Jewellery shopping goes digital in the ‘new normal’

Jewellery retailers, big and small, across the city, say that their customers are mostly taking orders on social media and shortlisting jewellery products via video calls, while some call up to schedule an appointment to do some jewellery shopping.

With a marked shift in consumer preferences in the post-pandemic world, shopping of any kind is witnessing new scenarios, including shopping for precious ornaments. Jewellery retailers, big and small, across the city, say that their customers are mostly taking orders on social media and shortlisting jewellery products via video calls, while some call up to schedule an appointment to do some jewellery shopping.

Vandana Jagwani, the creative director for a well-known brand of jewellery chain, says, “With the growing popularity of technology, many businesses now choose to function through digital retailing. We offer a safe digital experience through our virtual reality app to our customers. However, there are a few customers who prefer to touch-and-view the quality of the product while making a purchase. We use UV machines that work as a disinfectant for the jewellery at our stores. Fortunately, diamonds and gold are strong elements and do not get damaged by sanitisation. We also make sure that other protocols are also followed like social distancing, temperature-checks and sanitary processes. Masks and gloves are provided to our staff as well as our clients.”

Rahul Singh, a jewellery chain store manager, adds that they not only adhere to protocols, but also provide all the comfort they can to their customers. “We have valets for parking and car keys are sanitised before it is handed back to them. Our store does not have full staff, but all the six or seven staff members have to wear gloves, masks and keep a sanitiser handy at all times,” he reveals.

Jamuna Gada, who runs a jewellery store in the suburbs, says, “My customers ask me to text pictures of the jewellery and then they visit the store just to pick it up. Shopping is not what it used to be. During the marriage and the festive season my shop would always be overcrowded. Now, it is mostly just me and my workers in the store.”

There are many like Jamuna who agree that the footfall has decreased noticeably. “Footfall is less, but there is a marked increase in conversions. Earlier if 10 people came into the shop, five would actually end up buying the jewellery. But now, five come in and four end up buying the necklace or any other trinket they came looking for,” he says.

Courtesy: economic Times