Wholesome, solid jewellery popular

People these days prefer a very solid and a full look. Even if a customer has bought a small, light weight set, they want it to be wholesome. “This is because people are limiting the number of functions. However, every bride has a set look in her mind. Now in the current scenario, she needs to replicate the looks amidst 1-2 functions. Hence, they want something solid to wear for those functions,” says Vikram Talwar. The people of Chandigarh love grandeur, especially when it comes to weddings. Minimalism was never their thing, now, with the pandemic, they all the more prefer classic, full pieces.

“This is because people are limiting the number of functions. However, every bride has a set look in her mind. Now in the current scenario, she needs to replicate the looks amidst 1-2 functions. Hence, they want something solid to wear for those functions

 

Less gold but high perceived value

With the gold prices going up, people are also smart about buying jewellery. “Usually customers would select necklaces that are 7 inches long, now that has come down to 4.5 inches. They want the gold element to be lesser, so that the price is same as before or a little higher. Gold price has increased by 30 per cent but people’s incomes have not. So as jewellers we need to stick with the same price points. However, using lesser gold doesn’t mean the piece looks incomplete. The stones are used in such a way that the piece looks full and complete. We use stones in such a way that they enhance the monetary look of the piece,” adds Vikram.

Gold price has increased by 30 per cent but people’s incomes have not. So as jewellers we need to stick with the same price points. However, using lesser gold doesn’t mean the piece should look incomplete. The stones are used in such a way that the piece looks full and complete. We use stones in such a way that they enhance the monetary look of the piece

 

Customisation is everything

In today’s time, retailers are putting all efforts there is in the book to drive sales. From listening to the client, understanding the customer and customizing if the need arises, no stone is left unturned. “We had a very lovely set in stock that many clients loved. A particular client liked the necklace but completely disregarded the earrings. So, we can’t take for granted that just because most people like a piece, everyone would feel the same way. We need to be open to customization.” Openness and willingness to go to a far extent to make the client feel comfortable and happy are non-negotiable in the given scenario, believes Vikram.

Rose gold & platinum for the win

30-40 per cent of Talwarsons sales comes from rose gold. “Rose gold complements the Indian skin tone. Rose gold when seen at a jewellery store, in that lighting it almost looks like yellow gold.” There has also been a rise in demand of couple bands and platinum is the choice of metal for couple bands. “A year ago, only men used to go in for platinum bands. Now women also equally go in for platinum rings. The whole idea of proposal and doing something informal before exchanging rings has become popular.”

A year ago, only men used to go in for platinum bands. Now women also equally go in for platinum rings. The whole idea of proposal and doing something informal before exchanging rings has become popular

 

Colour stone earrings all the rage

Earrings have been a fast moving category across retailers in India. “The classics are popular. We have been trying to innovating keeping classics in mind. Now that gold price is high, people are going in for earrings with coloured stones and not just the usual red, green and white but light pastel shades that are versatile and wearable every day. Designs with classic elements to them are evergreen.” Engagement ring sizes varies from customer to customer according to Vikram. “Someone might think 1ct is too large a size, but someone might feel a 5ct is too small. But we serve every client in the same way and help them choose their forever ring.”

The classics are popular. We have been trying to innovating keeping classics in mind. Now that gold price is high, people are going in for earrings with coloured stones and not just the usual red, green and white but light pastel shades that are versatile and wearable every day. Designs with classic elements to them are evergreen

 

Connecting with the elderly through technology

 Diamond sales have seen a dip considerably. Before Covid, women from all age groups, especially elderly of the family would indulge in diamond jewellery. “Grandmothers have not been coming to the store because of Covid. The younger women come into the store but we need to connect with their grandmothers over a video call. We have trained our staff to make the whole video call process easier for them and help the elderly people on the other end.” 30-40 per cent of the elderly clients need some sort of assistance when it comes to video calls.

Future is all about stocking up on jewellery for informal engagement functions

Vikram is keen on stocking up on pieces keeping in mind the engagement function. “We will be definitely looking at stocking up on bridal rings. Anything and everything to do with engagement which we call roka ceremony. With the vaccine coming in, people want to wait and see if they can push the wedding a little bit but at the same time, they want to have a small engagement ceremony to commit to each other.” So in a function like that people are inclined to gift the bride a polki set or a diamond set or a pair of bangles, or a nice kada  - something that symbolizes commitment.”

We will be definitely looking at stocking up on bridal rings. Anything and everything to do with engagement which we call roka ceremony. With the vaccine coming in, people want to wait and see if they can push the wedding a little bit but at the same time, they want to have a small engagement ceremony to commit to each other

 

There has been a distinct shift in the minds of the consumers after Covid. “They want wholesome pieces, but they want detachable jewellery. They also want pieces that they can wear, pieces that are more versatile. People have become very logical when it comes to buying. The over the top days are gone.”