Indian Jeweller (IJ) June - July 2020

Special Feature
Takeaway: The core learning here is that
you have to stock a variety of pieces,
which will encourage a buyer to buy
everything from your store, unless you
have exquisite stock of these pieces
such a sale is difficult to take place.
Inventory management is important.
Shobha Shringar boutique, Mumbai
Shobha Shringar a Mumbai-based jeweller
made the biggest sale in the history of the
store during the pandemic
Post lockdown, the walk-ins are few,
but the conversion rate is nearly 90
per cent of the total walk-ins. They
are buying a sizeable chunk of jewellery.
In our society – there is a tradition to gift
gold to the bride on her wedding day and
this is not going to change. Soon after
lockdown, we clocked the biggest sale
in one sitting, in the history of our store.
The customer bought everything in one
sitting. We need to understand that people
will not be able to go to multiple stores
during this time, they will buy everything
they want from one store, provided all
of their criteria for the purchase, like
aesthetics, pricing and style a match. The
sale happened in bridal jewellery sets:
diamond, jadau, and gold sets all replete
with kadas, maangtikas, etc.
The effort to create the jewellery was
tremendous, we have all the variety under
one roof. The advantage we have is that
our inventory is huge – we have a good
stock of beautiful jewellery pieces. We
were to participate in an exhibition, which
was announced last year with this fresh,
made-to-order inventory. The exhibition
was cancelled because of the lockdown
and we now have the most beautiful
collection of jewellery as compared to all
other stores in the city. So when we share
pictures of these pieces with our long
standing clients, they are eager to come
forward to buy these pieces.
We clocked the biggest
sale in one sitting, in
the history of our store.
The customer bought
everything in one sitting.
We need to understand
that people will not be
able to go to multiple
stores during this time,
they will buy everything
they want from one
store, provided all of their
criteria for the purchase,
like aesthetics, pricing and
style are a match
Snehal Choksey,
Shobha Shringar Jewellers
Image & jewellery courtesy: Rare Heritage
Rare Heritage sold 6 contemporary pieces of diamond
and polki jewellery with proper strategy in place
During the lockdown we prepared a
list of clients, and we started sharing
pictures of our stock over Whatsapp
and started the buzz surrounding some
select pieces of jewellery. So in the first
week that we opened our store, after
lockdown, we converted six sales. This was
particularly the result of our strategy, by
creating the familiarity with the inventory,
and enticing customers to buy jewellery
soon after lockdown.
These were contemporary pieces, casual
wear but statement jewellery. Couple of
them were diamond jewellery pieces and
some were polki. We communicated to
our clients constantly through phone calls,
social media and Whatsapp and we shared
with them pictures of our jewellery.
Takeaway: If you have
a proper marketing &
sales strategy in place,
you can actually make
sales happen.
In the first week that we opened our store, after lockdown,
we converted six sales. This was particularly the result of our
strategy, by creating the familiarity with the inventory, and
enticing customers to buy jewellery soon after lockdown
Nakshatra Mehta, Rare Heritage
30 | june-july 2020 | INDIAN JEWELLER
INDIAN JEWELLER | june-july 2020 | 31