Rebranding and a new approach to customer centricity, Talla Jewellers marks a new beginning in its retailing journey

The rebranding happened 11 years after the first set of transformations in 2013, with the celebration week garnering better conversions than rush hours during Diwali.

Jammu: Change is the only constant, and a jewellery brand that started operations in 1986 has to ride the tides of time to be pleasantly relevant. Talla Jewellers from Jammu has done that for the second time in many years with a power-packed celebration week for its rebranding initiative.

The first rebranding was in 2013 when Aman Talla joined the organisation. Remembering the transformative shifts in operation, the current MD of Talla Jewellers said, “Back then, our brand resembled a local shop with unskilled staff. We brought in consistency in marketing with the launch of our Facebook page, computerised the billing process, and started saving customer data points at that time.”

Eleven years later, Talla Jewellers has graduated from being a custodian of good designs and purity to that of customer delight as the ultimate value addition for every person walking in. With improved policies, the brand has progressed towards better people management skills for its in-store sales and management team. Aiming to become the most loved bridal jewellery brand of North India, the brand management worked for almost three years since December 2021 to trickle down the benefits across all tiers.

Starting with the brand-new logo, which has stylised the alphabet ‘T’ in the form of numerical 1, the ‘1’ represents oneness and the belief that the stakeholders of the brand, be it the customers, the vendors, and employees, are the topmost priority of Talla Jewellers. “We reward salespeople based on their skillsets to impress customers through our expansive inventory. Their increments are linked to the customer net promoter score. The attrition rate in the company is less than 1%. We realised that such processes should be implemented to build a corporate identity in 10-15 years,” Talla maintained.

The celebration week, which took place between June 10-16 had more than 50 lucky draws, with each lucky draw giving away prizes worth Rs 2-3 lakhs. Putting a cherry on the top is the unique tactic of greeting customers. A dhol musician plays every time a customer walks in, with 3 greeters at the main entrance showering rose petals as the patrons enter the showroom premises.

The entire staff stands up and claps the moment a customer walks in, automatically involving pre-existing customers to join in.

Online, the brand has created funny reels to promote the rebranding activity. Unlike regular sights of models wearing jewellery, these reels feature local actors in a comic set-up, trying to spread the buzz around villages and sub-urban cohorts. In response to this, Talla said that one of their jewellery showrooms is in a tier 3-4 town, and such reels connect with the target audience more strongly than urban influencers.

Tasting success, the jeweller said that their current celebration and turnout have been better than the rush hours of Diwali. The brand will continue the wholehearted applause for two sets of people: customers above 70 years of age and customers from disciplines such as defence and healthcare.

Retail Jeweller India Exclusive