Khurana Jewellery House creates awareness drive 'Afreen' to instill consumer confidence & promote transparency

In an effort to promote transparency and regain consumers’ trust, Khurana Jewellery House took it up on itself to collaborate with 150 women to impart knowledge on jewellery, including gold and diamonds, where and how it’s sourced, hallmarking, how jewellery is being made and more. 

Post By : IJ News Service On 24 July 2018 4:50 PM
Drishti Khurana & Prerna Khurana walking the ramp

Amritsar-based Khurana Jewellery House, a legacy brand, recently created an awareness drive for 150 women belonging to elite families in Amritsar regarding jewellery making, sourcing, hallmarking, 4 Cs of diamonds, etc.

The main reason behind organizing this jewellery event was to make consumers aware of what jewellery they are buying and how they should buy it. ‘After the Nirav Modi episode, consumers are very confused and they are painting the entire industry with the same brush. We wanted to remove this misconception and clear the confusion,’ said Prerna Khurana, Director.

Prerna along with her daughter-in-law Drishti Khurana who also handles marketing for the brand made a 45 minute presentation to the audience. The presentation began with a short introduction to jewellery making, covering CAD & CAM technologies followed by an AV clip that threw light on how an ornament is made from bullion.

The presentation also covered the journey of a diamond including how they are cut, polished, sorted along with details on the 4Cs and certification. ‘In this entire initiative, we haven’t tried to promote our brand but it was purely done to create awareness and regain consumer’s trust,’ added Prerna. The duo continued to enlighten the crowd on Indian jewellery from various regions spanning from North to South.

The women were also presented with jewellery how-to’s like storing jewellery as well as styling them with various outfits. ‘Essentially we wanted to tell them jewellery is always a great investment, whose value appreciates in time and one can never go wrong with investing in jewellery,’ added Prerna.

Women walking the ramp with jewellery from Khurana Jewellery House

The event came to an end with the women walking the ramp sporting pieces from Khurana Jewellery. ‘The women loved the initiative and told us that the entire presentation was such an eye-opener for them. They really appreciated the idea behind the whole event,’ added Prerna.

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