Apr 22(BNP): This Akshaya Tritiya, Solitario Diamonds drew strong footfall across its stores nationwide with a “free diamond” offer for the first 101 customers at each store.
The campaign drove over 2,000 walk-ins, with more than 150 transactions recorded in a single day – marking the brand’s highest ever single-day sales. Weekend conversion rates stood at 11–12%, indicating strong buying intent.
City-level trends highlighted distinct consumer behaviour. Mumbai and Delhi together contributed nearly 40% of overall sales, while Bengaluru and Pune saw the highest number of first-time buyers. Chennai and Kolkata reflected steady, family-led purchases with a strong gifting skew.
A key takeaway from the campaign was the profile of the consumer. A significant share of buyers were purchasing a diamond for the first time, often for themselves or as gifts – pointing to a shift away from occasion-led buying towards more personal, intent-driven consumption. As one customer in Mumbai noted, “I’ve always associated Akshaya Tritiya with gold, but this was my first diamond purchase—it felt special and spontaneous.”
The campaign also delivered strong digital momentum, generating over 3 million impressions, a 2.5X spike in engagement across social media channels, and a 35% increase in website traffic during the campaign period. This year’s performance marked a step-up from last year, with a 2X increase in footfall and a 1.8X rise in conversions, alongside a visible uptick in younger consumers and first-time buyers entering the category.
“Akshaya Tritiya has always been synonymous with gold buying. This year, we wanted to open the occasion to a new category of consumers,” said Ricky Vasandani, Co-founder & CEO, Solitario Diamonds, “The number of first-time buyers we saw is a strong signal that diamonds are increasingly being viewed as something more immediate and personal, rather than just legacy purchases.”
Kabir Kate, CMO, Solitario Diamonds, added,
“ The idea of offering a free diamond was not just about an incentive; it was about giving people a reason to experience the brand firsthand. The scale of participation and the conversations it sparked—both in-store and online—show us that consumers today are far more open to rethinking traditional categories.”
The campaign has since emerged as Solitario’s most successful retail initiative to date, reflecting a broader shift towards accessible, experience-led luxury and a changing approach to how diamonds are being discovered and purchased in India.
