Indian Jeweller (IJ) June - July 2020

The Big STory
#Challenge 11 : High levels of stress amidst staff
Solution: Removing target based goals
#Challenge 12 : Maintaining the perception of the brand
Solution: Sticking with the staff
Every jewellery store has set targets
for their sales staff. However,
given the current scenario, with
low footfalls and additional burden of
having to take care of one’s health and
their families’ UP based Aisshpra Gems
and Jewels has not given its sales staff any
targets this year. This way, the staff is in
a position to work under less pressure.
“Some staff members were concerned –
they were mostly under performers, we
have assured them that if they perform
well, we won’t ask them to leave. We just
want them to keep our customers happy
and satisfied,” says Vaibhav Saraf.
Chandigarh faced a milder lockdown,
as compared to the rest of India.
Stores were open since May 13. In
the last few months, public perception of
companies has played a very important
role. Companies that have stuck with
their employees through these difficult
times have enhanced its reputation. “We
haven’t gone in for any pay cuts or laid
off any of our staff. At the end of the
day our workforce is our strength. They
have been with us for many years. Some
bad months can occur anytime for any
business. We need to take care of them
during these hard times. Once we do that
we retain their confidence,” says Vikram
Talwar of Talwarsons.
Some staff members were
concerned – they were mostly
under performers, we have
assured them that if they perform
well, we won’t ask them to leave
Vaibhav Saraf,
Aisshpra Gems and Jewels, UP
Tip: We take adequate measures, we
have a doctor on call. Sanitisation and hygiene
measures are in place. We have an oxygen
cylinder and oximeter in place. We have tied up
with a Bangalore-based motivational trainer.
He takes sessions at least twice or thrice a
week, he is also available on call
We haven’t gone in for any pay cuts
or laid off any of our staff. At the
end of the day our workforce is our
strength. They have been with us for
many years
Vikram Talwar, Talwarsons,
Chandigarh
Tip: “We discussed openly
in our Whatsapp groups. My
father, brother, and myself
shared our thoughts with the
staff and encouraged them to
attend online seminars, so their
lockdown was used fruitfully.”
#Challenge 13 : Smart sales
girls going on maternity leave
Solution: Having
backup sales staff in
place
Running a jewellery business in smaller towns comes with lesser
number of challenges. The staff lives closer to the store, their
expenses are lesser and aspiration levels are lesser too. However,
there are downsides like staff not being highly qualified. “We had very
smart sales girls working for us. Many of them were newly married and
during lockdown some of them got pregnant. It is a pattern we have been
witnessing. The only solution in sight has been to keep a backup off sales
staff,” says Viraj Sheth of Nagpur-based Batukbhai Sons Jewellers.
We don’t have hierarchy when
it comes to sharing thoughts
and problems. We treat all staff
equally
Viraj Sheth,
Batukbhai Sons Jewellers, Nagpur
Tip: For Batukbhai an open door, no
hierarchy approached has helped. “We have
told our staff that they can come directly and
talk to us. We don’t have hierarchy when it
comes to sharing thoughts and problems. No
organisation is devoid of politics. However,
we treat all staff equally.”
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