After lockdown restrictions had been eased in Unlock 1.0, jewelry shops reopened, with measures comparable to visible trials, displaying jewelry on video calls, and appointment-based mostly procuring. However, jewellers are going through two challenges – providing a retailer-like expertise to these procuring from residence, and convincing people who their shops are secure.
Virtual trials, video calling – the brand new regular at jewelry shops
Jewellers have launched video-calling and digital trial choices on web sites and in shops for buyers. Meghna, founder of style tech startup StyleDotMe, which provides VR expertise in jewelry procuring by means of mirrAR, says, “Tanishq, Amrapali HazooriLal Legacy, PC Jewellers, and Kalyan Jewellers, among others are using mirrAR to provide shoppers at home an in-store experience.” Arun Narayan, AVP Category, Marketing & Retail, Tanishq, says, “Our website has an option to try on earrings and necklaces virtually. We are observing high-value transactions through video calling as well.”
Minimalistic jewelry extra in demand due to WFH
Arun says, “With people engaged in video calls for work, there’s a higher demand for minimalistic jewellery, and we’ve seen a rising demand in wedding jewellery and gold coins.” Devanshi, a jewelry designer who owns Devanshi Renu Jewels, provides, “Small items are being promoted so people can get interested in buying jewellery again.”
‘Jewellery sanitised publish every trial’
MP Ahammed, Chairman, Malabar Gold & Diamonds, says, “All surfaces such as display tops, doors, card swiping machines are sanitised regularly. Ornaments are being thoroughly disinfected after every trial. Seating arrangements have been altered to comply with social distancing norms, and our staff is using sanitisers and wearing gloves and masks.” A workers member at Goyal Jewellery, says, “All jewellery pieces are sanitised before and after they are tried.”
Rising demand for gold cash, wedding ceremony trousseau
“People want to save money and not splurge. But across the country, it’s the weddings which are driving sales,” says Anantha Padmanabh, Chairman, All India Gem & Jewellery Domestic Council (GJC). Drishti Banerjee, who not too long ago received married in Delhi, provides, “My mom gifted me gold coins from the money she saved from my wedding expenses. Even those who attended the wedding on Zoom gifted me jewellery, saying I saved them the cost of buying new outfits.” Kalyan Jewellers have launched ‘Muhurat@Home’ to drive up sales of wedding ceremony jewelry.
