The New Jeweller Group and TNJ Studio successfully hosted a focused industry forum on Advertising, Communication, and Brand Building for the gem and jewellery sector. The session brought together senior leaders and experts to share insights on building impactful brands, strengthening communication strategies, and leveraging new-age marketing approaches.

The panel featured Mrs. Nirupa Bhatt, Gem & Jewellery Consultant; Mr. Amit Pratihari, Managing Director & CEO, De Beers Group India; Mr. Sanjay Jaiswal, Managing Director, Golden Carat Pvt Ltd; and Mr. Rahul Desai, CEO, International Institute of Gemology (IIG).

Discussions began with the importance of branding as a long-term business asset. It was highlighted that a brand reflects the character and values of a business, and defining this character requires strategic clarity. Identifying and communicating a company’s unique positioning to its target audience is seen as a critical step in building lasting brand equity.

The forum explored the evolving role of personal branding alongside corporate branding. With today’s consumers increasingly drawn to relatability and authentic connections, participants stressed that individual presence – particularly of key leaders – can be as influential as the overall brand image. This approach is becoming increasingly relevant in both B2B and B2C segments of the gem and jewellery industry.

Another area of focus was the alignment of internal teams with brand identity. Ensuring that everyone – from designers and artisans to management and back-end staff – understands and represents the brand consistently was seen as essential. Training, technical knowledge, and content creation were identified as enablers in this process.

The session also compared the strengths of different media formats. Print media was recognised for its tangibility, lasting recall, and ability to communicate detailed narratives, while digital media offers immediacy and reach but often with shorter engagement spans. The panel suggested an integrated approach to leverage both effectively.

From a B2B marketing perspective, the discussion covered above-the-line (ATL) and below-the-line (BTL) activities. Golden Carat Pvt Ltd shared its experience of running campaigns that highlight the brand’s identity rather than just individual product lines, while also emphasizing the role of internal brand building and stakeholder engagement in strengthening long-term relationships.

The forum concluded with the shared understanding that brand building is a multi-layered process that goes beyond advertising. It requires a combination of clear positioning, strong internal alignment, effective communication channels, and consistent engagement with both consumers and industry stakeholders.