In a strategic push towards strengthening its diamond category, Khimji Jewellers has introduced a gold-to-diamond upgrade scheme that allows customers to exchange their old gold jewellery at 110% of its value towards the purchase of diamond jewellery. The initiative responds to market trends and customer insights, while also strengthening the brand’s positioning and long-term customer relationships.

Explaining the rationale behind the initiative, Sumeet Khimji, Director, Khimji Jewellers, said, “Many customers have old gold jewellery lying unused in lockers, either broken or outdated. By offering 110% value, we are encouraging them to see their old gold not as unused items but as a resource to own something they truly want. This approach empowers customers while also lowering the financial hurdle of buying diamonds.”

The scheme is designed to tap into the emotional and financial relationship consumers hold with gold and diamonds. While gold is often seen as security and a store of wealth, diamonds are associated with milestones, celebrations and personal expression. By bridging this difference, the offer encourages customers to recycle existing assets into new purchases that carry emotional and aspirational value.

Market trends also influenced the decision. With rising gold prices, there is greater awareness of the value of unused gold jewellery. At the same time, a cultural shift towards sustainability and conscious consumption has increased demand for repurposing existing resources. Thebrand’s scheme combines these factors while also driving footfalls to itsshowrooms.

Commenting on its broader impact, Khimji added, “The offer is not just about driving immediate sales but about building long-term loyalty. Customers feel rewarded for their trust, and many new buyers are drawn in by the exchange value. Once they experience our service and designs, they are more likely to return.”

For the retailer, the scheme provides several advantages. The old gold collected becomes part of inventory, reducing acquisition costs and ensuring a steady supply of raw material in a volatile market. It also supports stronger data gathering on customer preferences and strengthens customer relationships by turning every transaction into an engagement opportunity.

By linking value-driven exchanges with aspirational purchases, Khimji Jewellers aims to boost diamond sales volume, attract new customers, and reinforce its market presence through the gold-to-diamond upgrade cycle.

Khimji Jewellers is headquartered in Bhubaneswar, and currently operates nine stores across Odisha, including four in the capital city itself.

Courtesy : Retail Jeweller India