How These Jewellers Struck Gold Even During Crisis-Lockdown Sales Chronicles

These leading jewellers across India share success stories of how they made a great sale during the pandemic with Vijetha Rangabashyam

Post By : IJ News Service On 01 August 2020 12:52 PM

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

 

Image & jewellery courtesy: Rare Heritage

Rare Heritage sold 6 contemporary pieces of diamond and polki jewellery with proper strategy in place.

During the lockdown we prepared a list of clients, and we started sharing pictures of our stock over Whatsapp and started the buzz surrounding some select pieces of jewellery. So in the first week that we opened our store, after lockdown, we converted six sales. This was particularly the result of our strategy, by creating the familiarity with the inventory, and enticing customers to buy jewellery soon after lockdown.

These were contemporary pieces, casual wear but statement jewellery. Couple of them were diamond jewellery pieces and some were polki. We communicated to our clients constantly through phone calls, social media and Whatsapp and we shared with them pictures of our jewellery.

Takeaway: If you have a proper marketing & sales strategy in place, you can actually make sales happen.

In the first week that we opened our store, after lockdown, we converted six sales. This was particularly the result of our strategy, by creating the familiarity with the inventory, and enticing customers to buy jewellery soon after lockdown Nakshatra Mehta, Rare Heritage

Occasions Fine Jewellery from Ahmedabad is putting together an entire trousseau for a bride

long standing client was looking for an anniversary gift for his wife. The store was not too far away from their home, so we opened the store especially for that client. He came in to buy the anniversary gift. He bought a diamond bracelet and pendant. The couple was very happy that we went a great extent to be of service to them.

It has been a month since our store in Ahmedabad opened. During which there were many such moments. One of our old clients has a wedding coming up in November. Many families have increased their jewellery budget, because the budget of the whole wedding has been cut down drastically, as number of people attending the wedding has reduced.

We are doing the entire wedding trousseau for the bride. The wedding is to be held in Udaipur, in November. The bride will be wearing a tassel necklace for the brunch, a diamond necklace for the sangeet in the evening and a jadau set for the wedding next day.

Takeaway: Many families have increased their jewellery budget, because the budget of the whole wedding has been cut down drastically, as number of people attending the wedding has reduced.

looking for an anniversary gift for his wife. He bought a diamond bracelet and pendant. The couple was very happy that we went a great extent to be of service to them Devashish Kamdar, Occasions Fine Jewellery

 

Necklace courtesy: Harsahaimal Shiamlal Jewellers

Bareilly based Harsahaimal Shiamlal Jewellers sold a pair of solitaire earrings to a reluctant customer

Customers are by and large risk averse these days. They don’t want to step out and they don’t want to make any big investment that could prove to be risky. There was this one customer who was skeptical about buying a pair solitaire earrings. In such a case, we interacted with the client over whatsapp, phone, etc. and got her to purchase the earrings. At present there is a lot of heavy jewellery purchase happening. Many clients are looking at buying heavy jewellery, both diamond and gold. So we convince them about how this time is ideal to buy jewellery and apart from adding aesthetic value to their collection, it is a wise investment, as prices of gold will increase further.

Takeaway: Be persistent and never give up on your ability to pursue a client

Many clients are looking at buying heavy jewellery, both diamond and gold. So we convince them about how this time is ideal to buy jewellery and apart from adding aesthetic value to their collection, it is a wise investment, as prices of gold will increase further Ankur Anand, Harsahaimal Shiamlal Jewellers

 

 

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