IIJS virtual is the need of the hour and GJEPC has taken the right step at the perfect time this digital concept values the time of retail jewellers and manufactures.

Suvankar Sen of Senco Gold & Diamonds, Kolkata, says we should take care of the factors we have control over and cater to customer needs

 What are your views on the first-ever IIJS virtual?

The virtual show was the need of the hour. Retail stores that normally sell jewellery the traditional way are earning a lot of praise from customers for their effort in selling jewellery through video calls or digital catalogues. Both the online and offline processes are becoming a seamlessly integrated medium for business. This is the right moment for something like the IIJS Virtual. When it comes to something new, you need experiment and learn from mistakes to bring it to a place where it becomes prevalent in the market. When it comes to reaching out to end customers, this is the medium that whole-sellers, manufacturers and retailers will have to look at in the future. The most important thing will soon be the value of time for everyone in our ecosystem. So, we need to do a lot of homework, evaluate the trends and demand. A video call is just the beginning of the journey. You need to follow up on other virtual aspects to make business sustainable over a long period.

What is your team looking at in terms of product categories at IIJS Virtual?

We will look at the innovation that is on display and also the new designs that manufacturers bring to the table. It is a challenging time for all of us and the element of innovation and experimentation might not be much because everyone is bothered about sales. But we will still look for the new things. We have to keep the customer’s budget in mind as gold prices have gone up. So, we will look for jewellery that is lighter, affordable, but looks grand. In terms of categories, bridal jewellery will sell now, so we will look to buy a lot of that. Small-ticket pieces should have a combination of international and traditional trends.

What is your outlook on the next six months’ sales? Do you think you will make close to 2019’s figures?

We lost April and May in terms of sales. There is pent-up demand there and we are hoping that these people will come in to buy now. If we can get into the volumes game, now that gold prices have gone up by 20-30%, we can make good sales even at lower quantities. It will be difficult to get to the previous year’s numbers. We can only hope to achieve it. The positive thought process should not go away. We have to wait and watch and do things that are in our control. We can plan, prepare, build stock and marketing budget to make sure that consumers are aware of our offers and designs.

Courtesy: Retail Jeweller India News Service.