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.

Solitaire - - CASE STUDY -

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.

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.