The Challenge: A Trust Gap in Diamonds
Bhima Jewellers, a well-established and trusted retail chain in Bangalore, had long been synonymous with gold purity. However, when it came to diamond sales, they faced a challenge—not of mistrust, but of lack of a compelling reason for customers to choose Bhima’s diamonds.
Despite offering higher-quality diamonds than competitors, customers remained unaware of their superior range, leading to low footfall and limited sales in the diamond section.
The Insight: A Hidden Treasure
Through research, we discovered that Bhima’s 58-facet diamonds were among the most perfect diamonds money could buy. Yet, this exceptional quality had never been communicated to customers.
The Strategy: Creating a Sub-Brand to Highlight Excellence
To bring focus and credibility to Bhima’s diamond offerings, we recommended launching a sub-brand—Perfect 58 Diamonds. This new identity:
✅ Clearly differentiated Bhima’s diamonds from competitors
✅ Positioned the 58-facet solitaire as the epitome of perfection
✅ Created an easy-to-remember reason for customers to trust Bhima’s diamonds
The Result: Increased Footfall & Stronger Sales
A dedicated campaign was crafted to highlight the precision, brilliance, and uniqueness of Perfect 58 Diamonds. Within the first six months, the campaign successfully:
● Increased customer visits to the diamond section
● Boosted diamond sales by providing a tangible reason to trust Bhima’s diamonds
● Strengthened Bhima’s brand as a trusted name in diamonds, not just gold
The Takeaway: The Power of Naming & Positioning
This success story proves that sometimes, a brand’s biggest advantage is hidden in plain sight. By naming, branding, and communicating what made Bhima’s diamonds special, we created a strong differentiation, driving both footfall and sales.
