Evolutions in Jewellery shopping
Author(s): Laxman BalaganiEvolutions in Jewellery shoppingHasina stood in astonishment as she saw the laptop screen; she suddenly stopped mopping to get a closer look of what she was seeing. As I was working my way out to punch in the...
Evolutions in Jewellery shopping
Hasina stood in astonishment as she saw the laptop screen; she
suddenly stopped mopping to get a closer look of what she was seeing. As I was
working my way out to punch in the product information of a nallapusalu
model I saw online. In a speck of a second she blurted
out, “Are you going to buy that?” I said “Yes”. I felt she somehow couldn’t
relate on how we can buy Jewellery online. But, it was way beyond Hasina’s
understanding realms. However, I tried to explain her that this is a new age
shopping and if you don’t like the product we have an option to place a return request. Though she couldn’t digest the
entire picture, she narrated how she got her own mangalsutra when she got
married and how she cherishes that moment till date.
Jewellery Shopping in the olden days
Yes, indeed we all do cherish our first mangalsutra very dearly.
It is noteworthy that current day Jewellery shopping has lost its charm in
comparison to the olden days or rather the touch and feel factor is lacking.
Secondly, in olden days there was a lot of discussion that went in, to buy
Jewellery or purchase one silver article. Thirdly, only a male head of the
family used to be the prime decision maker and he was the only one who went to
place an order or buy Jewellery. Lastly, once the Jewellery was bought, it is
assumed to keep them on a permanent basis. All the above factors have undergone
a steep transformation.
Breaking Jewellery Shopping Stereotypes
The new age Jewellery shopping has been ground breaking. Slowly,
all the stereotype practices have been challenged and put to rest as times
changed. Unlike olden days, the touch and feel factor have been replaced with
an increased trust factor from either sides i.e. both the customer and the
Jewellers and Jewellers have come up with innovative ways to reach their
customers like social media, Live video shopping, global exhibitions, through their
online portals etc. This enabled Jewellery ecommerce to sprout up in a big way.
With disintegration of large combined families into nuclear
families, with working woman in the family and other societal changes at large
the decision making is no longer solely in the hands of a male head of the
family, each family member has become autonomous in their buying decisions
leading to greater empowerment. With the advent of online Jewellery business,
there is also a trend of random buying, binge buying and occasion based
Jewellery buying which has reduced the emotional quotient attached to Jewellery
or the so called family shopping time. Jewellery shopping is no longer a
planned event, but has become a casual outing.
Another noteworthy aspect is that there is greater access to
information available to the new age Jewellery shoppers making it easy for them
to shop from anywhere with full knowledge on the product.
Example: Today if I am looking to buy bangles, a simple google
search for 22K gold bangle designs
with price would lead me to countless pages and
designs.
How Jewellers innovate?
Apart from the changing shopping norms, Jewellers have also
reinvented multiple ways in which they can reach their customers, offer them
with differentiating services and tune themselves to be customer centric. Their
services include:
Ø Live video shopping
Ø Home Viewing facility
Ø Smart buy options
Ø EMI
Ø International Shipping with
free transit insurance
Ø Personalization services like
engraving
Ø Jewellery Customization
Ø Online Jewellery buying with
various payment options
Along with customers, Jewellers even Karigars have redefined
designs as per the taste and the preferences of the millennial
population. Along with Antique Jewellery,
temple Jewellery, Pachi, Jadavu and other workmanships they have worked on
minimalist designs that are widely popular among the millennial woman. One can
say that the evolution of various trends in Jewellery shopping has equal
affects on the Jewellery industry as a whole.