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Jewellers help customers beat the lockdown blues

Retail Jeweller India



As shutters remain down and sentiments remain low, jewellers introduce innovative campaigns and fun activities to engage consumers, stay connected and add a happy chapter to this historic crisis.

It’s not always about business. It’s also about building relationships and what better time than this crisis when we all are in this together. Lockdown has impacted each one in the same way, maybe on a different scale. Worse, it warrants you to maintain social-distancing when we need each other the most.  Cooped up at home for over a month, we are constantly fed with gloomy news on the impacts of Corona Virus from all over the world.  It is easy to imagine that boredom, monotony and underlying stress is building up every day. Few thinking jewellers were quick to spot this opportunity and leveraging the social media platforms, introduced fun activities. The best part, these activities are designed around everything that their consumers love to do.

Social Media Contests    

Abhushan Jeweller’s special contest – ‘Lockdown Selfie Queen of Agra’ harnesses the selfie posting habit of woman. It channels the inner selfie queen of every woman and encourages them to post it on the brand’s official social media page and challenge three more friends, relatives or even frenemies. The post getting maximum likes get to own the coveted crown.

While Agra women are in the running for selfie queen contest, Chandukaka Saraf and Sons Pvt. Ltd. has created a platform where men across India can showcase their culinary skills to the world. Given that most men have taken a shine to cooking these days and during lockdown, their love for cooking has only peaked, the contest ‘Apna Time Aa Gaya’ on the brand’s Facebook page encourages male participants to share the recipes they tried during lockdown and tag five other friends. Few best entries will get featured on the brand’s Facebook page.

Tanishq too launched a campaign in a similar vein, but this one involves the whole family. The campaign urges consumers to walk down the memory lane while leafing through their old family album. The photo that leaves them most nostalgic has to be posted on Facebook, Twitter and Instagram with a hashtag #MakingGoldenMoments, tagging Tanishq too. The lucky posts will get something really special from Tanishq.

Live Features  

Moving on further from posting videos and selfies and challenging others, Delhi-based PC Jeweller’s activity is exciting from the word to go. It has organised a Tambola contest. The game engages family members and larger groups of people creating a sense of community and well-being in times of calamity. Although when it comes to games like these, one is often unmindful of winning and losing, the diamond jewellery worth Rs 10,000 each for the first 25 full house entries is the cherry on the cake.

Mehta Emporium Jewellers from Mumbai too has held something on similar lines. Only that it goes by a different name – Quirky Housie. Here also they connect with the participants live on Facebook.  But in this contest, the winners of the first and second full house will get Rs. 10,000 and Rs. 8,000 respectively while the first, second and third line will be awarded Rs. 5,000 each.

Presenting ‘Diamond Bingo’ contest on its official Facebook page, Khurana Jewellery House is another jewellery brand that tried to engage with its loyalists. But here there was a small twist in the tale. In order to win the diamond, the participants had to play the Diamond Bingo game at the end of the masterclass on 4Cs of diamond and the participants with all nine numbers called out first, won the game.

Certainly, this is not the time for luxury brands to think of making sales but they can definitely work on the long-term prospects by engaging with customers, developing insights into their target audience or even water testing some of the strategies and such activities are a step in that direction. Conclusively, lockdown – the time when consumers are learning to value little things in life, like even something as simple as a walk in the park, calling on their neighbour or catching up with their loved ones, this gesture from the jewellers’ end will go a long way in strengthening their brand recall.




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