DENIZENS SHOP ONLINE FOR GOLD, SEEK LUCK, JOY
This Akshay Tritiya, shopping online for jewellery is a popular means to de-stress
For times are tough, and the momentary happiness on your loved one’s face is precious, right? This Akshay Tritiya, folks in Delhi-NCR are buying jewellery online to de-stress and bring in some much-needed good luck.
“I wanted to do something different for my mother. It’s a great way to bring smile on her face in such grim times. So I bought jewellery online for her, to mark the festive vibe and bring home some luck,” says Smrithi S Kumar, a Delhibased HR professional.
For those celebrating their special days, gold shopping is a great way to de-stress and show some self-love. “My birthday is approaching. And I am single, so I thought of gifting myself a small piece of jewellery. In these times, that’s the only thing that can be used as an incentive to pep up myself. I bought a pendant, and even if momentarily, at least I feel happy amid everything sad around,” says Sonia Arora, a resident of Delhi, who is looking forward to wearing it on Akshay Tritiya.
Jewellery brands, too, are doing their bit to ensure a seamless shopping experience for buyers. Many online jewellery brands are offering real images or videos, and even assistance over mobile apps. “All the stores may not be operational, but the lockdown still allows for delivery in many states, smaller towns and in the international markets. So, we’ve been seeing interest from customers through our online channels, which will contribute to a sales uptick. We are geared up to serve these customers by going live and using real images or videos through WhatsApp assistance, etc. This year, we’re likely to see more movement on engagement rings, [pieces for] kids and smaller gifting items within a price bracket of ₹20,000,” says Avnish Anand from a jewellery brand.
Jewellery designer Priyanka Khaitan, who caters to customers across Delhi-NCR, says, “This Akshay Tritiya, the sentiments are very low country wide because of the Covid-19 crisis. We are seeing a dip in the business volume. Having said that, since we mostly work on designer jewellery and have a niche segment, we are seeing a lot of conversions online and through the virtual medium... Not just dailywear pieces, but also collectible pieces are being considered for purchase, as they are more like keepsakes, an heirloom that can be passed down generations. So, once the pandemic is over, one can cherish wearing these pieces.”
I bought a pendant online, and even if just for a moment, I felt happy. SONIA ARORA,
A resident of Delhi