The in-store event offered customers a chance to explore the traditional craft hands-on. Artisans demonstrated the steps, after which 30-odd participants each day were guided through creating their own enamel designs using basic materials provided to them
Indore: Punjabi Saraf recently hosted a two-day interactive Meenakari workshop at its showroom, inviting members of Abhyudaya, a local women-led non-profit group, to participate in a hands-on introduction to the traditional artform. “Abhyudaya is a community of women working towards personal and creative development through group activities and collaborative learning,” said Vishesh Anand, Creative Director of Punjabi Saraf. “We collaborated with them to create an experience that went beyond jewellery and encouraged participation in the craft.”
Participants explored various stages of polki jewellery making, including daat work, setting, enamel filling (Meenakari), and puwai. Artisans demonstrated each step, after which attendees were guided through creating their own enamel designs using basic materials provided at the store.
“We wanted to introduce our audience to something different and rooted in tradition,” said Anand. “Meenakari is an inherently Indian art form that deserves attention not just for its visual appeal, but for the skill and precision behind it.”
The initiative coincided with the launch of the brand’s new collection Neev, featuring dainty polki jewellery inspired by natural motifs and crafted using rubies, emeralds and other gemstones.Punjabi Saraf updated its visual merchandising, rolled out a refreshed language across social media, and featured the collection prominently on its website.
“We had about 30 participants each day,” Anand said. “Beyond the hands-on session, we also took the opportunity to educate customers on polki jewellery care — something often overlooked. For instance, many did not know that spraying perfume on worn jewellery can damage it.”
While the initiative was not aimed at immediate sales, it led to increased enquiries and online engagement. “It was never meant to be transactional. The goal was transparency to show what goes into creating Meenakari and to build trust by sharing our process,” Anandexplained.
Punjabi Saraf plans to hold similar sessions in future. “We had a workshop last year too, but this time we allowed participants to actually try their hand at the craft. The response confirmed there’s value in making customers part of the story, not just the sale.”
Punjabi Saraf has two retail stores in Indore, with the flagship store located on Race Course Road and the heritage store located in Sarafa Bazaar.
Written by Achal Chaubey
Retail Jeweller India Exclusive
