Strategy & Execution
It was our strategic choice of Saina Nehwal to unveil the collection aligned with the goal of leveraging her influential widespread appeal with more than 2 million followers and strong ties to Hyderabad. Her involvement brought in credibility and attention to the collection, appealing to a broader audience.
Saina Nehwal wore the full look during the live launch on Instagram celebrating women and all the wonderful qualities of love, freedom, trust and individuality that they embody.Sachin Jain, MD of DeBeers FM, hosted the launch event and highlighted only 1% of the world’s mined diamonds meet De Beers Forevermark’s stringent quality standards which were used in the collection.
This was broadcasted live on PMJ’s official Instagram handle, offering viewers a rare behind-the-scenes glimpse into the craftsmanship and exclusivity of the collection.
Mixed Opportunity Strategy
Along side the bangles launch, the exclusive handcrafted necklace by PMJ in collaboration with Forevermark x Bibhu Mohapatra, featured first in New York Fashion week and only available at PMJ store in India , was worn by Saina. This was an opportunity to showcase his was to showcase the exclusivity of the craftsmanship and design sensibilities.
Results
Handcrafted in India, Showcased In New York, Sold in Hyderabad - The exclusive high jewellery necklace sold out immediately after the Instagram Live.
The video shared by Saina garnered 1.1 million views in the first 24 hours.
Generated 6+ organic media pickups across print and digital lifestyle publications.
Saina’s father posted on X, expressing his wish to see his daughter wear PMJ diamonds — this earned over 120K impressions and 3,000+ engagements, adding a powerful emotional hook.
Overall, we achieved a 42% spike in brand mentions and a 28% uplift in website traffic week-on-week.
This moment not only amplified the collection’s desirability but also positioned PMJ Jewels as a brand of emotional resonance and aspirational luxury.
Interaction with Debeers Global CEO Celine Assimon
De Beers Group Global CEO, Celine Assimon, who led their retail business and served as CEO of Forevermark, visited PMJ Jewels to experience the craftsmanship of products and interact with PMJ Jewels team.
During her visit, I had the opportunity as a marketeer to engage with her, sharing insights about the Indian diamond jewellery market and gaining her perspective on the future of natural versus lab-grown diamonds.
In the image (from left to right) PMJ Marketing Head- Nutan Fernandes, CFO- Kiran Shinde, De Beers Sales Head India, Arun Ramakrishnan, Debeers Marketing Head,India, Toranj Mehta, PMJ Jewels MD, Dinesh Jain, De Beers Country Head, Amit Patihari, De Beers Global CEO Celine Assimon, PMJ Jewels Chairman Kushal Jain, and PMJ creative directors and next generation siblings, Disha and Nimesh Jain.
