Top Retail Trends Shaping 2025 & Beyond

The Retail Jeweller lists 20 trends that broadly reflect the changes in Indian jewellery retailing and will impact businesses in the coming years. It attempts to give a new direction to jewellers’ priorities and strategies for achieving business growth in a dynamic business landscape

01 Bankers, investors & venture capitalists keenly eyeing the industry to increase their exposure

Aided by a series of recent successes of jewellery companies listed on the stock market combined with an evolving government policy framework that eliminates the risk associated with errant business, financiers and investors are looking at the industry more positively while increasing their exposure to it.

Despite the industry’s chequered past, this community’s intense gaze of suspicion is being swiftly replaced with confidence. According to Deloitte analysis, FDI inflows into the gems and jewellery sector totalled $1.2 billion between April 2020 and March 2022.

The positive market outlook extends beyond the traditional gold and diamond businesses—non-precious jewellery brands, market aggregators, tech innovators, or service providers. If the idea is scalable and profitable, it will find takers.

The positive market outlook extends beyond the traditional gold and diamond businesses—non-precious jewellery brands, market aggregators, tech innovators, or service providers. If the idea is scalable and profitable, it will find takers.

In a shift from when jewellers had to vie for their attention, financers and investors are now pursuing jewellers and potential businesses to grow their capital. The time is ripe for first-generation or legacy businesses to fund their vision and ideas.

02 Silver takes on a new Shine

With gold becoming dearer and the consumer becoming younger, silver presents jewellers with a vast opportunity to connect with the youth. Not missing the opportunity, legacy brands riding on equity, trust, and their existing customer base are quickly building their market share.

Many of these silver jewellery stores are modelled on typical large-format precious jewellery retail outlets. They offer the entire range, from kids’ jewellery to bridal wear, providing high-quality, affordable alternatives to the precious jewellery segment. The brand campaigns instil pride amongst women wearing silver jewellery.

It is an opportune time for jewellers to craft a go-to-market strategy to unlock new growth opportunities in silver. Those with rich legacies in gold and diamonds can win customers young and gain lifetime opportunities as they move through different life stages (Mia by Tanishq’s silver range sets a fine example.)

In addition to traditional jewellers exploring new possibilities in silver, the category gets a strong fillip from many new-founded silver brands launched by first-generation jewellers. Many of these brands are supported by investors who also see the opportunity—GIVA recently raised Rs 255 cr in extended Series B, and Trisu, a newly founded silver brand, secured pre-seed funding, giving wings to its ambitions.

These pure-play silver jewellers’ designs, finishes, and service innovations create a new fashion segment beyond vintage and traditional designs often associated with Indian silver jewellers. Certified 92.5 silver jewellery and silver fused with lavish 18k gold vermeil plating (rivalling precious gold)- five times thicker than standard plating, is available in a wide range of Western-styled designs reinventing the silver fashion segment. The promise of easy exchange and lifetime buyback combined with transparent resale policies is winning them the love and loyalty of a large community of buyers.

Overall, the plethora of online and offline stores, aggressive marketing, and ample celebrity adornments in silver give the category a new thrust. It is an opportune time for jewellers to craft a go-to-market strategy to unlock new growth opportunities in silver. Those with rich legacies in gold and diamonds can win customers young and gain lifetime opportunities as they move through different life stages (Mia by Tanishq’s silver range sets a fine example.)

FROM LAB TO LUXURY

03 Mushrooming lab-grown diamond brands chip away at natural diamond aspiration

The lure of low capital investment and the promise of a large market tempts first-generation entrepreneurs and many well-established natural diamond businesses to explore the lab-grown jewellery market.

Backed by the magic of D2C retailing, growers of lab-grown diamonds and manufacturers of lab-grown diamond jewellery are launching digital and omni-retail brands—high-class websites, educative blogs, wide ranges, and fancy store experiences—and popularising the category.

There are digital-native brands and large retail stores, and everything in between these formats (social commerce, e-commerce, shop-in-shops, small studios, exclusive boutique outlets, etc.)—selling lab-grown diamonds. This is leading to a never–before–seen retail penetration of lab-grown diamonds.

There are digital-native brands and large retail stores, and everything in between these formats (social commerce, e-commerce, shop-in-shops, small studios, exclusive boutique outlets, etc.)—selling lab-grown diamonds. This is leading to a never–before–seen retail penetration of lab-grown diamonds.

Even if consumer adaption is not growing at the same pace, it is disrupting the markets by creating a lot of awareness about lab–diamonds while perpetuating misperceptions about naturals. Th is leads to re-considering naturals as a viable purchase option. Exactly how this will affect the natural diamond category in the long run remains to be seen.

04 Jewellers fill up the fashion needs in the precious jewellery segment

It’s a new dawn for Indian precious jewellery. Jewellers are waking up to the necessity of creating a new design segment that appeals to modern women’s fashion and lifestyle needs.

Even at entry price points, customers are evaluating design choices and uniqueness. What was once an ignored segment is now commanding the attention and focus of most jewellers.

Jewellers are invested in the idea, exploring creative avenues to make the designs fashionable and imbuing them with style and stories customers can take home. Enhancing the design value of everyday jewellery is becoming a top priority.

Not all these brands target youth and are therefore not segmented by demography. Instead, they segment markets by psychography – fashion-forward customers looking for contemporary designs.

Going beyond introducing new product lines, jewellers are launching fashion-centric jewellery brands, breaking free from the hold of the traditional image of their legacy brands. Not all these brands target youth and are therefore not segmented by demography. Instead, they segment markets by psychography – fashion-forward customers looking for contemporary designs.

These new-age brands are leaving no stone unturned. They are embracing omnichannel retailing, associating with social causes that resonate with modern thinking, creating campaigns and communications that are uniquely stylish and youthful, and offering a wide range of Western-styled designs that consider new lifestyle needs.

05 Demi-fine jewellery gains popularity, mimics solid-gold jewellery

The sheer scale of opportunity in a country brimming with young adults mimicking the Western lifestyle is impossible to ignore.

Although the clothing-fashion category keeps pace with the burgeoning demand, precious jewellery brands have not followed the same trajectory.

Domestic jewellers have been slow to change, but a new segment of jewellers is gradually emerging to target this growing segment of buyers. They are creating a new demi-fine category between fine and fashion.

These jewellers make notable metal innovations, mainly using reused and recycled metal engineered for lifetime durability. One such metal is surgical steel, which is used as a base metal for jewellery. Even copper and brass as base metals are now offered in high-finish rhodium, silver, rose gold, or gold plating. These high-finish, water-resistant, tarnish-free metals with a lifetime warranty on plating ensure customers enjoy the jewellery daily.

The emergence of this category points to a tremendous opportunity for jewellers to create lower-karate high-fashion gold jewellery (read feather-light Italian designs that look chunky), as the youth will have the added lure of money invested well for handsome returns in the future.

The alternate metal market is emerging as an excellent choice for the youth to indulge in fashionable choices that mimic precious gold without breaking the bank. Simulating gold, these are marketed as mindful alternatives with claims of low-footprint materials.

Thoughtfully designed and marketed for – office hours, coffee meets, date nights, vacations, and more – they fill the glaring gap in chic Western-styled gold jewellery while indulging customers with ample choice. Backed by the promise of lifetime buyback, transparent policies on buyback values that integrate it with fresh purchases, and options, such as Loop – rent for 2 weeks (check out Aulerth), these brands are winning customers in hordes.

The emergence of this category points to a tremendous opportunity for jewellers to create lower-karate high-fashion gold jewellery (read feather-light Italian designs that look chunky), as the youth will have the added lure of money invested well for handsome returns in the future.

06 Jewellery stores elevate store experience

The idea of experiential retail, where stores need to transform into spaces that not only do sales transactions but also create an environment that enhances the buying experience through emotional satisfaction and engagement, is gaining ground.

There are instances of diamond jewellers creating experiential stores with large-size models of diamond mines, immersing customers in the journey of diamond formation before they translate into jewellery.

Jewellers have created open spaces where customers can experience hand-crafting jewellery and soak up arduous and specialised manufacturing techniques. In another offbeat retail store practice, jewellers introduce price cubes to avoid misperceptions (of high prices).

Retailers are also creating diamond testing facilities—simulated lab-testing rooms where customers can learn to examine and test their natural diamonds under expert guidance. They are also introducing machines to check the origin of diamonds- lab-grown or natural.

As luxury retailing transcends mere products and services and discovery starts on digital platforms, jewellers must reinvent retail store experiences to make them more meaningful and immersive.

It is also becoming common for retailers to facilitate virtual try-ons. To ensure a smooth in-store buying experience, retailers have introduced portable, handheld billing machines and digital laboratory certificates that don’t need physical safekeeping.

Indriya—Aditya Birla Jewellery is vocal about creating the ‘Indirya experience’ and transforming how customers experience jewellery buying at stores. They are reimagining retail with trained staff well-versed in the products and the nuances of retail catchments they serve and software designed and developed, especially for managing front-end experience. One such delightful experience is customers digitally viewing all the short-listed designs before finalizing the purchase.

As luxury retailing transcends mere products and services and discovery starts on digital platforms, jewellers must reinvent retail store experiences to make them more meaningful and immersive.

07 Branding gets a technological lift

Technology transformation in jewellery retail goes beyond internal processes; it is now used to bring life to the brand. It is impacting the way retailers utilise it for branding and product demonstrations. Significant progress has been made in adapting digital facades on storefronts, making them dynamic and ever-changing and keeping them fresh and relevant.

The store facades change daily, showing the latest campaigns and designs, offers, promotional messaging, or a simple greeting on special occasions. They can even consider using sensor-enabled touchscreens that are interactive and informative at the same time.

With most customers using smartphones, retailers can explore interactive windows for consumers to try on virtual jewellery, explore product features, and explore virtual worlds that complement the brand’s theme.

With most customers using smartphones, retailers can explore interactive windows for consumers to try on virtual jewellery, explore product features, and explore virtual worlds that complement the brand’s theme.

Window displays can use AR VR to project imagery that captures the imagination of onlookers. Jewellers with large store formats can consider strategically placing such interactive screens in-store.

The storefront is the gateway to the store, where dynamic branding tells the brand’s story in imaginative and interactive ways. It projects a modern image while making the store more inviting for potential customers. It can draw customers into the store and be a great experiential start to the shopping journey.

08 Premiumisation on the rise; special perks for VIPs

Jewellers have always pampered premium customers. However, in an increasingly competitive retail landscape, the race to win them over leads to innovative ideas for connecting with and delighting them.

Jewellers create exclusive stores within a store—different from the usual bridal lounges that have now become the norm in every jewellery store. These are designated spaces, one-off designs, differentiated displays, and gourmet services for customers with the potential and aesthetics for high-class luxury.

The idea of an invite-only jewellery store takes premiumisation to a new level. Jewellers with multiple stores reserve one store for ‘by appointment’ client interactions.

It’s a welcome departure from the old practice of pulling exclusive designs from the back stock to make the customer feel special. If the customer is discerning, she is moved to a new space altogether.

Jewellers do pre-appointment consulting calls with clients to synchronise the selection as per preference, yielding 95% conversions during the visit.

According to market information, Titan Company Limited is all set to launch a large-format invite-only retail store w (17000 sq ft in South Extension, Delhi) selling luxury jewellery with a minimum ticket size of ₹10 lakh.

There is a clear trend of jewellers tapping into the growing segment of India’s nouveau rich. As India’s per capita income grows, jewellers with premium products will do well to find novel ways to attract the top–end of the higher discretionary market.

09 The e-lifestyle market opens up borderless jewellery retail

As more and more businesses shift gears to grow their digital arm of retail, many are targeting potential markets in international countries utilising the platform.

A recent study revealed that the online channel is the top choice for global brands looking into the Indian market. It is favoured for creating access to a large customer base and studying digital behaviour to gain a deeper understanding of market trends while avoiding the operational challenges of physical retail.

Driven by access to a large customer base (175 million e-lifestyle shoppers), international jewellery brands are now on an overdrive to grow their online jewellery business in India. Bulgari has two stores, customised merchandise like the mangalsutras, and an e-commerce site, besides being available on TaTaCliq. Luxury marketplace.

Driven by access to a large customer base (175 million e-lifestyle shoppers), international jewellery brands are now on an overdrive to grow their online jewellery business in India. Conversely, many new-age Indian jewellery brands are seeing significant online international business by maintaining a global-Indian tone in marketing, communication and product aesthetics.

Many mid-scale brands create access through websites (check Glamira.in), while small-scale international brands are opening Instagram pages (for social commerce). Facilities like insured shipping, lifetime warranties, and 60-day return policies make it easy for buyers to explore their offerings. Most of these brands fill the yawning gap in Western-style wearable designs.

While international jewellers are unlocking India’s potential, Indian jewellery brands are, conversely, targeting NRIs who want to stay connected to their roots by owning a piece of Indian heritage, albeit in modern renditions (check a personal favourite moi.vibe). Many new-age jewellery brands are seeing significant online international business by maintaining a global-Indian tone in marketing, communication and product aesthetics (check out Aneka).

As digitised businesses explore faceless customers, traditional jewellers must explore the opportunity to create online brands targeting the e-lifestyle market in the domestic and Western world.

10 Digital native jewellery brands on the rise

India is seeing a surge in jewellery brands conceived and shaped online even as digitisation lowers the barriers to entry into retail. Gone are the days when entrepreneurs had to invest years and heavy capital into building customer awareness and discovering potential customers to show their wares.

Today, one can micro-segment target customers with a proven interest in their product category, create ample virtual choice (by CAD) at minimal cost, facilitate interaction through video shops and trial-at-home services, and close sales transactions before or soon after establishing a physical store.

India will be the third-largest E-commerce market in the world by 2030, with more than 500 million shoppers. Creating a market for a niche jewellery segment that taps into the time-starved, convenience-seeking, pampered, and connected customers who click and buy on the go may be worthwhile!

And, no, these are not necessarily jewellers with brands that have active e-commerce sites. The digital native brands create a complete ecosystem that interacts with, listens to, responds to, and services their customers only online.

These newly founded jewellery brands are innovating and uniquely positioning themselves in niche segments, including 9kt -14kt-18kt gold, statement precious coloured gemstone jewellery, lab-grown solitaire diamond jewellery, bridal and fashion silver jewellery, or recycled alloy metal jewellery.

As a natural progression in business, even though many digitally born brands are expanding into the physical retail space, they remain steadfast in an online-first approach. The evolving buying behaviours, burgeoning youth market, and a growing digital native community comfortable making purchases without seeing the product open up a window of opportunities.

Technology-aided purchases or decision-making will become vital as we move towards a digitised world. Though bridal and high-priced jewellery is far from being bought online, it may be worthwhile to create a market for a niche jewellery segment that taps into the time-starved, convenience-seeking, pampered, and connected customers who click and buy on the go!

11 CGI –AI technology set to transform advertisement messaging from jewellers

Embracing technology in a new way, jewellers create surreal advertisements that look too good to be accurate and missed. Picture a massive gold coin rolling down your local market street and stopping at the doorstep of a jewellery store announcing its grand offer for Akshaya Tritiya. Or the gradual unveiling of the façade of a new store right on your screen like you were witnessing it up close and personal.

At times, it may even appear that such advertisements are playing tricks on your eyes—but that is the wonder of CGI (computer-generated imagery), which uses 3D animation and special effects to craft visually appealing and immersive experiences for audiences. So far, the movie industry has used this technology, but now marketers are widely exploring it, creating the most impossible scenes.

CGI is the new technology at the disposal of jewellers looking to break away from the clutter. Beyond CGI, AI-designed advertisements are creating impactful campaigns for the retail industry. It is only a matter of time before we see the jewellery industry use it.

Jewellers must try this technology for more than one reason—to create images that can never be captured by a camera in real life, to create a fantasy world that immerses consumers, and to bring the brand to life in a stunningly visual manner that is unforgettable.

CGI is the new technology at the disposal of jewellers looking to break away from the clutter. Beyond CGI, AI-designed advertisements are creating impactful campaigns for the retail industry. It is only a matter of time before we see the jewellery industry use it.

12 Shoppable content boosts the new-commerce experience

In an ever-connected world where consumers spend more time online than before, jewellers ensure online visibility. However, as digital discovery matures, retailers are creating more action-led content.

They create compelling posts—videos, advertisements, or influencer content—that directly lead customers to the e-commerce site for a transaction or allow them to transact on the same platform. These are different from regular Instagram posts that jewellers create. They are product posts (read shoppable content) intended to stimulate buyers’ purchases and aid the journey until sales closure. Facebook and Instagram offer integrated shopping, and Google has shoppable ads that direct customers to the product page.

Considering the nature of the product, which requires more consideration and assistance, jewellers are using the send-order request feature to initiate the order processing for products in the range of 3-5lacs.

Jewellers must cultivate a strategy around shoppable content. They must create inspirational and aspirational images, videos, and stories that inspire customers to make impulse purchases with a well-placed “Buy now” button while enabling them to close transactions frictionlessly.

Even though it may apply to a tiny segment of products due to price and touch and feel barriers in the jewellery industry, it is a new and developing shopping behaviour that must be leveraged for entry-level products.

Jewellers must cultivate a strategy around shoppable content. It is a new and developing shopping behaviour that must be leveraged for entry-level products.

13 Niche influencers humanise, social proof jewellery brands

Popular and newly-founded jewellers are using the magic of influencers. For collection launches, new store openings, promotional offers, festive invitations, or simply creating awareness, jewellers associate with influencers to expand their connections with niche groups of consumers.

Be it chefs, stand-up comics, stylists, or fashionistas giving tips for better dressing, jewellers partner with influencers as needed—from macro influencers to nano influencers. Influencer social proof stands between celebrities and experts. Such associations give the brand a trusted voice, as influencers wield power over followers.

Beyond targeting influencer communities, jewellers must innovatively create their brand communities, too. Overall, we are in an age of niche-targeted marketing. The more niche the community, the deeper the reach and engagement.

The influencer community is growing at scale to the point that a platform allows brands to network and collaborate directly with over 1.5 million creators and have their pick. (Check out thegoodcreator.co)

For those considering paid influencer associations, it may be good to have more measurable impacts by linking coupon codes for actionable outcomes or consider deeper associations by inviting them to co-create collections to reap the benefits of greater authenticity.

Beyond targeting influencer communities, jewellers must innovatively create their brand communities, too. An initiative worth mentioning is ‘Indian Family Jewels,’ a digital-first project by Aurus. It attempts to revive youth interest in Indian jewellery art and heritage. The brand also organises community meetings to share personal stories associated with jewels from India. Such initiatives become an excellent way for the brand, rooted in Indian tradition, to voice its ethos and deepen its position.

Overall, we are in an age of niche-targeted marketing. The more niche the community, the deeper the reach and engagement.

14 Jewellers create founder, employee and consumer-generated content to build authenticity

The modern consumer—millennials, Gen Z, and the successive Gen Alpha—has learnt to tune out brands that push sales-focused content. Jewellers are taking a new approach to creating content to connect with them. Founders or owners who were earlier comfortably seated behind the counters meeting customers at the store are now methodically crafting new narratives and digitally communicating them to the consumers themselves.

The content takes multiple forms—talking about the brand’s values and promises, inviting consumers to the stores for special occasions like Diwali, or informing them about the lore of buying on the auspicious day of Akshaya Tritiya. Founders make great efforts to create educative content to break wrong perceptions of products, resale value or pricing. Some give practical tips on styling while recommending styles for different personality types.

Founders or owners who were earlier comfortably seated behind the counters meeting customers at the store are now methodically crafting new narratives and digitally communicating them to the consumers themselves.

To strengthen their connection, jewellers also create content that places store staff at the forefront. Staff who have served customers for decades speak for the brand with pride, integrity, and authenticity. Their relatable and genuine perspective of the brand’s ideologies makes the content highly authentic and trustworthy in consumers’ eyes.

Lastly, more and more jewellers are capturing customer delight moments while shopping. ‘Wow’ experiences at the store are creatively orchestrated for specific targeted messaging—breaking myths of high pricing, being the favoured destination of customers from nearby towns and cities, having a wide range of designs, etc.

15 The Start of Quick Commerce in Jewellery

Quick commerce is redefining retail. With Amazon’s recent announcement of launching ‘Tez’ for 15-minute deliveries of daily products, we know that consumer psychology of expecting deliveries faster will get more entrenched.

What started as a service for daily needs such as groceries and personal care goods gradually changed customer expectations, pushing fashion and beauty labels to be available on quick commerce and is now projected to be a $6 billion industry by 2025.

Myntra recently announced a 30-minute delivery service under M-Now. The service applies to 10,000 styles in fashion, beauty, and accessories, and the company is expected to expand the selection to 1 lakh SKUs. Myntra’s core audience is the youth, who are also on the radar of most other categories, including jewellery.

Anticipating this shift, many new-age brands are beginning to join the bandwagon. Fashion, demi-fi ne and silver jewellery brands have already started testing the response on these platforms by introducing small ranges.

Fashion, demi-fine and silver jewellery brands have already started testing the response on these platforms by introducing small ranges. Although ticket sizes for the quick commerce jewellery category, limited to impulse buying or gifting, will remain on the lower side of the price spectrum, it is becoming a vital touchpoint for brands targeting the youth.

Recently, Mia by Tanishq stated its plans to tap into the growing consumer demand for quick commerce across Indian metros. Although ticket sizes for the quick commerce jewellery category, limited to impulse buying or gifting, will remain on the lower side of the price spectrum, it is becoming a vital touchpoint for brands targeting the youth.

16 Jewellers align with retail’s big-sale days

Valentine’s Day, once a big romantic day, is now profitable for retail, including jewellery. Over the years, the idea of Valentine’s has transcended opposite-sex love, extending to same-sex partners or meaningful relationships where one needs to express gratitude, love, or simple thankfulness.

Once considered irrelevant to Indian culture, it has become a day on which jewellers launch collections, conduct in-store events, and use the occasion to create conversations that resonate with consumers. The over-arching impact of this occasion is now felt in tier cities as well.

Over the years, as the world has become more connected, the quintessential Western celebrations—Children’s Day, Women’s Day, Mother’s Day, Father’s Day, and International Men’s Day, among many others—have been marked in jewellers’ marketing calendars.

On occasions when most of the retail industry is already creating buzz to excite consumers, jewellers stand to gain by sharing timely inspirational content and offers, creating memorable moments of gifting and self-purchasing.

Very recently, online jewellers and those who announced mega-deals during Amazon India’s inaugural Black Friday sale, a hugely celebrated event globally that started on November 29 and ended on December 2, did unexpectedly good business.

As India’s consumerism rises, jewellers will benefit from aligning themselves with occasions celebrated with mega fanfare by fashion, lifestyle and beauty categories On occasions when most of the retail industry is already creating buzz to excite consumers, jewellers stand to gain by sharing timely inspirational content and offers, creating memorable moments of gifting and self-purchasing. Talking of self-purchasing- think of the potential of Single’s Day, the biggest shopping day of the year in China, considered even more significant than Black Friday, which could be a massive opportunity for a country that thrives on a burgeoning youth population with a median age of below 30.

17 Jewellers become less restrictive in customer policies

With the assurance of lifetime exchange promising 100 per cent exchange value (sans making charges) in studded jewellery, attractive buyback value of precious colour gemstones to instil greater confidence in the category, 15-day no-questions-asked return policy for designs bought from the store (against fresh purchase or credit notes) and 15 days refund policy for jewellery bought online, jewellers are adopting a more relaxed and customer friendly approach to post-sales policies.

Jewellers must closely study the market trends in other luxury and lifestyle categories, as consumers’ expectations of jewellers will be on par. Check out Palmona’s inventive resale value policy that encourages repeat purchases.

Jewellers must closely study the market trends in other luxury and lifestyle categories, as consumers’ expectations of jewellers will be on par.

There are other hidden opportunities. Re-commerce in luxury is a big trend—the second-hand luxury market is active in many categories. Is there a possibility of doing the same in precious jewellery? Jewellers can introduce resale counters—invite customers to sell old pieces, remodel the piece into a more fashionable design without losing heritage craft, and resell the piece at a special (not discounted) price. Unlike in fashion, these pieces will be imbued with rich stories of the past. Why not imagine a vintage corner in the store?

18 Jewellers adapt to technology solutions

Unlike fashion and other lifestyle categories transitioning to omni retailing models, family jewellers in India remain primarily traditional in their retailing approach even though they begin to piece together technology elements in varied business spheres.

Jewellers use AI-powered recommendations to re-engage visitors by intelligently showcasing previously missed or new products. They have implemented video shopping integrators to enable customers to shop together virtually from different locations.

Data analytics and marketing automation help them tailor suggestions based on customer data and events like birthdays or anniversaries. However, a more significant transformation is coming in the way jewellers are digitising 100 per cent of their physical inventory (across multiple stores and cities) to give real-time access to online consumers while devising ways to automate restocking.

In combination, AI-enabled recommendation and marketing automation yield high returns on investment through increased web traffic, highly engaged consumers, and improved conversions.

With several jewel-tech solutions on the market for mundane operational challenges, improving business efficiencies, and improving customer experience, jewellers must evaluate those that align with their businesses.

In a marked shift from the belief that designs should be selectively showcased to relevant customers, jewellers are now coming to terms with the enormous opportunities that present themselves when potential customers have online access to the complete range.

Retailers use advanced technology solutions, such as robotic process automation (RPA), in back office work, reducing the workforce while increasing efficiency. Retailers also use third-party technology platforms for various niche problems, such as incentive plans, online training modules with refresher courses, regular tests, and more.

With several jewel-tech solutions on the market for mundane operational challenges, improving business efficiencies, and improving customer experience, jewellers must evaluate those that align with their businesses.

19 Jewellers Mobilize retail businesses with Mobile apps

The era of stronger brand association is taking a new form. More and more jewellers are launching mobile apps as a part of their strategy to create a unique digital customer experience and strengthen their association with customers.

Initially intended to be a handy tool for encouraging and regularising gold savings, the application is now becoming crucial for jewellers to connect with customers and tailor brand experiences. Jewellers are incentivising customers to download and use the application.

Tailoring experiences on mobile apps with the help of AI could be a sure-shot way to personalise them, create customer stickiness and loyalty, and ensure that the brand’s valuable content is not lost among the many.

It is also turning into a potential data gold mine, helping them create customer personas to improve engagement and unlock new opportunities for one-on-one marketing.

They are dropping new collections, personalising communication, offering access to wider ranges besides passing on promotional information and much more. Retailers are beginning to integrate special discounts, push notifications, product availability updates, enticing deals, and customised coupons to meet user-specific needs based on usage/browsing history.

Mobile apps may be the answer to resolving the dichotomous marketing world, where customers with fast-paced lives and nanosecond attention spans are getting increasingly loaded with content.

Tailoring experiences on mobile apps with the help of AI could be a sure-shot way to personalise them, create customer stickiness and loyalty, and ensure that the brand’s valuable content is not lost among the many. Done effectively, mobile apps can build a loyal customer base that remains engaged, educated, and excited!

20 Jewellers are integrating CSR into their growth strategy

Even though a brand’s community service is not a deal clincher, it is a way to build strong brand affinity. It polishes the image and goes a long way in building a positive reputation, adding to the feel-good factor of buyers knowing they are making a difference and partaking in a cause through purchasing.

While big corporations are known for their CSR initiatives, smaller brands increasingly see this as a significant opportunity yielding far greater benefits as their circle of influence is relatively smaller.

While big corporations are known for their CSR initiatives, smaller brands increasingly see this as a significant opportunity yielding far greater benefits as their circle of influence is relatively smaller.

The community work retailers are doing ranges from lending support during natural calamities—feeding famine-hit households, reconstructing houses demolished by earthquakes, supporting children’s schools with mid-day meals, and supporting community cultural and religious events. These are occasionally communicated on their brand pages, bringing awareness to the causes they champion. Some are even initiating a separate social media page to bring greater focus to their work in this space. Many have started charity foundations under the brand’s or forefathers’ name. Then there are new brands founded on the philosophy of supporting good causes (check out crash.club by CKC).

There are instances of jewellers dedicating days to social service, where employees also participate in cleanliness drives, distribute meals to children in slums, and much more.

It is time for jewellers to take a proactive stance towards social activities regardless of the scale of the project. Small contributions also go a long way in building a sense of pride, purpose, and loyalty in employees and customers who have patronised the brand for years.

Written by Soma Bhatta