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‘IIJS will make it possible for us to meet up with retailers after six months’



Deepak Choksi of CVM thinks preparing ahead is the way to tackle any loss that one may have suffered during the pandemic. The IIJS Virtual, he feels, is a one-stop solution.

What are your thoughts about the virtual format of the IIJS?

The IIJS has played a key role in the growth of our business for a long time now. After the show got cancelled in August, we were concerned about the sector’s future. Going virtual is a great idea. We have not met retailers in months and this platform will allow us that luxury again.

How have you coped with the lockdown? What will you display at the IIJS?

When the lockdown started, we were very sceptical and didn’t know what the future held for us. After some time, we adjusted to it and figured out that the spare time could be used to make good designs. We are planning to launch our stock in 14K gold and uncut diamonds. I don’t think anyone has done this before. Uncut diamonds are generally used in bridal jewellery, but we are planning to use them in the daily-wear category. We have brought in innovative designs. We have also separated an additional line of Amritsari jewellery, a separate unit for CNC bangles and 22K kundan.

What is your message for the retailers who are participating in the virtual IIJS?

I think the crowd will be phenomenal. All retailers should explore the show. It’s a great place to recover the business we lost in six months. Marriages in India don’t happen without jewellery so, I think business will definitely improve in the coming season. Retailers must have a good stock at the IIJS Virtual to get good business. Don’t let the pandemic scare you and prepare ahead.


Courtesy: Retail Jeweller India News Service


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