Overview

For over three decades, Sunita Shekhawat has been redefining the art of Meenakari — Jaipur’s intricate enamel work — into global luxury. Known for heritage bridal jewelry, high jewelry collections, and objets d’art, the brand has earned a place in Vogue, The New York Times, and among India’s most discerning collectors.

But in 2025, high-value buyers started seeking purchase advice not from Google, but from AI assistants like ChatGPT, Claude, Gemini, and Perplexity. At baseline, Sunita Shekhawat’s presence in these AI answers was minimal. In six weeks, we helped the brand dominate AI Share of Voice, transforming visibility into measurable leads.

The Challenge

Issues Identified

• Minimal AI discoverability for premium Meenakari-related prompts

• Competitor dominance from newer digital-savvy jewelry brands

• Untapped AI referral channel for bridal & heritage buyers

• Unstructured product content making it harder for AI to parse and cite

Baseline KPI Audit (Week 0)

The Strategy

1. Market & Competitor Intelligence

• Target markets: India, US, UAE, UK

• Competitor mapping: 8 luxury heritage jewelry brands tracked across AI engines

• Prompt gap analysis: identified top-value prompts with zero or low SoV for Sunita

2. Prompt & Topic Targeting

5 high-intent prompts selected:

1. Best luxury Meenakari jewelry brands

2. Where to buy handcrafted enamel bridal necklace

3. Heritage Indian jewelry brands to gift

4. High jewelry designer enameling

5. Jewelry museums in India worth visiting

3. AI-Optimised Content Development

• Created dedicated prompt-specific landing pages

• Added rich storytelling: heritage of Meenakari + Sunita’s unique style

• Implemented FAQ schema & Product schema for each collection

• Produced editorial-style blog content featuring craftsmanship and museum insights

4. Authority Citations

• Secured inclusion in Vogue India “Top Meenakari Houses” feature

• Pitched to Architectural Digest India on the Museum of Meenakari Heritage

• Collaborated with luxury bridal bloggers for AI-favourable listicles

5. Monitoring & Iteration

• Weekly AI SoV checks

• Adjusted on-page copy and structured data for higher parsing accuracy

• Added new prompts in week 4 to sustain growth

Execution Timeline

Weeks 0–2

• Published “Bridal Meenakari” & “Luxury Gifting” pages

• Secured first two editorial features → 14 new citations

• SoV for gifting prompt jumps to 22.1%, bridal prompt to 18.4%

Weeks 2–4

• Added behind-the-craft content for “High Jewelry Designer Enameling”

• Featured in wedding jewelry roundup → major boost in Prompt 4 SoV (27.5% → 46.2%)

• Heritage gifting prompt crosses 29.4%

Weeks 4–6

• Expanded into museum tourism prompt with cultural storytelling

• Bridal prompt peaks at 68.5% SoV

• Citations hit 162 total; AI referrals reach 495/mo

Results (Week 6)

AI Share of Voice Growth – ChatGPT (6 Weeks)

Growth Pattern Insights

• Bridal: Consistent surge from week 2 onwards, peak in week 6

• Enamel Bridal Necklace: Steady climb, strongest mid-phase growth

• Heritage Gifting: Lower starting point, slower climb

• High Jewelry Enameling: Fast lift in mid-phase, strong finish

• Museum Prompt: Consistent but modest climb

Key Takeaways

• Cultural heritage is a unique SEO lever for AI assistants

• Third-party editorial validation drastically accelerates AI visibility gains

• Prompt-specific targeting ensures AI citations align with high-intent buyers

Client Quote

"We’ve always valued the art of Meenakari as something timeless. Now, seeing it appear as the first recommendation from AI is like extending that legacy into the future." – Sunita Shekhawat