Talwarsons’ expansive new store in Chandigarh is a place for every jewellery enthusiast

The newly-opened 9,500 sq foot Talwarsons Jewellers store in Sector 22-D of Chandigarh stands out with its visual merchandising appeal, and its massive inventory in different categories of jewellery – be it the brand’s signature couture jewellery, gold, diamonds or polki – giving a wide range of customers a multitude of option

Talwarsons Jewellers is a renowned name in Chandigarh and also in the nearby States of Punjab, Haryana and Himachal Pradesh. Its owner, Anil Talwar, is a seventh-generation jeweller. His grandfather opened a store under the name of ‘Talwar Jewellers’ in 1954, in Sector 22 of Chandigarh, after the family moved there from Gardiwala in Hoshiarpur district of Punjab. It was the first jewellery store in the area. Later, the family business split into three different brands in 1993, and Talwarsons Jewellers was born under Anil Talwar’s father.

01 THE FLAGSHIP STORE

To expand operations, Talwar bought two more stores – one in 1998 and the other in 2013 – adjacent to the original Talwarsons Jewellers store. Now, he has broken down all three outlets to build in their place the new flagship Talwarsons Jewellers store, in the heart of Chandigarh’s Sector 22, which has become a buzzing jewellery hub.

02 INSIDE THE STORE

The store has a neutral light beige colour theme, with accents of the brand colour, brown, with a marginal tint of red. Huge focus on visual merchandising is the hallmark of the store. Depending on the kind of jewellery being displayed on each floor, it is a Rajasthan theme for traditional Indian designs, modern for contemporary diamond jewellery, or a soft and appealing visual theme for gold.

While the store’s ground floor is dedicated to gold jewellery, the first floor is for diamonds and diamond jewellery – right from bridal sets to contemporary daily wear pieces. The second floor of the store is the couture section and caters to clients who prefer privacy and a more personalized shopping experience. The gold section has 26 counters, the diamond section 20 counters and the couture section has four specialized counters. The stocks are curated and arranged as per the seasonal demand. Talwar, who has been in the jewellery trade for over 42 years now, has observed that the categories from which customers buy their jewellery can keep changing as per their requirements; however, their buying patterns are consistent.

03 THE JEWELLERY

Talwarsons Jewellers sources its stock from reliable suppliers who meet their demand with highly original designs. Talwar’s rule is that no jewellery can be created in-house in imitation of any design picked up from elsewhere. He orders stocks online from suppliers, enabling them to cut down on costs.

The stock of jewellery designs is massive, offering variety as well as quality – a specialty of Talwarsons Jewellers that Talwar prides himself on. The huge inventory for different categories of jewellery – be it gold, diamonds, polki or kundan pieces – gives customers ample options. The store offers a wide spectrum of weight and size variations in both contemporary as well as traditional jewellery, and stocks a variety of designs even in the less popular categories. Thus, customers with unique needs can also find what they are looking for.

The stock of jewellery designs is massive, offering variety as well as quality – a specialty of Talwarsons Jewellers that Talwar prides himself on. The huge inventory for different categories of jewellery – be it gold, diamonds, polki or kundan pieces – gives customers ample options. The store offers a wide spectrum of weight and size variations in both contemporary as well as traditional jewellery, and stocks a variety of designs even in the less popular categories. Thus, customers with unique needs can also find what they are looking for.

The store caters to a wide target audience – spanning the entire spectrum from HNI to the middle segment. The price range of gold jewellery starts at Rs 6-7 lakh for lightweight pieces and goes up to Rs 30-40 lakh or more, while diamond jewellery starts at Rs 10 lakh and can go up to Rs 1.5 crore. The price of diamond polki jewellery can be between Rs 1-1.5 crore and kundan jewellery is priced between Rs 5 lakh to Rs 50 lakh. Talwarsons offers 100% return guarantee on gold jewellery.

The brand’s couture jewellery is quite popular, with customers from the city as well as the adjoining States of Punjab, Haryana and Himachal Pradesh flocking to Talwarsons Jewellers for major buys. The brand also caters to a sizeable NRI clientele.

04 THE PHILOSOPHY

Every piece of jewellery sold by the brand is certified by reputed certification agencies so that every customer leaves the store with the complete assurance of owning an authentic piece of jewellery.

At any point in time, the brand is always ready with a well-categorized stock, and takes care to avoid dead stock – a practical strategy to earn and retain the trust and goodwill of customers while avoiding losses. A calculative approach to monthly and yearly targets has ensured growth.

05 CURRENT PLANS

Talwar believes that customers like the exclusivity of shopping for all their jewellery under a single roof, getting access to designs of their choice at a single store, from a single reliable brand, and is therefore focused on the flagship store with no plan to expand geographically beyond it. Talwar also delegates work only if he has to, and likes being at the helm of all activities at the store.

Inputs from Aparna Bhowmick