The gems and jewellery sector has to work harder than other businesses to bounce back, because they do not cater to essential services and buying jewellery is not always a priority. In days of a crisis, like the present one, buying jewellery may not feature on the shopping list of many for days on end. 

“People buy jewellery when they have an important function at home, whether it is the naming ceremony of a child, first birthday, or engagement, weddings, etc some buyers come forward to buy gold on auspicious occasions like New Year, Diwali, etc. But this year it is difficult to say when the business will pickup,” laments Pratap Kamath, Abaran Jewellers, Bangalore.

These are trying times, because the all business owners are paying fixed overheads, be it rent, interest on borrowed capital, staff salaries, etc; and parallelly there is no business happening as there is a total lock down. Post the lockdown jewellers will have to find ways to attract customers.

Online business holds the key

About the need for taking your business online globally renowned business coach, Jeff Walker,  in his book titled ‘Launch: An Internet Millionaire's Secret Formula To Sell Almost Anything Online, Build A Business’ says, “The world is clearly in the midst of a huge transition. The very nature of our communications and daily lives has changed radically in just a few short years. We live in a world with a seamlessly connected client base that can instantly pull up thousands of reviews about hundreds of competitors. A world with an ever-increasing level of competition for your prospects’ attention.” According to him taking your business online is the beginning of adding value to your business and a sure-shot way to win clients.

Social media is really important

Social networking is the key to catch the youth. These are people who have the ability and willingness to buy, your business, or products need to be visible to them. Asserts Kapil Chandrayan, economist and academician, “If you want the youth to notice you, you have to be on social media. Social media marketing is a technique taught in top B-schools across the globe.” Post the global pandemic, if you want your business to grow, you have to be noticed by these younger people. 

Offer unique services

People are at the core of any business enterprise. Your customers are people who matter the most. Learn to offer unique services to them and they will remain loyal to you for generations. In the words of Richard Branson, one of the world’s revered wealth gurus, “A business is simply an idea to make other people’s lives better.” A profound thought, which holds the key to business excellence like perhaps none other. 

So gear up to offer door-to-door pickup and drop services and after sales services for your jewellery to selected clients. Go that extra mile, to make the life of your customer better. 

A ‘Sale’ always boosts sales

Announce a ‘Sale’ as often as you can on all your social networking sites, and your website, to boost sales. “Make your customers feel special. Let them feel that they are the most privileged individuals in your store,” suggests Chandrayan. There is more worth in making people feel valued than in any other marketing technique in the book. A ‘sale’ sign attracts every woman’s eye like nothing else. Put that up everywhere she browses or walks and as often as possible.

Creative window displays can spell magical  

A little creativity and aesthetics goes a long way in attracting a customer to the store, women are beauty conscious by nature, it is up to you to show how discerning you are. After a gloomy spell, like that which the world is reeling under, at present, you have to apply more wisdom in your window displays. Add colour, variety, shock element – everything you can to get your prospective client through the door to buy a piece of jewellery. Be creative, not gaudy. Apply your aesthetic sense, or hire professional assistance. According to researchers, A Prabu Asivartham and N Mohan, “Attention-grabbing and appealing window displays can easily be the difference between a consumer coming into the store to view more or walking by.”

Identify any old gold jewellery, excess stocks

Discard old stock, melt it to produce something new and sale worthy. Do not try to push it off to a customer, a shoddy sale is as good as no sale, because you may be successful in making that one sale, but you have lost many more opportunities of sale. Says Senthil Kumar, Sumangali Jewellers, “A good sales person always retains the customer, your sale and service should be such that the customer will remain loyal to your store for years. In our line of business, that is possible, and therefore we have to give the very best to our clients.” 

They should feel like coming back to the store for every time they want to buy jewellery. This loyalty has a lot to do with the quality of the product and your service. Melt away old stock, make way for good quality, fresh stock. Everyone wants to know what is new.

Hygiene standards should be very high

Post Coronavirus too store owners will have to invest in maintaining high hygiene standards in their stores, keep sanitisers and sealed masks handy. Make the prospective client feel that you are looking after his or her health like you would, of your own family members. “There will be a fear in the minds of people for months after the lockdown is lifted, so when they come in your store they should be assured that you are adhering to highest hygiene standards,” explains Vijay Khanna, of Khanna Jewellers. These are subtler ways to win the trust of your customer. The jewellery business, more than any other business has a lot to do with this element of trust.

Enhance security of your store

With rampant unemployment and many rendered penniless, it is important to revisit the security of your store. Go that extra mile to ensure that your goods are well insured, stored safely and with extra security. The social conditions demand that you enhance security to save your business from miscreants. According to Shashank Patil, of Security Vision, “Investment in security equipment is just like an insurance, jewellery store owners are safeguarding the trust of hundreds of their customers. An incident like a theft too tarnishes the image of the business.” It is important to ensure that you have taken utmost care to thwart possible security threats.

Keep in touch with your customers 

Being connected the mantra for enhancing sales. According to Chandrayan, “Sales happen when customers feel that store owners are making an effort to partake their joys, successes and even woes. Sending a thoughtful whatsapp message or SMS, makes the customer feel special. Keep tabs on birthdays, anniversaries, or if you have celebrity clients, watch their Instagram, Twitter regularly, comment on what they have posted, make them feel that you are interested in their wellbeing.” These are ways to make clients feel special. Never neglect your customers, whether they are in your store or away. Being connected, is being noticed. Do that. Get noticed, and attract your customers to your store. 
 

People buy jewellery when they have an important function at home. Some buyers come forward to buy gold on auspicious occasions like New Year, Diwali, etc. But this year it is difficult to say when the business will pickup

- Pratap Kamath, Abaran Jewellers, Bangalore