DATE
09/07/2023
Sumangali Jewellers
Sumangali Jewellers Pallipattu is a trusted legacy jewellery brand with deep roots in South India, known for its commitment to purity, transparent pricing, and generational trust. Catering to families across towns near the Andhra–Tamil Nadu border, the brand blends tradition with modern services like video shopping, customization, and global delivery.
Social Media
Strategy & Shoots
Services
Social Media marketing & Content shoots
Category
Jewellery/Watches
Client
Ashish Jain
The Problem
Sumangali Jewellers – Pallipattu, a legacy jewellery brand based in a small town near Tirupati, approached DMS Designs to establish a strong digital presence that reflected their deeply rooted offline reputation. While the brand enjoyed immense local trust, translating that legacy into engaging social media content came with its own set of challenges -limited access to high-end equipment as majority of the shoots were to be managed at the store itself, a smaller talent pool for shoots, and the task of attracting a wider audience without resorting to discounts or gimmicks. The core goal was to build genuine interest and drive footfall through content that emotionally resonated and sparked curiosity.
Our Solution
We built a content strategy that leaned into the brand’s authenticity -shooting with real staff, showcasing behind-the-scenes craftsmanship, highlighting customer stories, and incorporating natural Telugu-English dialogue. Despite the small-town setting, we ensured high-quality, relatable content by optimizing smartphone production techniques and focusing on storytelling over polish. Our social media design and management efforts emphasized consistency, emotional appeal, and cultural nuance. Additionally, we recently launched digital ads focused on reach and engagement, carefully balancing local roots with broader aspirational cues.
The Result
The brand has grown from 3,000 to 13,400 Instagram followers, with most of the growth being organic -driven by compelling content, relatable narratives, and word-of-mouth digital engagement. The account has evolved into a vibrant reflection of the offline store’s charm, encouraging visits from neighboring towns and even NRIs seeking trusted jewellery with a story. With paid marketing now complementing our organic efforts, Sumangali Jewellers – Pallipattu continues to build digital momentum while staying true to its legacy of trust, quality, and authenticity.
