Diya Gold & Diamonds extends Onam festivities across the UAE with customer-centric activity

The retailer combined lucky draws, customer rewards and social media engagement across its retail network

Ajman: Diya Gold & Diamonds recently extended its Onam celebrations across the UAE through customer-centric activities that combined digital engagement and cash rewards. The initiative was aimed at encouraging festive participation while creating more opportunities for customers to interact with the brand during the Onam season.

Customers entering the programme were required to follow Diya Gold & Diamonds’ UAE social media account and mention two friends in the comments section of the promotional video. The format enabled the jeweller to reach more potential customers through participator networks while extending its Onam communication.

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A post shared by DIYA Gold & Diamonds UAE (@diyagoldanddiamonds.uae)

In India, Diya Gold & Diamonds introduced its ‘Rs 10 lakh in rewards’ Onam campaign, which ran from August 15 to 29, 2026. The 14-day initiative featured daily in-store lucky draws, with five winners receiving cash rewards each day. The daily format created multiple customer touchpoints during the campaign period rather than concentrating engagement around a single draw. By conducting the activity inside its showrooms, the retailer linked the rewards programme with store visits and gave customers an additional reason to participate during the festive shopping period.

The UAE give-away encouraged online participation and interaction, while the India activity connected rewards with physical visits to the stores.

For jewellery retailers, festive campaigns that combine rewards with participation can support customer acquisition by creating reasons to visit stores and interact with the brand beyond a purchase. Social media-led activities can further expand reach, while in-store initiatives can convert festive attention into physical customer visits.

Diya Gold & Diamonds has built a growing retail presence across India and the UAE. In Kerala, the brand operates six showrooms in Perambra, where it was established as Diya Gold Palace in 2003, as well as Meppayur, Balussery, Mukkam, Thamarassery and Iritty. Its UAE network includes outlets at Safari Mall and Rolla Square in Sharjah, Hamdan Street in Abu Dhabi and Fakhruddin Mall in Ajman.

Retail Jeweller ME News