Going beyond the usual buy-back or exchange policies, up to 95% of the original purchase value for gold jewellery (and 105% for diamond jewellery) bought from the brand after April 1, 2025 is applicable towards an upgrade for new purchases
Indore: DC Jewellers has introduced a pioneering jewellery upgrade policy, enabling customers to exchange their old jewellery purchased from the brand for significant credit towards a new purchase. Up to 95% of the prevailing value for gold jewellery (and 105% for diamond jewellery) bought from the brand after April 1, 2025 is applicable towards an upgrade for new purchases. This new policy gives customers a fresh option that goes beyond the typical buy-back or exchange schemes offered by other jewellery brands.
The process is straightforward: customers can bring in their old jewellery bought from DC Jewellers and receive credit towards a new purchase, which is based on the assessed value of the old piece. This means that if a customer has a piece of 916 gold jewellery, they can receive up to 95% of the value of the original item when purchasing a new piece of similar value from the brand. For diamond jewellery, it is 105% of the original value. This approach ensures that customers are encouraged to continue purchasing from DC Jewellers as they receive significant value from their previous purchases.
Explaining the scheme,Vikas Kataria, Director of DC Jewellers, said, “We are the first in India to launch this upgrade policy. The idea stemmed from a desire to create a new reason for customers to visit our stores, especially in a competitive market. The jewellery industry typically has buy-back or exchange policies, but there has never been an upgrade policy like this before.”
The new policy marks a significant shift in how jewellers approach customer loyalty and value retention. “If a customer bought jewellery from us and wishes to upgrade it later, they can do so under this policy, ensuring they receive the highest possible value for their old piece,” said Mohit Soni, Business Head of DC Jewellers.
This new initiative aims to appeal to both existing and potential customers, offering them an incentive to return to DC Jewellers when considering an upgrade. As the policy is applicable only to jewellery purchased after April 1, 2025, customers who have bought pieces postlaunch of the brand’s new store in Indore can benefit from the upgrade scheme. Notably, the policy applies exclusively to jewellery purchased directly from DC Jewellers, making it clear that the brand wants to retain loyalty among its customers.
“Unlike other brands that may offer buy-back rates for old jewellery, we are providing a much higher upgrade value to our customers. This makes it a game-changer for us in the market,” Kataria explained.
The company expects this policy to help attract a significant number of customers. “We anticipate this will help us capture 10-15% of the market share. In terms of foot traffic, we believe 10-15% of customers walking into our stores will be directly influenced by this upgrade policy,” Kataria noted.
Since launching the policy in early April, feedback from customers has been positive. Many have expressed excitement at the opportunity to upgrade their jewellery with a higher value, especially as the policy offers a clear benefit over traditional buy-back schemes. “Customers are already very excited about this initiative. They see the value it brings, and it’s been an easy decision for them to consider upgrading their jewellery with us,” Kataria shared.
There are some terms attached to the policy. For example, it will only apply to jewellery with a minimum making charge of 7%. However, there are no specific weight criteria or restrictions for the jewellery pieces to be eligible for the upgrade scheme.
The introduction of this policy marks a significant step for DC Jewellers as it looks to solidify its position in the competitive jewellery marketnot only by offering high-quality jewellery but also innovating in customer service and retention.
Founded in 1920 in Ratlam, where its flagship store is located, DC Jewellers has now expanded with a new store in Indore. This new location will carry forward the legacy of its founder, Dhulchand Ji Kataria, and continue to uphold his values of transparency and superior craftsmanship, bringing them closer to Indore’s jewellery enthusiasts.
Written by Achal Chaubey
Retail Jeweller India Exclusive
