Malabar Gold & Diamonds
Culturally Targeted Activation | Los Angeles
Malabar in the Hills Campaign
The Challenge
Malabar Gold & Diamonds, one of the world's largest jewelry retailers-with over 330 showrooms across 11 countries and an annual global revenue exceeding $4.5 billion approached us with a clear goal: to build hyper-local awareness and long-term relationships within the high-net-worth South Asian community in Artesia, California where they had recently opened a new show room. While Malabar is a global powerhouse, the brand wanted to be seen as a familiar, go-to destination within a local context-particularly for South Asian women shopping for wedding and event jewelry.
The Strategy
To reach this niche yet powerful audience authentically, we identified a unique entry point: a local “kitty party” group composed of affluent, professional South Asian women. “Malabar in the Hills” introduced a premium, editorial angle to complement the Kitty Party concept — capturing the essence of an intimate, private preview of the collection where women gather in community, joy, and gold. This elevated layer positioned the brand with both aspiration and cultural relevance.
Known for their close-knit, high-trust social circles, kitty parties offer a rare opportunity to make real emotional connections.
Aam Creative designed a private, luxury in-store experience that included:
-
A curated jewelry preview featuring Malabar’s trend-forward wedding and occasion pieces
-
An educational session on quality, craftsmanship, and 2024–2025 jewelry trends
-
A five-star lunch experience, thoughtfully tailored to the cultural tastes and expectations of our audience
The Impact
The activation didn’t just drive foot traffic—it created real relationships.
-
8 new client relationships established with high-net-worth individuals
-
$6,000+ in organic sales from preview alone
-
Strong positioning of Malabar as a trusted, community-rooted luxury brand
This culturally nuanced, high-touch approach helped Malabar go beyond brand awareness to brand belonging—cementing their place as a jewelry destination in the South Asian diaspora.
© 2024 by Aam Creative
