Designed around customer-led gatherings of about 25-30 women, the initiative combines food, games, jewellery try-ons and ramp walks, building stronger brand engagement through a shared experience. The brand has already seen an average conversion rate of 30% through these events
Lucknow: Aisshpra Gems and Jewels is generating in-store momentum through its ongoing ‘Walk of Shine’ series—interactive fashion walk events hosted for its high-value clientele, focused on fostering stronger connections with its existing customers and generating new business leads through word-of-mouth. Being held at the brand’s Lucknow store and other locations, the events are designed as customer-led gatherings where groups of women—primarily from upper middle class and high-net-worth circles—host informal meet-ups, inviting their own guests.
Each group of around 25-30 women arrive at the store, where Aisshpra curates a complete experience for them, including food, interactive games, and a fashion walk using jewellery from the showroom. The participants select jewellery pieces of their choice, based on personal style and walk the ramp within the store. This not only makes the event interactive but also enables the brand to understand individual preferences and strengthen retargeting efforts.
“These events are not planned for immediate sales. Their main function is to increase showroom walk-ins and strengthen brand recall through experience,” said Saumitra Saraf, Director, Aisshpra Gems and Jewels. “If purchases happen, they are usually impulse buys. The long-term benefit comes from lead generation and relationship building.”
The event also helps the brand collect preference data, which is later used for targeted communication based on product types like antique, diamond, polki or gold jewellery. As women interact with the brand through personalized experiences, their connection deepens, improving the chances of future purchases.
“Our goal is simple—to bring people into our stores. The biggest challenge for any retailer is walk-ins. Through these events, one client brings 30 more potential customers, all of whom engage with our product range for over two hours,” added Saraf. “We see an average conversion rate of 30% from these leads over time.”
While Aisshpra does not curate the event around specific collections, it ensures the full range is available for customers to choose from. The approach allows the brand to offer a genuine and open experience, further enabling word-of-mouth marketing.
Through Walk of Shine, Aisshpra is investing in relationship-driven retailing that supports its business growth while offering customers a platform to interact, explore and return.
Aisshpra Gems and Jewels, a third-generation jewellery brand established in 1940, currently operates 11 stores across Uttar Pradesh and has ambitious plans to expand its footprint to 25 franchise locations by the end of 2025.
Written by Achal Chaubey
Retail Jeweller India Exclusive
