Rebranding a Legacy Jewelry Business for the Digital Age
Manchukonda’s Sri Lalithambica Gems and Jewellers
April 2022 – November 2023 Retail – Jewelry
Challenges
As a well-established name in Vizag’s jewelry space, Manchukonda’s Sri Lalithambica had strong offline credibility—but little to no digital footprint. They wanted to modernize their brand image and attract younger buyers online, without losing their traditional charm.
The mission:
- Boost social media engagement across platforms
- Generate real-time leads through WhatsApp and DMs
- Build digital visibility through compelling short-form content
- Create a story-driven online presence around their collections
Outcome
WOM Digital focused on a platform-first, storytelling-driven approach.
- Instagram, YouTube, and Pinterest accounts were revamped with new bios, covers, and highlight designs
- A consistent flow of reels, YouTube Shorts, contests, and giveaways helped drive organic reach
- All platforms were linked directly to WhatsApp for seamless lead generation
- Visual-first storytelling showcased product collections in a modern light, while preserving cultural value
- Weekly performance reviews helped optimize creatives and timing
Performance Breakdown
Instagram Highlights
- Reached 567 unique accounts
- Drove 473 profile visits and 409 content interactions
- Logged 57 actively engaged accounts
- The top reel hit 236 plays, clocking 13 minutes watch time and reaching 215 people
- Dozens of DMs poured in, sparking product conversations and quote requests
Pinterest Highlights
- Recorded 1,320 impressions
- Engaged 41 users, with 7 click-throughs to Instagram
- Used as a top-of-funnel visual board to support discovery
YouTube Highlights
- 174 total subscribers, with 58 gained in just one month
- 1,070 video views and 50,001 impressions
- Maintained a 1.9% click-through rate and strong 3.9 hours average watch time
- The highest performing Short gathered 206 views and 0.8 hours watch time
- Achieved strong feed visibility with 4,185 appearances, boosting keyword ranking for jewelry in Vizag
Funnel to Leads
- 2,956 WhatsApp messages initiated via social links and reels
- 1,030 qualified leads captured through multi-platform engagement
- Instagram → WhatsApp → Sales funnel became the highest-converting journey
The Impact
When Manchukonda’s, a well-known but traditionally offline jewelry brand, decided to step into the digital world, they partnered with WOM Digital—and the transformation was nothing short of remarkable. In just under six months, the team at WOM took a legacy rooted in heritage and reimagined it for the modern era.
They didn’t just create content—they told stories that honored the brand’s legacy while speaking the language of a younger, mobile-savvy audience. Instagram reels shimmered with culture, website banners sparkled with tradition, and every pixel was crafted to connect with today’s digital-first customers.
The result? Manchukonda’s is now not just a name known in Vizag’s jewelry scene—it’s a standout player in the city’s digital landscape. With a lead funnel that turns interest into loyal customers, the brand’s evolution is a shining example of what happens when heritage meets innovation.