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Vardhman Jewellers scales sales curve post-lockdown as showroom reopens

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Vardhman Jewellers has been getting a good consumer response after stores reopened

Vardhman Jewellers has been getting a good consumer response after stores reopened amid the second Covid-related lockdown. The jeweller attributes the high sales to the latent demand surge in the marriage season, as weddings cancelled during lockdown happened in June.

According to the jeweller, the investment in wedding jewellery has soared as the other avenues of spending during a wedding got shrunk due to the Covid-19 crisis. Although the showroom was closed, the staff members of Vardhman Jewellers were working from home and updated their known clientele with new designs throughout the second lockdown. Keeping in touch constantly, the employees segregated customer enquiries and informed them right after the store reopened through phone calls, WhatsApp messages and SMS. This increased the footfall significantly.

Sachin Jain, Vardhman Jewellers

Sachin Jain, owner, Vardhman Jewellers, Bhiwani said, “Last year, we witnessed good sales after the first lockdown. So, this year we were confident that customers will surely come back to the stores whenever the shops reopened.”

According to Sachin, out of the overall sales that happened post-second lockdown, two-third consisted of wedding jewellery purchases, whereas the rest was non-wedding purchases. Although the private sector remains affected due to job losses, the government sector employees didn’t face any major economic issue. They were able to save money which earlier they used to spend on restaurants, holidays, etc.”A major chunk of that resource was spent on gold jewellery, which further boosted the jewellery sales,” Sachin said.

Realising the importance of social media and online platforms, Vardhman Jewellers used Facebook and Instagram platforms extensively in the last 2-3 months to reach out to more customers. This led to an increase in the number of customer enquiries and online search. As a result, there has been an almost 80% increase in the sales figures of the first quarter of the financial year 2021 (April-June), as compared to the same period in 2019 for the brand.

Written by Manoj Chakraborty

RJ exclusive

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1 Comment

1 Comment

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    October 28, 2021 at 8:21 PM

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    I personally have never been to the store myself, unfortunately very far) But I made a purchase far from a single one, I was insanely happy with the purchases .. the quality is gorgeous
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