Chennai: Sri Vasavi’s The Amethyst Store, a
Hyderabad-based 92.5 luxury silver jewellery brand, has introduced a Mother’s
Day-led campaign centred around jewellery styling, generational elegance and
personal expression.
The brand, which describes itself as a four-time National
Jewellery Award winner, has announced an intimate jewellery styling workshop
with designer and style personality Ashwin Thiyagarajan. The event is scheduled
for 14 May, 4 PM onwards, at The Amethyst Store, KNK Road, Chennai.
Positioned around the theme of inherited and discovered
style, the campaign invites participants to explore jewellery for every
occasion, neckline and generation. Through the workshop, the brand aims to move
beyond conventional Mother’s Day gifting and focus on how jewellery can become
a shared styling experience between mothers, daughters and families.
The campaign communication highlights styling cues such as
layering, occasion-based jewellery choices and timeless ways to wear silver
jewellery. With refreshments, goodies, exclusive vouchers and limited
one-on-one styling sessions, the initiative also adds an experiential retail
layer to the Mother’s Day campaign.
Founded under the Sri Vasavi legacy, The Amethyst Store
positions itself in the luxury silver jewellery segment and traces its house
heritage to 1942. The brand’s social media presence highlights its strong
digital community, with over two lakh followers, reflecting how regional
jewellery brands are increasingly using workshops, influencer-led experiences
and festive occasions to build deeper customer engagement.
By linking Mother’s Day with jewellery education and
styling, The Amethyst Store is creating a campaign that blends celebration,
personal identity and retail experience. The initiative reflects a wider shift
in jewellery marketing, where brands are moving from product-led promotions to
experience-led storytelling.
