If your brand is solid and your jewellery is exclusive, you are bound to make good sales. Combined with a good mix of inventory, strategic marketing and constantly communicating with your audience is equally important. From selling pieces of yellow diamond jewellery to making what was the biggest sale in the history of the store, here are some inspiring stories of how jewellers struck gold during this difficult time.
Bangalore based Abaran Timeless sold quite a few pieces from its yellow diamond collection ‘Oriana
In the month of February 2020 we had launched the canary yellow diamond collection Oriana. We did a lot of campaigning for this collection. A customer came and saw all the pieces in this collection when we had launched and then the pandemic followed. So, we didn’t hear back from the client at all. Months later, when there was some relaxation on the lockdown, the same customer enquired about those pieces again and made a sizeable purchase. May be it was because of being locked up for a few months and the urge to splurge but they bought multiple products from the yellow diamond collection: earrings, necklaces, bracelets etc all from the same collection for the entire family. It was a remarkable sale. We had worked
We had worked hard on marketing and spent a lot of money on the collection in November-December last year. As lockdown was announced – we repackaged it and took the collection online and it was then that the substantial purchase was made from our store in Bangalore. The enquiry had come in the month of February and purchase was made post-lockdown, when the store opened.
Takeaway: Convert your campaigns to suit your digital mediums.
May be it was because of being locked up for a few months and the urge to splurge but they bought multiple products from the yellow diamond collection: earrings, necklaces, bracelets etc all from the same collection for the entire family. It was a remarkable sale Pratap Kamath, Abaran Timeless
Shobha Shringar a Mumbai-based jeweller made the biggest sale in the history of the store during the pandemic
Post lockdown, the walk-ins are few, but the conversion rate is nearly 90 per cent of the total walk-ins. They are buying a sizeable chunk of jewellery. In our society – there is a tradition to gift gold to the bride on her wedding day and this is not going to change. Soon after lockdown, we clocked the biggest sale in one sitting, in the history of our store. The customer bought everything in one sitting. We need to understand that people will not be able to go to multiple stores during this time, they will buy everything they want from one store, provided all of their criteria for the purchase, like aesthetics, pricing and style a match. The sale happened in bridal jewellery sets: diamond, jadau, and gold sets all replete with kadas, maangtikas, etc.
The effort to create the jewellery was tremendous, we have all the variety under one roof. The advantage we have is that our inventory is huge – we have a good stock of beautiful jewellery pieces. We were to participate in an exhibition, which was announced last year with this fresh, made-to-order inventory. The exhibition was cancelled because of the lockdown and we now have the most beautiful collection of jewellery as compared to all other stores in the city. So when we share pictures of these pieces with our long standing clients, they are eager to come forward to buy these pieces.
Takeaway: The core learning here is that you have to stock a variety of pieces, which will encourage a buyer to buy everything from your store, unless you have exquisite stock of these pieces such a sale is difficult to take place. Inventory management is important.
We clocked the biggest sale in one sitting, in the history of our store. The customer bought everything in one sitting. We need to understand that people will not be able to go to multiple stores during this time, they will buy everything they want from one store, provided all of their criteria for the purchase, like aesthetics, pricing and style are a match Snehal Choksey, Shobha Shringar Jewellers
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