“Our festive ads ran everywhere, but walk-ins were the same as last year.”
Every ad should name the store and the offer, and say when it ends. We plan festive campaigns that way, then track visits and sales by store.
This is mineHome / Industries / Retail & jewellery
Industries · Retail & jewellery
Retail andjewellery marketing
For stores that live on walk-ins, from a single jeweller to a retail chain. Get people through the door, and know which rupee brought them.
/ 01 Retail and jewellery marketing
Footfall first.Then the sale.
Most buyers want to see a piece before they pay. But they check online first, and the store that shows up well at that moment gets the visit.
PromotEdge brings more buyers into the stores of jewellers, fashion retailers and retail chains. We plan festive and wedding-season campaigns and look after your local search and social media. Print and outdoor ads, and the branding inside the store, follow the same calendar. Then we show you which spend brought the visits and sales, store by store.
We plan around two moments. The first is the phone in the buyer's hand before the visit: Google Maps, Instagram, WhatsApp and the store's own listing. The second is the street and the store: the festival-morning newspaper ad, the hoarding, then the window and the counter.
Jewellery adds trust. A family buying wedding gold wants the purity, the making charges and the buy-back terms before it walks in. Clear information beats another discount. Good jewellery website design shows these facts on every piece page, and a big Call button. Our jewellery marketing page goes deeper.
Online-first fashion brands, called D2C (direct-to-consumer) brands, have their own page: D2C and ecommerce.
/ 02 What usually gets in the way
What gets in the wayand the way through.
“People find a competitor on Google Maps, even when standing near our store.”
Fix each store's Google Business Profile first: the right category and real photos, with current hours and reviews. Our local SEO (search engine optimisation) work does this.
This is mine“We get many WhatsApp price questions, and most go cold.”
Quick replies win the visit. Our WhatsApp marketing set-up gives every message an owner.
This is mine“Customers ask about hallmarking and making charges, and our ads say nothing.”
Show the hallmark, the making-charge basis and your exchange terms plainly. That builds trust a discount banner can't. We put them in your ads and on counter cards.
This is mine/ 03 Proof
Who we haveworked with.
For Nitya, a jewellery house launched in Burrabazar, Kolkata, in 2022, we built the story and vision, the logo and moodboard, and its first social media reels. Style Baazar is also our client.
Brands in this trade we have worked with
“I commend PromotEdge as a content and advertising partner. I applaud their top-notch team, swift problem-solving, and outstanding digital media work for my brand. I express my happiness and eagerness for a long-term partnership.”
Priyanka GuptaDirector at Nitya Gold & Diamonds/ 04 Order to start
Omnichannel advertising for retail:one story, one store calendar.
Omnichannel means the buyer meets one story everywhere, on one calendar of festivals and wedding seasons.
| Pillar | What we do | Why |
|---|---|---|
| Strategy | Brand positioning against nearby rivals, then an offer calendar and a media plan by store. | A clear reason to choose you ends the discount race. |
| Advertising (mainline) | Festival-morning newspaper ads, radio around sale days, hoardings on the roads to your stores, and collection shoots and films. | These reach whole families planning big festive purchases. |
| Digital | Meta and Google ads by area, with Google Business Profiles, creators, reels and WhatsApp follow-up for every store. | Buyers pick the store on their phones. |
| Below the line (BTL) and in-store | Window displays, in-store branding, trunk shows and bridal events at the store; mall activations and launch events outside. | A strong window and event turn passers-by into buyers. |
What can't be measured can't be achieved. We track footfall and sales by store wherever your billing system allows.
/ 05 Cost
What affects the cost of retail marketing.
We don't publish a price list. After a 30-minute strategist call, a written quote follows within 2 working days, with every actual cost shown before you approve it.
What affects the cost
- Number of stores and cities
- The festival and wedding calendar you want to cover
- Media mix: digital only, or with newspaper and outdoor too
- Content and in-store work: shoots, reels, windows, events
How we quote
- We talk about your stores and the season you care about
- We check your listings and footfall tracking, then write a scope store by store
- You approve the scope and each actual cost first
What you get in the quote
- The stores covered and the festival calendar, with dates
- The media mix, with paid space and airtime at actuals
- Content and in-store work, with printing quoted separately
- A report of visits and sales by store, where your billing system allows
How it is billed
| Way of working | When it fits |
|---|---|
| Monthly retainer | Always-on local search and social media, with ads and reporting. Minimum 3 months, 30 days' notice to stop |
| Season campaign | A festive, wedding-season or launch campaign with a fixed scope. Timeline confirmed in the quote |
| Media and production at actuals | Ad spend, newspaper space, airtime, hoardings and printing |
Ask any agency, including us, how it will show you visits and sales by store, along with reach.
Every client and project is different. The cost depends on the effort it takes, so we price after the first call.
/ 06 Services
Services forretail and jewellery.
Jewellery branding
A shop name and look that jewellery buyers recognise on the board, the box and the phone.
AI for retail stores
AI drafts product descriptions and shop captions, and your team checks every detail before it is posted.
Website and online catalogue
A fast phone website with store addresses and large Call and WhatsApp buttons.
Retail marketing strategy
One plan across search, ads, social and WhatsApp for store shoppers, with results read on visits and sales.
Brand and positioning
A clear reason to choose you over the store down the road.
Festive and wedding campaigns
Ads and short films that name the store and the offer, and say when it ends.
All services for retail & jewellery (9)
Newspaper, radio and outdoor
Festival-morning newspaper ads and radio slots, plus hoardings on the roads to your stores.
Google Maps and local search
A complete Google Business Profile for every store, so nearby buyers find you first.
Google Business ProfileGoogleGoogle and Meta ads
Search and social ads shown only around each store, switched on for sale days.
Google AdsMetaSocial media and creators
New-collection posts and reels with a reason to visit and a code to mention.
InstagramFacebookWhatsApp replies and bookings
Quick replies to buyers' questions and visit bookings, plus festival messages for people who agreed.
WhatsAppCRM and customer list
A CRM (one place for every customer) sends anniversary and festival messages on WhatsApp.
WhatsAppSignage and window displays
Signboards and in-store branding with seasonal windows, delivered within the PromotEdge group.
Launch and mall events
Store launches and mall activations, plus trunk shows and bridal events that bring walk-ins.
Footfall and sales tracking
Store-wise offer codes and call tracking, with Google Business Profile insights, show which spend worked.
GoogleThinking of a new store, owned or on franchise? Tell us the city, and we'll talk through which way suits your brand. Plan the next store
/ 07 AI and automation
AI for retail:where it helps today.
Real business problems, from sales to back office, each with a plain AI fix. A person stays in charge of every step.
When gold prices rise and demand slows, jewellers tend to offer bigger discounts and spend more on promotions, which can trim profit.
The AI fix With consent, purchase history drives WhatsApp messages for weddings, anniversaries, gold-savings instalments and old-gold exchange, instead of blanket discounts. The marketing head approves every offer and honours opt-outs.
Far more Indians use social and messaging apps than shop online, so a chat enquiry has to be handled well to become a sale.
The AI fix A WhatsApp assistant shows the catalogue, answers stock questions from the stock sheet, books a store visit and logs the chat. Staff handle price talk and custom orders.
AI and automation systems WhatsApp automation Chatbots
These show what such tools do. Each card links its source. We do not claim a past project here.
/ 08 What's included
Retail and jewellery,segment by segment.
Our beliefWe know digital inside out, and we think like an Indian business.
Go deeperMore on this
The retail and jewellery market in depth
Market size and trend
Indians bought 430.5 tonnes of gold jewellery in 2025, down 24% on 2024. Gold's price rose 74%, so the tonnes fell, yet spending hit a record US$49 billion. In the RAI survey (Retailers Association of India), all retail sales grew 10% in August 2026 over a year earlier.
Source: World Gold Council, Gold Demand Trends Full Year 2025 (jewellery), 29 January 2026. IBEF, Retail sector logs 10% growth in August (RAI Business Survey, Round 74), 24 September 2026
How buyers decide
Our view: a family asks relatives and the jeweller it already trusts. Then it checks Google Maps, Instagram and reviews, and visits two or three stores. It drops out when a price is vague, a message goes unanswered, or the shop looks tired.
What buyers expect
In their words: "Is it pure? What will I get for my old gold? What is the final bill?" Few say the rest aloud. They also judge you on a hallmark they can check in the BIS Care app, a plain making-charge rule, and a quick, polite reply on WhatsApp.
How retailers here sell
Owner-run showrooms live on family trust and local search. Chains with franchise partners need every store to look and sell the same way, as on our franchise page. Online-first brands add stores, as on our D2C page. See our business models guide.
Where it is heading, and AI today and next
The World Gold Council says high prices push buyers to lighter pieces and 14 or 18 carat gold. AI today answers WhatsApp questions, reminds savings-plan members and builds the sales sheet. AI next may name stores in its answers. AI cannot set your gold rate or judge a bride's taste. See our AI systems.
Source: World Gold Council, India Gold Market Update (Kavita Chacko), 16 January 2026. Gold Demand Trends Full Year 2025 (jewellery), 29 January 2026, for 14 carat gaining ground among younger buyers in northern cities
People, bodies and stories
Associations and bodies
GJEPC: the Gem and Jewellery Export Promotion Council, with trade shows and gem labs.
GJC: the All India Gem and Jewellery Domestic Council, a national trade federation for jewellers.
BIS: India's national standards body, which registers jewellers and runs hallmarking.
Retailers Association of India: a not-for-profit body of retailers, with a monthly sales survey.
World Gold Council: the gold industry's membership body, with an India office in Mumbai.
Source: Each body's own website, read 10 October 2026
People who scaled the category
M. P. Ahammed chairs the Malabar Group. Entrepreneur India says he opened a jewellery shop in Kozhikode in 1993, and in 2020 the group launched one gold rate for all its India stores.
C. K. Venkataraman led Titan's jewellery business from 2005 and was Titan's managing director from October 2019 to December 2025.
Source: Malabar Group, read 10 October 2026. Entrepreneur India (Punita Sabharwal), 29 July 2023. Titan Company, Quarterly Update Q2 FY2019-20 (BSE filing), 7 October 2019. Titan Company, Annual Report 2025-26
A brand journey worth knowing: Kalyan Jewellers
The Kalyan family ran textile shops in Thrissur, Kerala. In 1993 T. S. Kalyanaraman opened Kalyan Jewellers there, saying customers wanted a gold brand they could trust.
With no hallmarking then, Kalyan ran campaigns teaching buyers about purity and price. Its first franchise store came in 2022, and by 30 June 2026 it had 524 showrooms.
Source: Business Standard, The golden rule of Kalyan Jewellers (T E Narasimhan), 23 May 2015. Kalyan Jewellers, About Us, read 10 October 2026. Kalyan Jewellers India Ltd, Q1 FY2027 investor presentation (NSE filing), 4 August 2026
What you can do, and how we would deliver
What you can do, and what is not ours
Keep one customer register, and ask the billing desk to note how each buyer found you. Gold sourcing, rates and scheme terms are yours, and your accountant should check them. Staff training and billing software are in-house or vendor jobs. We take the plan, listings, ads, windows and tracking.
How we would deliver, and why each step
First brand positioning, so buyers have a reason to pick you over rivals. Then a media plan by store and season, so spend follows the festival calendar. Then local listings, ads and WhatsApp for each store, because buyers choose on their phones. Windows and events follow, and tracking shows which spend brought visits. Vinnay Agarwaal, our COO (Chief Operating Officer), plans the operations and looks after our food, drink and lifestyle accounts. Jhalak Agarwal, our Performance Marketing Lead, runs the Meta campaigns and the D2C ads.
Fashion retail
Our view: fashion shoppers come in because of a window display or a friend's word, and they try on before they buy. Festival sales and new season drops bring them back. One rule: the 2022 Legal Metrology amendment (in force from 1 January 2023) lets a garment sold loose, where the buyer can inspect it, skip the full pack label. It must still show the brand's name and address, a care phone and email, sizes in cm and the maximum retail price (MRP). Window displays and a WhatsApp offer list work well. Stock and fit are not ours.
Source: Legal Metrology (Packaged Commodities) Third Amendment Rules, 2022 (G.S.R. 648(E)), 22 August 2022, Department of Consumer Affairs
Wedding-season campaigns for Retail and jewellery
First step: we would mark the wedding dates in your city on a calendar, and plan the offers and reminders backwards from them. We would measure store visits booked and bills made from each message, not likes. One rule: WhatsApp's business policy lets you message people only if they gave you their number and agreed to get later messages. Past customers who agreed can get early invites. Gold rates and designs are not ours.
Source: WhatsApp Business Messaging Policy, section 1, page last updated 23 September 2026
/ 09 Worth knowing
Worthknowing.
Useful before you start. Open it when you need it.
Checklist, rules, AI for operations, global events (4)
Brand basics checklist
The basics
- Logo and brand guidelinesOne set of logo files and a one-page guide to colours and fonts.
- Domain and business emailyourname.com and name@yourname.com, not a free mail address.
- A website that works on phonesFast, secure, with Call and WhatsApp buttons.
- Google Business ProfileCorrect name, hours, photos and category.
- WhatsApp BusinessCatalogue, quick replies and an away message.
- Social media handlesThe same name on each platform you use.
- Business cardsName, role, phone, email and website.
- Letterhead and invoiceYour legal name, address and tax details, with your logo.
- Company profile or brochureOne document you can send on WhatsApp.
- SignageMatches your logo and your Google listing.
- Photos and short videosReal work, real people, real premises.
For jewellery and retail
- BIS hallmark and HUID displayBIS logo outside, registration certificate and 10X magnifier inside. Source: BIS FAQ.
- BIS hallmarking centre rulesOnly BIS-registered jewellers use centres. Old hallmarked stock needs re-hallmarking with a HUID. Source: BIS.
- GST invoice with hallmark detailsGSTIN, HSN code, tax rate; net weight, purity and hallmarking charges. CGST rule 46; BIS.
- Catalogue with weight and purityEach piece with weight, purity and making-charge basis, ready to send on WhatsApp.
- Store branding and window displaysOne look in every store: signboard, windows, counter cards and bags.
- Gold scheme and savings plan terms, checked by your accountantShow all terms with the offer, in the claim's own language and font. CCPA, 2022.
- Return, exchange and buy-back policy pagePlain words. Lower purity on retest: twice the shortfall plus test fee (BIS).
Hallmarks and fair selling.
These rules decide what ads can say.
Hallmarking. The Bureau of Indian Standards (BIS) made gold hallmarking compulsory by an order dated 23 June 2021. The list now runs to 392 districts. A hallmark has the BIS logo, the purity and a six-digit HUID (hallmark unique identification) code.
Offers. CCPA (Central Consumer Protection Authority) guidelines of 2022 say a "free" offer is not free if the price was raised to cover it. A disclaimer must match the claim's language and font. Paid creators must disclose their tie.
Dark patterns. The CCPA's 2023 guidelines ban false urgency and drip pricing (showing parts of the price late in the purchase).
General guidance, not legal advice. The brand checklist above has more.
AI for the back office
A big share of clothing sold in end-of-season sales is there because planned stock did not match actual sales.
The AI fix A forecast from past store-wise and item-wise sales, festivals and local events suggests buy quantities and stock transfers. The buying head reviews and changes the plan before ordering.
Source: Apparel Resources (reporting a Vector Consulting Group and NielsenIQ survey of 100 businesses), 2025
Costlier gold and stock for new stores mean bigger jewellers borrow more for day-to-day money needs, with cash locked in gold stock.
The AI fix A stock-ageing report by design, weight and store flags slow designs for transfer or melting and fast sellers for reorder. The owner still decides every gold purchase.
Where hallmarking is mandatory, gold jewellery must carry a 6-digit HUID code, and BIS has acted against shops that did not show it.
The AI fix A tool reads each scanned tag's HUID, matches it with stock and invoice and flags items without a valid HUID before billing. The compliance head checks every flag.
Staff keep leaving retail stores by choice, so stores have to keep hiring and training new people.
The AI fix A WhatsApp assistant collects applications for store roles, asks basic screening questions, books interviews and sends joining reminders. HR and store managers make every hiring decision.
Global events worth a trip
JCK Las Vegas
Las Vegas, United StatesUsually June. Next: 4 to 7 June 2027.
Book the talks on marketing and technology early, then use the evening networking events to meet other retailers.
Jewellery & Gem ASIA Hong Kong
Hong Kong, Hong Kong SARUsually June. Next: 17 to 20 June 2027.
Register as a trade visitor, then plan your route: finished jewellery and packaging at one venue, jewellery materials at another.
VICENZAORO
Vicenza, ItalyUsually January. Next: 15 to 19 January 2027.
Use the collection previews to spot Italian-made trends early, and join the round tables on market trends before planning your buying.
NRF Retail's Big Show
New York, United StatesUsually January. Next: 10 to 12 January 2027.
Try the retail technology on the expo floor, then pick sessions on data trends and bring back one idea to test.
Do festive ads bring the same crowd, or do price questions go cold? Tell us which, and we'll look at your stores. Describe your store
/ 10 Events and exhibitions
Events and exhibitionsworth your time.
Where jewellers, retailers and their suppliers meet each year. Pick one or two, and plan the stall, the meetings and the follow-up before you book.
IIJS Bharat Signature (India International Jewellery Show)
MumbaiUsually January.
Pre-register online, then plan your days around the studded, gold and lab-grown sections so you reach the right stalls first.
IIJS Bharat Premiere (India International Jewellery Show)
MumbaiUsually August.
Sign up in the first registration phase and book supplier meetings ahead, so the visit has a clear plan.
IIJS Bharat Tritiya
BengaluruUsually March.
Compare regional makers over the three days, and place small trial orders with the ones whose finish and rates suit your shop.
IGJS Jaipur (India Gem & Jewellery Show)
JaipurUsually April.
With 85 companies in the last edition, you can meet each maker properly: ask for samples, minimum order sizes and delivery times.
Hyderabad Jewellery Pearl & Gem Fair (HJF)
HyderabadUsually May.
Sit in the retail symposium for ideas on bullion outlook and customer data, then walk the Zaveri Bazaar pavilion for ready-to-sell collections.
Lakme Fashion Week
MumbaiUsually October.
Watch the showcases for styling and design trends from emerging designers, and note what could shape your next jewellery range.
Dates change. Check the organiser's site before you plan.
/ 11 Learn from the leaders
What we can learn from the leadersin Retail and jewellery.
Well-known Indian brands, each with one plain lesson for an owner in your line of work. Names only, as public examples.
Fabindia
Give the people who make your goods a real stake in the business. It gives them a say and gives your product a true story.
What they did Business Today reported in 2010 that Fabindia, which began in 1960, had set up 17 community-owned companies. Artisans hold at least 26 per cent of each one.
Source: Business Today, 30 May 2010
Senco Gold & Diamonds
Make buying feel the same online and in your shop, so a customer can start on the phone and finish in the store.
What they did Senco's About Us page says it adopted a 'Phy-gital' model that joins its showrooms with its websites, mobile and chatbots. It states 200+ showrooms across 19 states.
Malabar Gold & Diamonds
Keep one clear price rule across all your shops, so a buyer does not have to wonder if another branch is cheaper.
What they did Malabar opened a 400 sq ft shop in Kozhikode in 1993. In 2020 it launched One India One Gold Rate, one gold rate in every store, says Malabar's Ahammed.
Source: Entrepreneur India, 2023
DMart
Pick one clear promise to your buyers, such as low prices every day, and run buying, operations and delivery around it.
What they did Screener's business overview describes DMart's strategy as low cost and low price every day. It says this rests on competitive buying, efficient operations and low-cost distribution.
Kalyan Jewellers
Let franchise owners fund new shops while you run them, so every shop looks and works like yours.
What they did Kalyan uses a franchise-owned, company-operated model, IIFL reported in December 2022. It planned 52 new showrooms, mainly outside the South, with franchisees playing a big role.
Source: IIFL (India Infoline) news, 2022
These brands are not clients of ours and we use no logos. Each card links its source.
Want a second pair of eyes on your hallmark and savings-plan wording? Send your ad and we'll read it with you. Send on WhatsApp
/ 12 What happens next
What happensafter you ask.
For projects we think we can help, this is how it goes.
- 01
A strategist calls you
In one working day: a 30-minute call with one of our strategists about your business and what is not working.
- 02
You get a 1-page plan
A short, honest plan: what to fix first and what we would do. It is free.
- 03
A quote, if you want one
If you want to go ahead, we send a quote within 2 working days.
We confirm the timeline in the quote. Contracts start at 3 months, with 30 days' notice to stop.
Brands and people are named only as public examples. They are not PromotEdge clients or endorsers unless stated.
Keep exploring
Related pages.
The expertise that fits your business, and the places we work.
Segments we work with
The services behind it
Other industries
For businesses with stores
Tell us which store isn't working.We'll show you where the walk-ins are.
Straight answers.
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It helps stores get more of the right people through the door and turn them into buyers. The work runs from local search and social media to ads by area, festive campaigns and window branding, with tracking of visits and sales.
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Your buyer meets one story everywhere: the Google listing, Instagram and WhatsApp, then the newspaper, the hoarding and the store window. Each carries the same offer and dates. We then count visits and sales by store, so you can see which channel did the work.
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Build trust before the visit. Show hallmarked pieces honestly. Explain making charges and exchange terms in plain words. Share real customer stories with permission, and keep each store's Google listing complete. Keep offers for the festive and wedding peaks, so a discount nudges buyers who already trust you.
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Two to three months ahead. Newspaper jackets and radio slots fill up early before big festivals, and so do good hoardings. Wedding buyers start looking well before the date, so your Google listing, photos and offer should be ready first. Book the media, then shoot, then go live.
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Yes, in most cases. We use store-wise offer codes and call and WhatsApp tracking, plus Google Business Profile insights. Where your billing system allows, we compare sales by store before and after a campaign. Staff note how each buyer found you at the counter, and that fills the gaps the tools miss.
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Jewellers, fashion and lifestyle stores, and retail chains, across India. Our servicing team is based in cities across India, and we talk every day. We meet you in your city at least once every three months. Online-first fashion brands are on our D2C and ecommerce page.
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Ask four things. Have they worked in retail or jewellery? Will they report visits and sales by store, not only likes? Will senior people work on your account? Can they run online and in-store work, so you need one vendor? Ask every agency, including us.
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It depends on the number of stores, the festival calendar, the media mix and the in-store work. We don't publish a price list. A written quote follows within 2 working days of the first call. Media, printing and event costs are billed at actuals.