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Jewellery retailers · Radio advertising

Say the road on air, or they park outside the showroom next door.

Radio advertising for a jewellery showroom buys a flight of spots on a station in the days before a festival or a wedding date. Gold moves every morning, so the spot carries the offer and the address rather than a price. GullySales plans the station, language and band, and puts a number on air the counter can count.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Realistic editorial illustration of jewellery retailers at work in India

What radio advertising means

Radio advertising is a spot, a mention or a sponsorship on a station your buyers listen to on the way to work. GullySales plans the station, band and frequency, and runs search on your own name during the flight so the listener who looks you up afterwards finds you.

Also for jewellery retailers

Sales and marketing for jewellery retailers, the overview.

Last updated 5 Oct 2026.

For jewellery retailers

Where it usually goes wrong, and what we would do.

  • “The flight ends on the date, not after it”

    Akshaya Tritiya and Dhanteras buying is settled in the days running up to the morning itself. A schedule that opens on the day and runs the week after pays for a decision already made.

  • “Name the road, because jewellers sit in a row”

    Your competitors are on the same street, sometimes in the same building. A spot that gives the showroom name without the road and the landmark hands the listener to whoever is nearest the parking.

  • “The offer goes on air, the rate stays on the board”

    A rate recorded on Monday is wrong by Thursday. Making charges on bridal sets, or an exchange term you will hold for the whole flight, is what a recorded spot can safely say.

  • “They hear it at a signal and search that night”

    The spot creates a search on your showroom name hours later. With nobody bidding on that name during the flight, a chain with a larger budget collects the visit you paid for.

What we do

What we deliver for jewellery retailers.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. Flight dated back from the festival

    Spots concentrated in the days before the date, with the last of them on that morning and nothing left running the week after.

    Result: The schedule sits inside the buying window.

  2. Station, language and band for your buyer

    The station a bridal family in your part of the city listens to, in the language spoken at home, in the band their driving hours fall in.

    Result: Depth on one station beats a sighting on four.

  3. Script that names the street

    Thirty seconds carrying the offer, the showroom, the road and the landmark, with the number read twice and slowly at the end.

    Result: A listener knows where to park before they leave home.

  4. Offer wording fixed for the whole flight

    What the spot promises on making charges, exchange or certification, agreed with you and held to the last day so nobody argues at the counter.

    Result: Every salesperson answers the advertisement the same way.

  5. Search cover on the showroom name

    Search ads on your name and your collections through the flight weeks, because a listener looks you up before they travel.

    Result: The search your spot created lands on your own listing.

  6. On-air number and a counter question

    One number used on air alone, and a line on the counter slip asking each visitor where they heard about the offer.

    Result: Radio is reported on walk-ins instead of on guesswork.

  7. Spot log read against the booked band

    The station's transmission log checked against the schedule, so bonus spots dropped into the midnight band are not counted as delivery.

    Result: You know what aired inside the band you paid for.

How the result is measured

  • Spots aired against spots booked
  • Branded search volume during the flight
  • Calls quoting the on-air number

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full radio advertising page

Settle this before booking

Fill in this sheet before you book a single radio spot.

A radio flight is bought in advance and cannot be edited once it airs. Decide these six points on paper first, so the station sells you what the showroom needs.

Last date of the flight
Write the date the flight must end on, such as Akshaya Tritiya or the start of a muhurat week, and count back from it. A spot aired after the date buys nothing.
Station, band and language
Ask which station your bridal buyer and the bride's mother listen to at home or in the car, and book the language they speak at home, not the one the station is best known for.
Street and landmark line
Name the road, the nearest landmark and which side of the road the showroom stands. Jewellers sit in a row, so a driver needs the turn, not just the brand.
One offer, fixed wording
Choose one offer for the whole flight, such as an old-gold exchange benefit, and write it once. The board, the counter staff and the spot must all say the same thing.
Counter question and slip
Train every salesperson to ask how the customer heard of you and to tick radio on the bill slip. Without that tick the spot log cannot be compared with the counter.
Rate stays off the air
Keep the day's gold rate and making charges out of the script, since both can change before the spot airs. Point listeners to the board or the showroom number.

Who it is for

This is written for these jewellery retailers.

  • Bridal and wedding jewellery showrooms
  • Gold and diamond jewellery retail chains
  • Silver and artificial jewellery stores
  • Certified diamond and solitaire retailers
  • Traditional and antique jewellery stores
  • Single-showroom family jewellers

Not for

It is not the right fit if.

  • Your listeners are not the families who buy from you, and you have not checked which stations your customers hear.
  • You have no single phone number or showroom address a listener can remember, so the advert would end without a next step.

How it works

How the radio advertising work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Fix the window

    We agree what has to happen in these weeks, an admission deadline, a launch or a sale, because radio works in short flights.

  2. 2

    Choose the station and the language

    We match station, language and band to who you sell to, and cut the stations that only add a stray sighting. We also decide whether jockey mentions or a sponsorship belong in the plan beside plain spots.

  3. 3

    Write and produce the spot

    The script is written here and produced to the station's delivery format before the deadline, rather than on the station's template.

  4. 4

    Book and hold the schedule

    We coordinate the booking with the station or its agency and treat the written spot plan as the thing being bought. The audio is delivered in the station's format ahead of its deadline, and the first day's airing is listened to.

  5. 5

    Track and reconcile

    Calls to the on-air number and brand search volume are watched through the flight, and the transmission proof is checked against the booking.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 1, prospecting and lead generation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Can we put the day's gold rate in the spot?
No, and a recorded spot could not keep up with it. The rate has moved before the audio reaches the station, so the offer and the address go on air while the rate stays on your board and in the WhatsApp reply.
How do we know radio brought anyone to the counter?
By the number that appears only on air and the question the counter asks. A station can prove the spots ran and nothing beyond that. Read the calls on that line and the visitors who mention the offer against the same weeks before the flight.
Can the spot say our jewellery is hallmarked or the purest in town?
Say hallmarked only if every piece sold carries the BIS hallmark, and avoid claims such as the purest or the cheapest. Comparative claims are hard to prove. Advertising rules also change, so have the script read by whoever handles your compliance before booking.
Is radio worth it for a single family showroom?
It can be, if the station covers the localities your buyers live in and the flight is short and tied to one date. A single showroom should book fewer spots on one local station rather than spread thin. Judge it by the counter tick, not by how often you hear it.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

From the blog

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