Avanish Agarwal on Sri Jagdamba Pearls’ festive strategy

As part of MediaBrief’s exclusive invite-only FestiveBrandBrief26 series, Avanish Agarwal, Managing Partner, Sri Jagdamba Pearls, shares how the brand is approaching the festive season by blending its Hyderabadi heritage with contemporary jewellery trends. He also speaks about the role of omnichannel marketing, youth-focused collections, cross-platform integration, and the brand’s efforts to create seamless online-to-offline customer journeys. Read on.

Outlining Sri Jagdamba Pearls’ festive strategy, Avanish Agarwal, Managing Partner, Sri Jagdamba Pearls, says, “Sri Jagdamba Pearls unites a century-old royal legacy with modern digital reach for the festive season.”

“The strategy focuses on curated pearl-fusion collections, high-engagement customer rewards, and expanded omni-channel retail experiences across Hyderabad and newer national markets. We are highlighting certified, sustainable pearl collections and curated Shringar gift boxes to capture the celebratory spirit,” he adds.

Agarwal says the brand is also responding to evolving consumer behaviour. “To target Millennials and Gen Z this festive season, we are shifting away from heavy, locker-bound ornaments.” The focus he says, “Is on functional, everyday luxury and wearable designs.”

To target Millennials and Gen Z this festive season, we are shifting away from heavy, locker-bound ornaments: Avanish Agarwal

As part of its strategy, the brand is also planning an assortment to match its youth-centric festive initiatives. Speaking about this, he says, “We are promoting the trend-led Ira Collection featuring baroque pearls with organic shapes and minimalist styles, alongside versatile South Sea pearl workwear jewellery, male-centric pearl accessories and budget-friendly lightweight pieces designed in response to rising gold prices.”

Jagdamba Pearls’ omnichannel festive approach

Speaking about the mediums and platforms being leveraged this festive season, Agarwal says, “Our festive marketing strategy uses a three-tier omnichannel approach to blend digital reach with in-store heritage experiences.”

On digital platforms, he says, “Instagram and YouTube will be used to showcase modern, lightweight pearl-fusion styling through short-form video reels and lifestyle-led content targeted at younger audiences.”

Performance-led channels will support consumer consideration. “Google Shopping and performance advertising will help us reach active shoppers and corporate gifters, driving high-intent traffic directly to jpearls.com,” he adds.

Modern consumers research jewellery on social media, compare prices online, but prefer to touch and feel premium items in a showroom before buying: Avanish Agarwal

At the retail level, the focus remains on immersive experiences. “We are utilising live pearl-grading counters, personalised consultations and high-impact point-of-sale displays across showrooms to convert footfall.”

Across its stores in Hyderabad, Bengaluru, Kochi and Visakhapatnam, the brand is also introducing experiential activations. “Interactive festive scratch-card rewards and daily gold coin giveaways will support immediate conversions while making the shopping experience more engaging for consumers,” Agarwal says.

How Jagdamba Pearls is connecting discovery and purchase

On the importance of cross-platform integration, Agarwal says, “Cross-platform integration is critical because jewellery buyers frequently switch between online browsing and in-store visits.”

To maintain consistency, the brand has built its festive campaign around a single theme. “We maintain a unified campaign under the theme ‘Heritage Pearls for Modern Celebrations’.”

Agarwal adds, “We are using identical visual branding and matching promotional offers, including daily gold coin giveaways, across both digital channels and physical showrooms.”

The company is also working to bridge online and offline customer journeys. Elaborating on this, he says, “We use geo-targeted digital advertising to drive online audiences to nearby stores, while retargeting undecided showroom visitors through digital channels to help complete the purchase journey.”

Avanish Agarwal on measuring festive success

Explaining how the brand will evaluate the effectiveness of its festive marketing efforts, Agarwal says, “To measure festive campaign success, we track digital performance, physical store metrics and integrated brand growth across channels.”

On the digital front, the company is monitoring return on ad spend, customer acquisition costs and website conversion rates. “We are focused on maximising online performance, ad efficiency and e-commerce growth while optimising acquisition costs among younger digital buyers,” he says.

We are implementing an integrated strategy built on connected digital channels, unified online-to-offline journeys and frictionless in-store incentives: Avanish Agarwal

Retail performance will be measured through footfall, conversion rates and average bill values. “Footfall volume, in-store conversion and average bill value remain important indicators of how effectively we are converting festive demand into sales.”

“We closely track online orders fulfilled through store pickups, reward redemptions and audience growth across social channels to understand the overall effectiveness of our integrated approach,” Agarwal adds.

Avanish Agarwal on omnichannel fragmentation

Speaking about the biggest challenge facing brands during the festive season, Agarwal says, “The biggest challenge brands face today is omnichannel fragmentation, where customers switch between digital research and physical buying, making it difficult to deliver a unified message and track sales accurately.”

He continues, “Modern consumers research jewellery on social media, compare prices online, but prefer to touch and feel premium items in a showroom before buying.”

To address this challenge, Sri Jagdamba Pearls has adopted a technology-led approach. “We are solving this friction by implementing an integrated strategy built on connected digital channels, unified online-to-offline journeys and frictionless in-store incentives.”

Agarwal adds, “By combining target-ROAS campaigns on Meta and Google, a seamless click-and-collect model, and experiential rewards such as scratch-card promotions and gold coin giveaways, we aim to create a smoother customer experience across every touchpoint.”