The diamond and jewellery market is undergoing rough weather. The need of the hour is to make diamonds and jewellery exciting for the end consumer.
The manufacturers in India seem to be having a B2B focus rather than a B2C focus. The emphasis is on reducing costs and increasing volumes. We should be building brands rather than being commodity sellers. If we do not add value to an aspirational product category such as diamonds, we run the risk of losing market share to other luxury products such as Swiss watches, high-end mobile phones, etc.
Anything else you may wish to add.
Divine Solitaires has introduced a new concept for a unique customer experience in jewellery stores through its Divine Lounge. The lounge, built in high-end stores of partner jewellers, provides an opportunity for customers to see, touch and understand each feature of Divine Solitaires’ diamonds and jewellery. This would help customers to make an informed decision about buying solitaires.
It is the first-of-its-kind initiative by any brand to have a friendly and exclusive ambience and a complete experience for its customers. There is a demand for such an attractive concept which would, in turn, enhance the brand value of Divine Solitaires. A solitaire diamond is a serious and highinvolvement product category. Customers need to be educated about the various aspects such as product features, pricing, etc. Customers also prefer pampering and secrecy; all this resulted into coming up with the Divine Solitaires experience lounge at our partner jewellers. The response to this initiative from the partners is encouraging.