campaign’s inspiration stemmed from the idea of creating a fun, interactive experience for children while simultaneously providing an opportunity to build relationships with their parents. Participants, especially those whose children were actively engaged, felt proud and excited about their children’s involvement. Many parents even took photos in the store, capturing memories of the event, thus ensuring brand recall.

While the event did not aim to promote a specific children’s jewellery collection, it was a valuable brand-building exercise for Aisshpra Gems and Jewels, said Saraf. The competition fostered goodwill and engagement, allowing the brand to connect with customers. According to Saraf, sales were modest, with a conversion rate of 15-18% on small-ticket items, but the primary focus was on relationship-building rather than immediate sales. Looking ahead, the brand plans to continue such initiatives.

Currently, Aisshpra Gems and Jewels is preparing for the opening of a flagship store in Lucknow on November 22, a milestone event for the company. This 10,000-square-foot premium store marks a significant expansion for the brand as it gears up for the upcoming wedding season. The brand currently operates 11 stores in Uttar Pradesh with plans in motion to set up 25 franchise stores by the end of 2025.

Written by Amaan Kasu and Achal Chaubey

Retail Jeweller India Exclusive