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.
