Hyderabad: Sri Jagdamba Pearls has introduced a new DIY Rakhi experience for Raksha Bandhan, inviting siblings to design and handcraft their own Rakhis using natural pearls and decorative beads.
The initiative, titled “Create, Don’t Just Gift!”, will be available at the brand’s Hyderabad and Bengaluru stores on 27 and 28 August 2026. Instead of limiting the festive interaction to a conventional purchase, customers can sit together in-store and create a personalised Rakhi from scratch.
The campaign reflects the jeweller’s broader focus on experiential retail and personalised festive gifting, using participation to strengthen the emotional value attached to the occasion.
Alongside the DIY format, Sri Jagdamba Pearls is also presenting a festive range of gold and silver Rakhis embellished with natural pearls and gemstones, available through its physical stores and online platform.
Avanish Agarwal, Managing Partner at Sri Jagdamba Pearls, said the idea was to move beyond conventional festive retail by encouraging customers to participate directly in the creation process. He added that the initiative brings together natural pearls, personalisation and a more meaningful customer experience.
Deepak Kumar, Marketing Head at Sri Jagdamba Pearls, said the campaign aims to shift jewellery retail from a purely transactional interaction towards one built around participation and memory.
By combining customisation with in-store engagement, the Raksha Bandhan initiative highlights a wider shift in jewellery retail, where brands are increasingly using experiences, personalisation and emotional storytelling to build stronger connections with consumers during festive occasions.