Sourabh Maheshwari, Creative Partner, Vishal Jewels, New Delhi
Over the years we have realised that unless we change with the times, we will not be able to hold on to our clients or get new ones. So, over a year ago we decided to focus more on accessories such as earrings, bracelets and rings. We brought in more everyday wear kind of jewellery and did away with heavy necklaces and bracelets. For earrings, we introduced two categories – one for the wedding and the other for everyday/officewear. For the wedding category, we used diamond and polki which turned out to be the biggest revenue churners. For everyday wear, we focussed more on dainty, small diamond collection. Similarly, for bracelets and rings, we did away with heavy chunky stuff and instead brought in something more contemporary. For rings, particularly, we introduced more fancy shapes of diamonds which had a modern look. The whole idea has been to attract the modern young woman who is completely sure of what she wants. This design change along with more direct engagement with the clients and participation in exhibitions saw our footfall increase gradually. More younger clientele was drawn to us and there was a 25-30 per cent increase in movement towards sale.
