Kathaa Fine Jewels is a proud subsidiary of Swarnaganga — A brand for everyday jewellery. The founders realised that they had cracked the everyday wear market and now they wanted to target more premium customers and enter the bridal jewellery segment. That’s how Katha Fine Jewels was born. However, the founders didn’t know this market as they were catering to a whole new audience which was a huge challenge.
Kathaa Fine Jewels had some big challenges right from the start. First, they needed to figure out who their target market was for expensive jewellery. The bridal segment was different from their everyday wear audience and they weren’t sure who the ideal customers were or what they truly wanted.
Next, they deal with having a limited online audience. Kathaa Fine Jewels was new and relatively unknown in a crowded market. Building trust with potential customers was crucial, but it wasn’t going to be easy.
Then there was the challenge of boosting sales during the wedding season. This is a key time for jewellery purchases, but without a clear strategy, Kathaa risked missing out on eager brides and their families who were ready to shop.
Lastly, Kathaa had to compete with established brands that already had a strong presence in the premium jewellery space.
Kathaa struggled with footfall, largely due to the lack of a targeted audience. Through extensive research, we identified two key groups—brides-to-be investing in jewellery and affluent women seeking elegant pieces for events. We tailored social media marketing accordingly to engage these audiences directly.
Kathaa was new. They wanted to get noticed and increase footfall in their store. That’s why we launched The Grand Diamond Fest. The name grabbed attention, but the real game-changer was the offer: 25% off the value of diamonds (not the jewellery).
This smart strategy kept profit margins intact while attracting customers. We amplified this with eye-catching posts, collaborations with influencers, and strategic billboards, reaching over 9,00,000+ people both online and offline.
When wedding season hit, we kept the momentum with the Sets and Bangles Festival 2024, laser-focused on two essential items for Indian weddings. While competitors stuck to generic offers, we stood out by honing in on these timeless pieces. The result? Another standout campaign that boosted Kathaa’s visibility.
Instead of generic festival posts, we leaned into the meaning of "Kathaa" (story) to craft narrative-driven campaigns. Festival stories connected with people emotionally, driving shares and reinforcing Kathaa as a brand deeply rooted in tradition.
With so many views and followers, their reach has skyrocketed! As a result, brand visibility soared in just six months. Notably, their jewellery videos gained substantial views without any ad spend, showing that people are actively exploring their designs, which could lead to store visits. On top of that, they receive 10-15 inquiries each month solely through Instagram.
