Don't bore your customers with the same old designs!

Not all designs resonate with customers -- retailers have to come out with strategies to create more innovative and engaging designs that appeal to their target audience, says Priyanka Talreja Garegrat

- Priyanka Talreja Garegrat

As consumer preferences evolve, jewellery designs also need to keep pace with changing tastes. Some pieces do not resonate with buyers any more. Retailers have to take that into account and come up with strategies to deal with consumer fatigue.

Neerav Challa, Head of Merchandising and Supply Chain Management at PMJ Gems and Jewels, Hyderabad, notes that customers have shifted away from excessive designs in recent years. “They don’t want excess metal or any other raw material. The buyers are moving toward what’s light and affordable. People are not going for big diamonds now. They are fine with minus 2 size diamonds too. Customers today are looking for value for money over bulk,” he says.

“Different is in” has become the new mantra for many products these days, but this is not true of jewellery. Snehal Choksey from Shobha Shringar Jewellers, Mumbai, says his customers are sticking to classic designs. “Customers are not looking for something very abstract or couture. These pieces are good to see, but no one wants to buy these products. Customers want to stay with the classics and go with the basics,” he says.

Adds Akshay Verma of Verma Jewellers, Solan, “These days, customers seek simplicity. They want elegant pieces that have the right mix of elements. Customers are looking for designs that can be used repeatedly, with some variations.”

So, are customers looking for just plain gold pieces? Sunita Agarwal from Kamna Jewellers, Bulandshahr, says, “They don’t want yellow gold jewellery which is commonly seen. The urban consumer has an eye out for more fashionable and smart pieces that offer a mix of precious gems, diamonds, and colours of gold.” Agarwal emphasises the importance of offering unique and fashionable pieces that are not commonly available elsewhere.