Jewellers explore exhibitions and collection launches to make the holiday season count

We are revelling in the holiday season fever. While vacation is almost on everybody’s minds, this short span of time provides a sea of opportunities to Indian jewellery retail. Promotions and the entire tone of customer approach become different for brands who have been giving their all out on the wedding season. Living up to their reputation, here are a few brands who conducted different activities to appeal buyers to celebrate the transition to 2022.

Exhibitions work brilliantly to attract tourists and local customers, and Anand Jagannath Pednekar Jewellers started its exhibitions of gold and diamond ranges in various parts of Goa. The jeweller has two showrooms in Goa and these exhibitions are being primarily conducted inside residential hotels within 40-45 kilometres of distance of both the showrooms.

According to Anand Pednekar, owner, Anand Jagannath Pednekar Jewellers, there is an influx of domestic and global tourists in Goa from Christmas till New Year. “Thus, we decided to make use of this opportunity to promote the brand as well as jewellery. At every place, the exhibition is being held for five days, from Thursday to Monday. After 5 days, we move on to the next town,” he said.

So far, the retailer has done 4 exhibitions in Malwani, Fonda, Mapusa and various other small towns in Goa, besides launching a lightweight collection called ‘You and Me’ comprising jewellery with weight range of 3 grams to 8 grams. They are getting a good response from tourists and have decided to run the exhibitions till the first week of January 2022.

Outdoor exhibitions are the way to go for Aisshpra Gems and Jewels, which are inspired by the IIJS set-up. The exhibitions are held in remote locations where there is no presence of the brand. Aiming at better market penetration, offline and online campaigns were held before the exhibitions in spacious ballrooms.

Saumitra Saraf, Partner, Aisshpra Gems and Jewels, said, “The objective of the exhibitions are never sales but better penetration in the market. We take out some extra stock from the inventory, which is then displayed at the exhibitions. In December, we have two such exhibitions in Ghazhipur and Jaunpur. In January first week, there are exhibitions in Balia and Azamgarh.”

According to Saumitra, people from small towns generally visit the big towns and cities to buy jewellery. So, through the exhibitions, they try to build a brand image and motivate people to visit the Gorakhpur store in case of future requirements. The first three criteria behind the city selection are the geographical distance from Gorakhpur, standard of living and source of income. The venues are then shortlisted.

In collection launches, Arundhati Jewellers and Sunder Jewellers have launched their respective lightweight diamond jewellery collection called ‘Adra’ and ‘Christmas Bling’ after the first half of the wedding season.

The Adra collection consists of beautiful necklaces and finger rings, says Achutananda Meher, Owner, Arundhati Jewellers. “In Hindu calendar,  weddings don’t take place from 15th December till Makar Sankranti generally and thus, customers also don’t like to buy gold jewellery during this time as they treat it as an inauspicious period. So, we have moved our focus towards diamonds.”

The brand has also used the holiday season as a buffer time for customer engagement for the wedding season starting from 15^th January. Tying up with local caterers, event managers, and banquet owners, the brand’s salespersons are approaching prospects who are getting married after that date, inviting them to the showrooms and even sending their teams to prospects who are uncomfortable to travel during the pandemic.

Sunder Jewellers’ ‘Christmas Bling’, consisting of earrings studs, rings, a necklace and a gold chain with an adjustable diamond pendant, is all about holiday cheer, said Mahender Khurana, Owner, Sunder Jewellers said. “During Christmas and New Year, everyone expects a gift from their near and dear ones. Our recently launched lightweight collection will serve this purpose,” he added.

Attracting overseas clientele is N Gopaldaas Jewellers with their latest range of Solitaire collections ranging from Rs 50,000 to Rs 3 lakhs in price. Aimed at NRIs who visit India to celebrate the New Year with their families, the collection consists of earrings, pendants, neckpieces, bands, rings, etc. The jeweller is also offering customization on the collection and has received a good response for rings and bands specifically.

Written by Manoj Chakraborty

RJ Exclusive