JD Solitaire collaborates with Tribe by Amrapali for exclusive silver jewellery

Understanding consumer sentiment is the best quality of any retailer. With an economic downturn after the pandemic, it has become tough to predict behavior simply based on price. Crucial decisions taken now help brands retail customer’s interest and faith in jewellery, just like JD Solitaire’s partnership with silver jewellery brand Tribe by Amrapali.

Delhi-based JD Solitaire had tied up with Tribe by Amrapali for a shop-in-shop two months ago. As part of the franchise deal, the brand has dedicated the first floor of almost 900 sqft space to the silver jewellery brand where they have kept a full inventory including silver, alloy and silver-gold plated jewellery from Tribe by Amrapali.

Talking about the collaboration, Sanjay Kalsi, Founder, JD Solitaire said, “We always used to get customers asking for jewellery within Rs 10,000-15,000 bracket in the gifting segment. I felt a need for low-ticket items and thus decided to add silver as a category in the store. Deciding to deal with the best in the business, we took the franchisee of Tribe by Amrapali.” “The designs by Tribe by Amrapali are very unique and fresh which appeals to the new-age sensibilities. Amrapali comes up with new designs very often and the price starts from as low as Rs 300 to Rs 30,000,” he adds.

In India whenever the customers go for jewellery shopping, they enquire about the price break up which includes metal weight, making charge, etc, however, when it comes to silver jewellery, the customers don’t care much about these things as the category is very design-based and the items are sold the way jewellery should be sold. Needless to say, the collaboration is also a novel way to attract new consumers, who have the mindset of buying jewellery at fixed price and pay premium for design, to the precious jewellery segment.

According to Sanjay Kalsi, currently, 80% of the existing customers are buying silver jewellery and 20% are new customers. However, Sanjay feels that due to the pandemic, the new walk-ins are less as compared to the pre-Covid level and the percentage of new customers will reach 40-50% in the upcoming months. The idea was to attract the millennials and young customers.  JD Solitaire has received a phenomenal response for the silver jewellery in the verticals of rings, earrings, pendant sets, necklace sets, bracelets, matha tika, balis, etc.

Written by Manoj Chakraborty

RJ exclusive