Leading Diwansons’ Digital Leap

Rozelle Diwan, Director of Diwansons Jewellers in Kolkata, entered the family business in 2012, armed with a degree in family business management from IIM Calcutta. With a keen eye for emerging trends, Rozelle recognised the immense opportunities unlocked by the digital renaissance during the pandemic. In an interview with The Retail Jeweller, she shares Diwansons’ strategic vision to become a major player in the digital arena and the cybernated transformations underway within the brand

Brand app paves the way

At the forefront of Diwansons’ digital initiatives is our Diwansons Jewellers app. This innovative platform empowers customers to conveniently purchase digital gold from the comfort of their homes with real-time price updates. The app will soon incorporate a virtual lookbook, enabling users to explore an array of exquisite gold, diamond, and other jewellery pieces redeemable with their digital gold holdings.
To drive adoption, we offered new users a complimentary 100 milligrams of digital gold upon the app’s launch. Additionally, the app’s enticing SIP plan allows customers to invest for 11 months, with us covering the 12th month’s contribution. Since the benefits of our Diwansons Jewellers app can only be redeemed in-store, this converts online clients into in-store customers. Prominent in-store banners featuring QR codes at all three of our stores invite customers to effortlessly download the app and embark on their digital gold journey.

Omnichannel Experience

Our brand is poised to launch a comprehensive e-commerce platform. This online store will offer a seamless shopping experience and support various payment methods, including UPI, cards, net banking, and COD. To ensure transparency, our brand will maintain video records of the packing and unpacking process. Customers can expect to receive timely notifications about price drops, SIP plans, discounts, and abandoned cart reminders through multiple channels, such as on-screen alerts, WhatsApp, and SMS.
Diwansons is set to integrate every facet of multi-channel operations, delivering a seamless omnichannel experience.

“Diwansons is set to integrate every facet of multi-channel operations, delivering a seamless omnichannel experience”

Rozelle Diwan, Director, Diwansons Jewellers, Kolkata

Custom Content

While our previous advertisements solely showcased jewellery pieces, I identified the need to showcase how these pieces can be styled and worn, recognising the power of visual storytelling. Consequently, we now conduct model photoshoots to display the jewellery and provide outfit inspirations.
Analysis of Diwansons’ customer data uncovered that younger audiences gravitate towards Instagram, while those over 45 prefer Facebook. We craft tailored product displays for each platform, ensuring maximum resonance with our diverse customer base.

Enabling Online to Offline Transition

For online customisations, customers often finalise their orders in-store after the initial inquiries. Empowered with training, Diwansons’ staff can expertly guide customers through available customisation options, supporting this seamless transition. By ensuring customers are well-informed about their choices, we enhance their overall shopping experience at Diwansons.

By Pratyasha Kumari