Indian Jeweller (IJ) Magazine August -September 2019

to driving sales and enhancing conversion rate.
The popularity and visibility of a store are to
a greater extent determined by the volume
of footfalls it attracts. So, location plays an
extremely big role in driving footfall to the
store. At the end of the day, quality footfalls
create quality retail opportunities,” adds
Ahammed.
The scope of the word location, however, is
broad. While it is easy to use words like “prime
location” loosely, there are many nuances
involved while choosing the right location
for your business. “In a mature market like the
U.S., where high street shopping is concerned,
connectivity is really good. In India though,
connectivity was poor until a few years ago
and today it is mediocre. So location alone is
not important, in a country like India, location
with good parking is important,’ says Pratap
Kamath of Bangalore based Abharan Timeless.
If you have the right location, then little
effort has to go into building the rest of the
brand, believes Milan Shah of Surat based
Kalamandir Jewellers. “There are three
important factors in any retail business.
Location, location and location. If you have
figured out the right location, the rest of the
peripherals can be worked upon with minimal
effort.”
Occupational
costs
On an average how
many consumers visit
the area to shop?
Proximity to
residences and
accessibility through
public transport
Amrapali, which has patronage across the
world, has an interesting strategy when it
comes to retail expansion. The brand has
a presence in high-end, luxury hotels and
standalone stores in upmarket areas. It also has
tie ups with high-end brands like Goodearth
(in India) and Harrods (in the UK) as it shares
the same target audience with these brands.
“Location is the most important factor when
opening a new store. We have tried to use
prominent locations for our brand. Our store
in Juhu is right opposite JW Marriott and next
to Starbucks. This is ideal for us as it attracts
foreign consumers who could be staying at the
hotel and even locals who will go to Starbucks
in the vicinity. We also have a store in Taj
Mahal Palace hotel which is one of the most
prime locations in Mumbai. In Delhi, we are
located at Khan Market, another popular area.
We also have a presence at airports, which I
feel is one of the ideal places to shop. If you
have a layover or are waiting for a flight, you’re
kind of trapped and what most travellers do is
shop or eat. Even for last minute gifting, the
airport is a great place to buy gifts for your
loved ones,” says Tarang Arora.
Location: Important Factors
Costs involved in leasing/
owning the area along with
maintenance costs like
electricity etc.
Size of the
catchment area
Accessibility &
convenience
We have tried to use
prominent locations for our
brand. Our store in Juhu is
right opposite JW Marriott
and next to Starbucks. This
is ideal for us as it attracts
foreign consumers who
could be staying at the hotel
and even locals who will go
to Starbucks in the vicinity.
We also have a store in Taj
Mahal Palace which is one
of the most prime locations
in Mumbai. In Delhi, we are
located at Khan Market,
another popular area. We also
have a presence at airports
which I feel is one of the ideal
places to shop. If you have a
layover or are waiting for a
flight, you’re kind of trapped
and what most travellers do
is shop or eat. Even for last
minute gifting, the airport is
a great place to buy gifts for
your loved ones
Tarang Arora, Amrapali
Jewels
Facilities
Does it have ample parking,
does the area allow for
enough moving around etc.
INDIAN JEWELLER | august-september 2019 | 103