With knowledge seminars for women customers, Ornate Jewels aims to elevate the buying experience

The seminars were held at the brand’s showroom in Kota, with each of the seven sessions meticulously crafted to address various aspects of jewellery, from design nuances to gemstone authenticity, to familiarize customers with the products they buy

Kota: Jewellery retailer Ornate Jewels has taken a step forward to enhance the buying experience of its customers, particularly women. Through a series of educational seminars attended by more than 2,500 participants, the brand not only provided valuable insights about the jewellery they buy to its customers, but also fostered a deeper connection with them.

The journey began with seven educational seminars tailored exclusively for women customers of Ornate Jewels. These seminars were held at the brand’s flagship Kota showroom, with each session meticulously crafted to address various aspects of jewellery, from design nuances to gemstone authenticity.

The response was overwhelming from the enthusiastic participants, who got updated on a range of topics such as ‘Unlock Secrets of Diamonds’, ‘Make a Big Difference in Buying Gold and Diamond Jewellery’, the ‘4Cs of Diamonds’ and ‘Art of Jewellery Maintenance’. Trainers delved into the history of jewellery-making, demystifying the process of mine-to-market to empower customers with knowledge and confidence in their purchases. 

“The seminars led to a noticeable increase in conversions, and Ornate Jewels recognizes the importance of evolving and diversifying its customer engagement strategies. While we do not hold these seminars on a regular basis, we are committed to exploring other avenues to engage with customers more effectively in the upcoming quarter,” said Piyusha Nyati, Director, Ornate Jewels. The brand had started a scheme in 2016 where more than 4,392 women customers were benefited by Rs 38,97,000 with regard to their big-ticket purchases, she added.

In the next quarter, Ornate Jewels plans to introduce interactive workshops focusing on jewellery customization. These workshops will provide customers with the opportunity to express their individuality by co-creating personalized pieces under the guidance of expert craftsmen. Additionally, the brand aims to launch a digital platform featuring educational content and virtual consultations, ensuring accessibility and convenience for its clientele.

Ornate Jewels gives its customers a guarantee for exchange of old gold and diamond jewellery. This initiative not only provides customers with the opportunity to refresh their collections but also reflects the brand’s commitment to sustainability and ethical sourcing. The brand absorbs operational expenses associated with this guarantee as an investment in fostering long-term relationships with customers, ultimately driving loyalty and trust. This offer commenced in 2024, and the market response thus far has been overwhelmingly positive, said the jeweller.  

“Ornate Jewels remains dedicated to empowering customers and engaging them through education, innovation and commitment to excellence,” Nyati concluded. 

Retail Jeweller India Exclusive