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Valentine’s Day 2019: Retail Jewellers Introduce Value for Money Collections Keeping Millennials in Mind




Valentine’s Day is just around the corner and retailers are busy giving attractive discounts and introducing exotic product ranges to lure customers. The special collection features captivating designs, from heart-shaped pendants, rings, earrings to precious jewels like radiant ruby jewels, sapphires and heart shaped bracelets. But, the highlight of this year’s Valentine’s Day collection is that, along with the beautiful designs, affordability has been kept in mind. Starting from as low as Rs 5,000, retail jewellers are all out to cater to all the pockets, and specifically keeping the millennial population in mind. From

Reliance Jewels recently introduced their ‘Beeloved’ collection, which offers diamond pendant sets, earrings and rings with the price range starting at Rs 10,000. Speaking about what stands out in their range, a spokesperson from the company said, “Inspired by the characteristics of a honey bee, the collection is truly dedicated to today’s resilient women who manage to strike a perfect work-life balance combined with strength and energy to surpass all limitations while rejoicing every moment of life. This skillfully crafted collection consists of marvellous Diamond pendant sets, earrings & rings that are specially curated to sparkle one’s special moment with the price range starting at Rs. 10,000/- only.” Jewellers Cater to Growing Demand, Introduce Modern Jewellery Designs

Bluestone Valentine’s Day 

Talking about Bluestone’s Valentine’s Day range, Gaurav Singh Kushwaha, Founder & CEO, BlueStone said, “The day brings an extra special feeling of gratitude and love to our customers as well as allowing BlueStone as a brand; to be creative through its designs. Therefore, BlueStone has ensured it caters to all its patrons this Valentine’s Day by providing a diverse range of options to choose from, like the heart-shaped studs from the Little Hearts collection to a quirky charm bracelet from the Fem Delar collection – BlueStone has something in store for everyone. They have launched a new collection called- Uphaar (Token of Love) and it starts from as low as Rs 5,304.


Caratlane Valentine’s jewellery

For Caratlane, Valentine’s Day is about targeting young customers and those who are young at heart adults. The brand has introduced their Valentine’s Day jewellery which starts from Rs 5,000. Talking about the challenges which they face during any occasion-led event, Sagar V, Retail Head, Caratlane said, “Today there are a lot of categories like gadgets, which offer attractive discounts during these events. They may not be in direct competition to the jewellers, but they have occupied a huge chunk of our consumer’s mind space. But am very sure that since Valentine is mostly celebrated by young customers, so in the jewellery segment. we will be the first choice.”

Orra has introduced its entry-level Valentine’s Day collection-Expressions of love, which starts from Rs 14,999. Sonali Rao, General Manager, Marketing, Orra elaborates, “The concept of love has more evolved today and hence it has enabled us to go beyond the spectrum. I feel, even though we are talking about millennials, there is a certain maturity when it comes to their buying behaviour pattern. Our effort is to thus make sure that there is enough choice across the spectrum. Valentine’s Day, for example, we are not restricting it to expressions of love collections, there is Orra Platinum couples and the evergreen Orra Solitaires. We tell the audience that you can make a choice, whether it is at the entry-level or going up the value chain. Looking at it holistically, is something which we have always believed in and I think it works well for us because consumers appreciate it, and yes we do see a spike in sales.”

It is really interesting to see how this category has evolved, not only in terms of the marketing strategy but also in their product offerings, keeping in mind that a consumer can belong to any age group!

Author: Sarmistha Neogy

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