The third edition of a platinum jewellery promotional effort by the Platinum Guild International (PGI) India called the ‘Season of Love’, which ran from May 16 through June 17 last, has concluded with great success, registering retail sales growth of 70 percent, the PGI said.
According to the PGI, there was also a whopping 75 percent increase in retailers who participated in the campaign, which featured a digital outreach along with direct mailers, outdoor advertising and store-initiated consumer previews. Prizes for consumers were also on offer, including romantic holidays and five-star dinner experiences. A grand prize gives the winner ₹300,000 ($4,373) worth of platinum Evara jewellery.
Speaking about the campaign Orra CEO Vijay Jain said, “The Season of Love has been a very rewarding initiative. The campaign generates huge excitement at a consumer level and gets our store new walk-ins every single year.”
Joyalukkas Diamond Vision Manager Suresh VN observed, ”We are happy with the sales of platinum jewellery at Joyalukkas. Especially during Season of Love, we have witnessed new sets of customers buying platinum jewellery. Apart from wedding bands, Platinum Evara and men’s jewellery that come in unique designs have helped us drive growth this season.”