Palmonas is one of India’s fastest-growing jewellery brands, known for pioneering the demi-fine jewellery category in the market. With trend-led collections and a strong digital presence, the brand has built a customer base driven by both discovery and repeat purchases. This created a strong opportunity to further deepen retention through loyalty.
As Palmonas scaled rapidly, the opportunity to nurture deeper, long-term customer relationships became increasingly important. The goal was to create a loyalty program that customers would actively engage with, not just enrol in. They partnered with Flits to make that happen.
Jewellery is not a high-frequency category. Unlike fashion or nutrition, purchase cycles can stretch across months. This makes retention harder to engineer and loyalty programs harder to leap alive in a customer’s mind.
Palmonas saw what many D2C brands see: strong participation in terms of point earning. Customers were accumulating rewards through purchases, but redemption behaviour was not consistent.
Points were often used during specific campaign windows, while remaining idle for the rest of the time. This created a gap between earnings and actual usage.
Industry benchmarks suggest that most loyalty programs see redemption rates between 13 to 15 per cent. Many fall below this, leaving a large portion of points unused.
Palmonas wanted to change that. The objective was to make rewards more actionable and encourage customers to return and use them more frequently.
The service features are incredibly user-friendly and offer a high level of customization, which allows us to tailor everything perfectly to our needs. Integration was seamless. We’ve also been impressed with the efficiency and speed of the features—it has truly enhanced our overall user experience.
Flits helped Palmonas design a loyalty experience centred around clarity and ease of use.
Customers could:
- Earn points on every purchase
- Track their rewards easily within their account
- Redeem points directly at checkout without friction
The experience was supported with timely nudges and campaign-led triggers to bring customers back and encourage redemption at the right moment.
Across a 30-day period (Feb-Mar 2026), Palmonas saw strong engagement across both earning and redemption:
What these numbers reflect is not a spike from a single campaign or a small group of high-value loyalists. Over 1.22 lakh customers chose to come back and use their rewards across nearly 17,500 orders in a single month — broad, consistent engagement across a large portion of the customer base.
That return intent is not accidental; it is the result of a program designed to stay relevant between purchases.
21,337 redemption orders in a single month means 21,,337 purchase decisions that were directly influenced by the loyalty program. Each of those orders represents a customer who had a reason to return. At ₹94.3L in points redeemed, the program was not just tracking engagement; it was actively driving revenue.
Similarly, the 7.17% growth in redemption orders from the prior period also signals that participation is accelerating, not plateauing. As more customers engage with the program, the compounding effect on repeat purchase frequency grows stronger.
Palmonas demonstrates that loyalty programs create the most impact when rewards are easy to understand and simple to use. When customers can clearly see value and act on it without friction, points don’t stay idle. They drive behaviour.
With Flits, Palmonas turned its loyalty program into a tool for engagement, repeat purchases, and measurable growth.
