Vijay Jewellers opens second showroom at Una, Himachal Pradesh

The family jewellery brand, with its flagship store at Nangal in Punjab, is going to cater to a busy market area in Una that has lifestyle, FMCg, and other brands attracting healthy turnout of shoppers

Una: Vijay Jewellers, a four-decade old family jewellery brand from Punjab, launched their second showroom at the bustling market of Una in Himachal Pradesh on November 24. The strategic positioning of the showroom in a market with pre-existing brands in lifestyle segments such as Titan ensures a healthy turnout of shoppers.

Diversifying from their trusted business of gold jewellery, the up-and-coming brand has introduced new jadau and antique jewellery ranges. “We have been enjoying a healthy demand within a 60-70 km radius of our first store at Nangal in Punjab. That market is very much into gold jewellery. Expanding to a new state requires a fresh mindset to cater to new clients differently. Although our loyal clients have been visiting the new showroom, our effort has been to broaden our stock and venture into other verticals that are popular among youth and brides-to-be such as kundan and jadau,” said Vijay Kumar Dhir, Proprietor, Vijay Jewellers.

Keeping in mind the new market and preferences in Himachal Pradesh, Dhir had organised a one-month training course for in-store staff in Nangal and also for the new staff joining the store at Una. That activity has helped the staff with expertise about new verticals being added to the inventory of the retail brand, as well as crucial guidelines on storytelling, which is as important a factor as the face value of jewellery sold over the counters.

The brand is now catering to the diverse consumer bases of gold, silver, diamond, and colour stones, said Rajat Dhir of Vijay Jewellers. Jiya kundan collection and jewellery of gold frames are two of the highlights of Vijay Jewellers latest inventory at Una. “This apart, we have gold and silver coins of 1 gram, 2 grams, 5 grams, and 10 grams as well,” maintained Vijay Kumar Dhir.

Retail Jeweller India News