What did I do to increase sales

Vaibhav Gupta

Owner, Totaram Maganlal and Sons, Hyderabad

Shows and more‘

In 2019, we organised more than 30 successful exhibitions in gated residential societies. We made the move because if customers were failing to visit us, we wanted to reach out to as many of them as possible. We have also successfully introduced lightweight gold jewellery in 14 karat to counter dropping sales. The idea to create slightly cheaper  was welcomed greatlyOur per cent since 2018.

‘Reaching out to customers‘

We have run jewellery camps on the first three days of every month since last year  — where we display different categories of our exclusive jewellery. The themes of the events differ — where we vary the exhibitions from diamonds to gold jewellery and once we even focussed only on gold bangles. These events have contributed greatly to our brand’s success by reaching out to newer customers. 

Navin Prakash
GM, Sree Kumaran Thangamaligai, Tirupur, Tamil Nadu

Bhavin Jakhia
Director, Om Jewellers Pvt Ltd, Mumbai

‘Old is gold‘

The demand for gold has been impacted by its prices moving north. We have started old gold exchange offer at our store, since Diwali last. We installed gold melting machines at the store to ascertain the accurate purity of the metal. The scheme has been a success with regular as well as new customers availing the offer.

‘Recrafted the making‘

The increasing prices of gold have drastically reduced demand for heavyweight wedding jewellery. This has prompted us to proportionately reduce the weight of gold in our ornaments. The bridal necklaces that earlier weighed 120 grams now weigh 90 gms to 100 grams. This means a 20 per cent to 25 per cent decrease in the overall weight of the jewellery. At present, 75 per cent of our inventory is in lightweight pieces and the rest are heavy jewellery.

Abhijit Jog
Partner, Govind Narayan Jog and Sons, Sangli, Maharashtra