Problem Snapshot
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A young jewellery brand entering a category where established brands already had strong media recognition
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Limited mainstream media familiarity, making every opportunity a process of introducing the brand to journalists
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Initial difficulty securing editorial quotes and earning journalists’ trust
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Coverage often peaked around announcements, creating a need for a more consistent media pipeline
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Need to move beyond brand introductions and establish Kumari as a credible voice on jewellery, consumer behaviour and industry trends
The Mandate
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Build brand awareness and media recognition
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Establish editorial credibility and thought leadership
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Expand visibility across business, mainstream, lifestyle and trade media
Our Strategy
Make Kumari relevant enough for journalists to seek its perspective, not just receive its pitches.
Our Approach
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Identified relevant editorial opportunities by tracking media trends and aligning Kumari’s expertise with ongoing industry conversations
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Built sustained engagement with business, lifestyle, arts and entertainment, and jewellery trade media through targeted pitching and follow-ups
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Equipped journalists with timely quotes, industry insights, authored content, product notes and spokesperson inputs
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Responded quickly to news around gold prices, consumer behaviour, policy and market developments to secure relevant expert commentary
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Expanded product visibility through jewellery sourcing, styling and media amplification, including an association with Pratibha Ranta across fashion and entertainment-led publications
