Meralda Jewels woos customers by telling jewellery stories through ‘Jewels of Meralda’

Online campaign communication familiarizes customers with collections even before they visit the brand’s store, supporting steady walk-ins and deeper in-store engagement during the campaign period

Dubai: Meralda Jewels is running the ‘Jewels of Meralda’ campaign across its Middle East stores to woo customers in the region. The curated initiative highlights its bridal and lifestyle collections, supported by visual story-telling and digital promotions. The campaign focuses on making fine jewellery buying more accessible while creating a premium customer experience.

“Jewels of Meralda is not just jewellery display; it is a campaign that connects our customers with the story behind every piece,” says Labeeb Nelliyott, Director, Meralda Jewels. “Besides our stores in India, the campaign is running in our Middle East stores, allowing NRI and international buyers to explore curated collections in-store while engaging with digital story-telling. We want every interaction to be purposeful and meaningful, whether online or offline.”

According to the brand, the campaign was introduced in the Middle East to reflect the way Indian and South Asian customers approach jewellery buying in the region. In-store, Jewels of Meralda is being presented through exhibition-style branding. Sales teams focus on explaining craftsmanship, design versatility, bridal relevance, and long-term value, while also guiding customers through exchange and upgrade options. The emphasis is on helping customers make informed decisions rather than rushed purchases.

The campaign is supported digitally through social media content centred on styling, bridal unboxing, and jewellery transformation stories. Reels and posts highlight how traditional bridal pieces can transition into modern looks, alongside influencer and customer-generated content that familiarizes audiences with the collections. Communication around exchange options, upgrades, and bridal-to-lifestyle wear prepares NRI customers ahead of store visits, making in-store interactions more deliberate and decision-based.

Across Middle East locations, Meralda Jewels is seeing steady walk-ins, longer time spent in-store, and increased enquiries, particularly for gold exchange and diamond upgrades. Interest has also come from first-time customers engaging with the brand through this campaign. Many NRI and overseas Indian buyers have responded positively to the clarity of communication about jewellery that works both for weddings in India and for regular or festive wear in the Middle East.

Compared to earlier initiatives, the campaign has resulted in higher enquiry-to-purchase movement and repeat store visits during the campaign window, with customers treating the period as a timely opportunity to make planned jewellery purchases.

Meralda Jewels operates multiple stores across South India and two stores in Dubai. It is about to open a third store in the Middle East in Abu Dhabi.

Retail Jeweller ME News