Wondr Diamonds hosts ‘Wealth out of Waste’ contest, spreads awareness about sustainability

Through the contest, the brand invited youngsters to submit their creations, made out of waste materials, at any of its stores across five States. The initiative not only helped the brand explore the market for environmentally conscious consumers, but also understand how people care for the environment

Chennai: With a lot of conversation around environmental conservation and recycling everyday things, brands are bringing sustainability into their operations in different ways. Lab-grown diamond brand Wondr Diamonds took it up a notch higher by holding the ‘Wealth out of Waste’ contest through which it invited youngsters to create a meaningful project out of waste materials. Started on November 14, 2023, i.e., Children’s Day, the contest required participants to submit their creations at any of the brand’s 14 stores across five states.

To enhance the reach of this contest, Wondr Diamonds partnered with national daily The Hindu, which helped it explore the market for environmentally conscious consumers who could relate with its brand values.

In the second edition of ‘Wealth out of Waste’, over 1,600 entries were submitted across the brand’s 14 showrooms in five States, including Chennai (T Nagar, Anna Nagar & Velachery), Vellore, Coimbatore (R S Puram & Big Bazaar Street), Madurai, Dindigul, Dharapuram, Bangalore (Jaynagar & Malleshwaram), Calicut, Guntur & Hyderabad (Panjagutta).

Aishwarya Guptha, Founder, Wondr Diamonds said, “With The Hindu’s school supplement carrying the details of the contest, school students from different age groups were a major part of the initiative and that had a positive impact on the brand and what it stands for. Moreover, these children were accompanied to the store by their parents when they came to submit entries, and we could talk to them about environmental sustainability, since they were also aligned with our thought process.”

When the students visited the stores to submit their projects, they were required to explain how they created their models and in what way it would help the environment. Three judges, including an environmental science specialist, observed each of the projects and understood the aim behind the creations. According to Guptha, having a specialist as a part of the judging process was necessary to render more authenticity to the contest.

“During the course of the contest, we could also explain to the parents what a lab-grown diamond is and what impact it will have on the environment. We have seen that this makes a lot of difference to customers of lab-grown diamond jewellery,” Guptha observed.

Through this contest, the brand also observed that the participants were quite aware about environmental conservation, non-polluting substances and sustainability. “We will continue to undertake such initiatives in future as it is not only the participants, but also their families who will be keen to protect the environment and the impact will keep growing. Our aim is not to get business through this contest, but in future, people who feel the same about the environment as we do, may want to become our customers,” said Guptha.

Written by Aparna Bhowmick

Retail Jeweller India Exclusive