Customer awareness is fundamental for any jeweller. The average Indian jewellery buyer still has very little understanding of jewellery beyond the beauty of the products. It is mutually beneficial for a brand and its customer to nurture knowledge about the product on offer. Moreover, the topics of awareness a brand selects determines its standpoint in the market. As far as Aabushan Jewellery, Bengaluru is concerned, the brand has surprised its followers on Instagram with an informative reel.
The reel, which has received over 2880 views within the first week of release is a distant departure from usual collection-based reels. Here, a lady interacts with the follower about what to do in the wake of a probable recession. “There is going to be a recession and every euro, pound, yen or dollar you have is going to be lesser in value in a month from now,” she says, adding that the government is minting a huge amount of money that will cause this economic situation.
She then says how investment in gold will provide the strongest safety net as opposed to popular alternatives such as Bitcoins and oil. “Gold is a highly liquifiable asset. Its durability allows one to pass down generations in the form of jewellery. It also gives you consistent returns due to a stable price,” she maintains.
This is the first of a series of informative reels that the brand will create every fortnight, said Vishal Bohra, MD, Aabushan Jewellery. “Youngsters are getting into crypto currency a lot. Lack of awareness and the high volatility of such currencies cause a lot of losses to people. That is the reason why we started this series. The kind of strained global political situation now requires a great hedging tool, which is gold. As more people invest in gold, they can redeem in the form of jewellery and rest assured,” Bohra said, adding that the target audience for this series of reels has 18+ year threshold and will appeal to anyone and everyone who wants to be saved from risky investments.
Written by Shubham Dasgupta
RJ Exclusive
