Jewellers aim to drive up sales in Unlock 1.0 with intense sanitisation, focus on online sales and virtual trials

After lockdown restrictions were eased in Unlock 1.0, jewellery stores reopened, with measures such as visual trials, displaying jewellery on video calls, and appointment-based shopping. However, jewellers are facing two challenges – offering a store-like experience to those shopping from home, and convincing people that their stores are safe.

Virtual trials, video calling – the new normal at jewellery stores

Jewellers have introduced video-calling and virtual trial options on websites and in stores for shoppers. Meghna, founder of fashion tech startup StyleDotMe, which offers VR experience in jewellery shopping through mirrAR, says, “Tanishq, Amrapali HazooriLal Legacy, PC Jewellers, and Kalyan Jewellers, among others are using mirrAR to provide shoppers at home an in-store experience.” Arun Narayan, AVP Category, Marketing & Retail, Tanishq, says, “Our website has an option to try on earrings and necklaces virtually. We are observing high-value transactions through video calling as well.”

Minimalistic jewellery more in demand due to WFH

Arun says, “With people engaged in video calls for work, there’s a higher demand for minimalistic jewellery, and we’ve seen a rising demand in wedding jewellery and gold coins.” Devanshi, a jewellery designer who owns Devanshi Renu Jewels, adds, “Small items are being promoted so people can get interested in buying jewellery again.” ‘Jewellery sanitised post each trial’

MP Ahammed, Chairman, Malabar Gold & Diamonds, says, “All surfaces such as display tops, doors, card swiping machines are sanitised regularly. Ornaments are being thoroughly disinfected after every trial. Seating arrangements have been altered to comply with social distancing norms, and our staff is using sanitisers and wearing gloves and masks.” A staff member at Goyal Jewellery, says, “All jewellery pieces are sanitised before and after they are tried.”

Rising demand for gold coins, wedding trousseau

“People want to save money and not splurge. But across the country, it’s the weddings which are driving sales,” says Anantha Padmanabh, Chairman, All India Gem & Jewellery Domestic Council (GJC). Drishti Banerjee, who recently got married in Delhi, adds, “My mom gifted me gold coins from the money she saved from my wedding expenses. Even those who attended the wedding on Zoom gifted me jewellery, saying I saved them the cost of buying new outfits.” Kalyan Jewellers have launched ‘Muhurat@Home’ to drive up sales of wedding jewellery.

Courtesy:TOI