Buying gems and jewellery is an experience – these products are expensive and therefore warrant a thorough examination before making the actual purchase. Many manufacturers therefore could not land new buyers during the pandemic.

Cancellation of physical shows affects business adversely

Explains Vikas Mehta of Achal Jewels “Cancellation of physical shows has been a blow to our business. We haven’t been able to get new clients during the pandemic. During shows we could meet new clients and show them our designs and get them to actually make the purchase. Currently, we are doing business with our existing range of clients.” This is a woe which manufacturers across India will acknowledge. They all are getting online orders from their long standing clients. 

Cancellation of physical shows has been a blow to our business. We haven’t been able to get new clients during the pandemic. During shows we could meet new clients and show our designs to them and get them to actually make the purchase. Vikas Mehta, Achal Jewels

Says Anand Shah of Anand Shah Jewels, Mumbai, “The zest for making new designs and working on truly ostentatious pieces got dampened during the pandemic, as physical shows and exhibitions were cancelled and we could not meet true connoisseurs. Our team ofne orders from their long standing clients. karigars also felt the blow as appreciation for their work came on a digital platform – which does not really reach out.” All the same the show must go on and so Shah and his team have taken pictures of their entire stock, some videos also were made and all these images are shared with clients over Whatsapp and email. “This helps clients decide what they want. We do a Facetime with clients and explain every aspect of the product in detail. Sometimes, they return jewellery they think looks different in reality and therefore a gap in their expectation. This is part of business,” explains Shah. In case of new clients, they need to walk in at Anand Shah Jewels and there they are shown the latest products and all their queries are resolved. “We do not share high resolution images and videos with new clients. We do however share our standard designs and low resolution images and prices with them,” explains Shah. Often virtual shows are good, but nothing like the real shows. “Virtual shows were somewhat helpful, but it is time consuming to open each and every image and display it to the prospective clients. Virtual shows are as good as Facetime,” explains Shah.

The zest for making new designs and working on truly ostentatious pieces got dampened during the pandemic, as physical shows and exhibitions were cancelled and we could not meet true connoisseurs. We do a Facetime with clients and explain the products in detail. Anand Shah, Anand Shah Jewels

Telephone calls, videos and digital approach have its upsides too

Diamond jewellery is expensive and every aspect is scrutinized by clients in detail and therefore selling diamond jewellery virtually is yet another challenge. Says Dheeraj Menda of Studio Rêves, “We have been approaching all our clients over email and sending them videos and images of our products for many years now, even before 2020. So our clients did not experience any difference during the pandemic. Our team used to call up clients, send emails and book orders. It was quite smooth, maybe slow at times but on the whole, regular.” They would however, like to participate in physical shows in the coming year, and hope that the industry prospers as it did during the pre-Covid days.

We have been approaching all our clients over email and sending them videos and images of our products for many years now, even before 2020. So our clients did not experience any difference during the pandemic. Dheeraj Menda, Studio Rêves

According to Kamal Punjabi of TT Gems, “We already have huge customer base, we approach clients via telephone calls and the only difference we brought in during the pandemic is to use high definition photography. We send these images to our clients and explain them the details over a telephonic conversation or video calls and if they like the products they book their orders. It becomes easy for customers to understand the gemstones and helps them arrive at a decision. Most clients of ours call us for their gemstones requirements and I share good photographs and detailed information about the gemstones so that clients get an idea of the products and arrive at buying decisions soon,” explains Kamal Punjabi. They have been adopting this practice for years now and that has helped their B2B business of gemstones garner a good clientele.

We already have huge customer base, we approach clients via telephone calls and the only difference we brought in during the pandemic is to use high definition photography. We send these images to our clients and explain them the details over a telephonic conversation. Kamal Punjabi, T T Gems

Instagram and other forms of social media help many manufacturers gain visibility. It’s important for businesses to adapt to new technology. Says Abhishek Raniwala of Raniwala 1881, “We have an exhaustive database to reach out to over telephone calls. When clients are interested we conduct zoom meetings or video calls. We aren’t well equipped to reach out to new clients. Digitally we aren’t as geared up to conduct business online. Virtual shows are no good in getting new clients.”

We prepare a target list of say 200 customers. Our marketing team goes to such clients personally and invites them over to our office. When the clients come over at least 50 per cent conversions take place. Pramod Mehta, Shine Shilpi Jewellers

Focusing on untapped clients

Some G & J manufacturers prefer physical shows over virtual ones and have not participated in any virtual show despite the pandemic. They worked on the database they had collected over the years through their participation in physical shows. “We have been participating in exhibitions for several years now and have a large database of untapped clients, some of whom we have interacted with on a one to one basis in the past. We are focusing on building our relationships with them through regular telephonic calls, Whatsapp messages and our digital media presence. We have not participated in any virtual event till date,” informs Roshiel Zaveri of Wondercuts Jewels, Mumbai.

We have a large database of untapped clients, some of whom we have interacted with on a one on one basis in the past. We are focusing on building our relationships with them through regular telephonic calls, Whatsapp messages and our digital media presence. We have not participated in any virtual event till date. Roshiel Zaveri , Wondercuts Jewels

Importance of one-on-one meetings

Travel is yet another mode through which manufacturers meet clients. “We send our sales team to meet clients with some samples and catalogues. Zoom calls and video calls had to be adopted during the lockdown and they worked well. But now as things are getting back to normal, we too would like meet clients in person. It works better. Jewellery can be examined better in person. High end bridal jewellery cannot be sold only via virtual media. We use lot of coloured stones also so physical examination always makes a difference,” believes Amish Kothari of Rosentiques Fine Jewellery.

We send our sales team to meet clients with some samples and catalogues. Zoom calls and video calls had to be adopted during the lockdown and they worked well. But now as things are getting back to normal, we too would like meet clients in person. Amish Kothari, Rosentiques Fine Jewellery

Pramod Mehta of Shine Shilpi Jewellers is now back to normal way of conducting business via face to face communication. “We prepare a target list of say 200 customers every three months. Our marketing team goes to such clients personally and invites them over to our office. When clients come over at least 50 per cent conversions take place, which is a fairly good number when it comes to new clients,” opines Mehta. In Zaveri Bazaar, Mumbai wholesalers come together to organize a G & J fairs. They invite clients from across India, and pay for their travel and residence at luxurious hotels and ensure that every client is attended to well during the fair. “We try to increase footfall in our offices. That helps bring in new clients,” explains Mehta.

We have an exhaustive database to reach out to over telephone calls. When clients are interested we conduct zoom meetings or video calls. Digitally we aren’t as geared up to conduct business online. Virtual shows are no good in getting new clients Abhishek Raniwala, Raniwala 1881