The series allows customers to understand the procedure online and then experience the same process when they visit a store, making transactions smoother
Mumbai: Antara Jewellery is using the digital platform to address customer questions around old gold exchange through its new video series, ‘Answering Your Questions on Old Gold’ fronted by its Managing Director, Ankit Gala. The initiative takes questions that are usually addressed at the jewellery counter and brings them into the videos, giving customers access to information before they begin an exchange or resale process.
The series was created after the brand observed that many customers were still unfamiliar with how old gold is assessed and exchanged. While Antara Jewellery already explains the process to customers in its stores, the video series allows the retailer to reach a wider audience and address common concerns outside the physical retail environment.
“Old gold exchange is a significant part of our business, and we see a need to make customers more aware of how the process works. By taking this conversation to social media, we can address concerns before customers visit our stores and give them clarity on what to expect during an exchange. The response so far has shown us that customers value this transparency and feel more confident about approaching us for their old gold transactions,” said Ankit Gala, MD, Antara Jewellery.
Among the questions addressed through the initiative are how old gold is valued when customers do not have the original bill, how its purity is determined and whether deductions apply during the exchange. The series also covers whether jewellery purchased from another jeweller can be exchanged, whether there are deductions during melting and what happens when jewellery contains stones, enamel, threads or pearls.
For Antara Jewellery, answering these questions publicly is also part of its customer communication strategy. Old gold exchange transactions involve an assessment of the jewellery before its value can be determined, making clarity around the process important for customers. By explaining the same steps that are followed at its stores, the brand is connecting its digital communication with its physical sales process. This consistency gives customers an opportunity to understand the procedure online and then experience the same process when they visit a store, reducing uncertainty during the transaction.
“Old gold exchange currently contributes almost 70% of our business, and the contribution has been increasing year on year. We expect this to grow further in the future, which makes customer awareness and understanding of the exchange process an important part of our business,” Gala said.
Educational content can help jewellery retailers move customer acquisition beyond promotional communication. Addressing specific questions can bring prospective customers into the brand’s digital ecosystem before they are ready to make a transaction. When customers later visit a store, prior awareness of the process can make the interaction more informed and provide a starting point for the sales conversation.
Antara Jewellery is already seeing customers respond to the initiative, and appreciate the information. For the retailer, the series therefore serves as a content strategy as well as a way to support its old gold business by making the exchange process more accessible to existing and prospective customers.
Antara Jewellery is a well-known jewellery brand based in Mumbai. It is backed by a 40-year legacy through the promoters of Vallabhji Malsi & Co. (VMC), a top government-recognized gold export house. Antara Jewellery operates two stores in Mumbai, located at Dadar and Borivali.
Written by Achal Chaubey
Retail Jeweller India Exclusive
