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RJ Market Watch

Unlocking Diaries: Jewellers go virtual to drive up sales



Jewellers have introduced video-calling and virtual trial options on websites and in stores for shoppers.

After lockdown restrictions were eased in Unlock 1.0, jewellery stores reopened, with measures such as visual trials, displaying jewellery on video calls, and appointment-based shopping. However, jewellers are facing two challenges – offering a store-like experience to those shopping from home, and convincing people that their stores are safe.

Virtual trials the new normal at jewellery stores

Jewellers have introduced video-calling and virtual trial options on websites and in stores for shoppers. Akshay Chawla, one of the owners for Punjab Jewellers & Sons in Aminabad, says,” We have given our customers an option of trying jewellery virtually. In fact, nearly 50 per cent of our sales these days is from online. And that’s why, we have a dedicated counter and sales executive with laptops who are only catering to online customers through video calls and mirrAR, technology.” At Orra jewellery stores too, jewellery designs are shared with customers through Whatsapp and mails. “We are showing customers new jewellery pieces online,” says Abhishek Pandey.

Minimalistic jewellery more in demand due to WFH

Nikhil Agarwal of Tirupati Jewellers in Kapoorthala, says, “There’s a higher demand for minimalistic jewellery because of people working from home, and we’ve seen a rise in demand in wedding jewellery and gold coins too.”

‘Jewellery is sanitised post each trial’

Jewellery designer Tanya Rastogi, one of the owner of Lala Jugal Kishore Jewellers, says, “Our shop is properly sanitized and we are taking all necessary precautions while showing jewellery. All pieces are sanitized after every trial.” Abhishek Pandey, Area Business Manager, Orra, Lucknow, says, “Ornaments are being thoroughly disinfected after every trial. We are only allowing customers to try out diamond and platinum jewellery which is cleaned in an ultraviolet machine. Gold items are sanitized too.”

Rising demand for gold coins, wedding trousseau

“People want to save money and not splurge. But across the country, it’s the weddings which are driving sales.” – Anantha Padmanabh, Chairman, All India Gem & Jewellery Domestic Council (GJC).

“My mom gifted me gold coins from the money she saved from my wedding expenses. Even those who attended the wedding on Zoom gifted me jewellery, saying I saved them the cost of buying new outfits.” – Drishti Banerjee, who recently got married.


Courtesy: Economic Times

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