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Kays Jewels ditched deep discounts, offered customers a massive inventory instead



The industry has hit the season it looks forward to every year—the festive and wedding ones. However, a few months’ flat sales due to the lockdown has changed the scenario this time around. The festive and upcoming wedding season has brought in more cheer than usual as most jewellers are looking to make back a chunk of their lost business. While almost every retailer is offering attractive offers and discounts to draw high footfall, customers are also looking forward in deep hunger, to make up for the lost indulgences in the past six-seven months. The festive season is a perfect opportunity to shop at discounted rates.

However, the industry has always been divided when it comes to offering discounted rates for jewellery. It is a valid opinion divide, as precious jewellery has an intrinsic value that appreciates over time unlike any other category. So, a few retailers have thought beyond discounts and schemes. Kays Jewels is one of them. Instead of discounts, it launched a series of new designs under the name ‘Laadli’.

Ravi Kapoor, managing director of  Kays Jewels, said, “We have suffered during the lockdown, but wanted to something that is uncommon. We wanted to increase our footfall but not by offering hefty discounts. We generally launch new designs throughout the year but since this year was slow and we could do nothing of that sort, we took this as an opportunity and decided to launch everything in a phased manner to draw eyeballs.”

The company is planning to introduce almost 400 new designs between Navratri and Diwali under the name ‘Laadli’.

The first part of the campaign saw lightweight jewellery being launched right before Navratri. The second part will see another set of lightweight pieces during Karwa Chauth. The company plans to launch mangalsutras and bangles. In the third and last part of the campaign, the wedding season will be in focus with heavy jewellery.

It seems the festive bells will ring differently for different people this year and Kays Jewels sure hopes for a positive note.

Courtesy: Retail Jeweller India News Service

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