The Customer Experience Company

JewelleryConversations

Syamant Sandhir

Contemporary Jewellery Customer decoded

• 1. Is wearing jewellery as self expression / statement of taste / lifestyle

• 2. Invariably looking for handmade / artisanal / often customised piece

• 3. Is usually very informed / has a fairly trained eye which comes from long familiarity with fine products / has distilled taste / very aware of breakup between product and design value. And significantly is ready to pay the price difference if the product appeals to her.

• 4. Hazards the big ticket purchase only in comfort zones where

• - knows the jeweller

• - trusts an impeccable introduction / introducer

• is assured of clearly stated return / resale / exchange / policy

• - Internationally certifiable quality2

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Most women we interviewed loved talking about jewellery They have a lot of pride in the unique stuff they own.

Women in Indian Metros

Have Money, Will Buy!

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• Today jewellery for women, is like watches and cars for men.

• With an additional bonus, however! • • Unlike watches and cars it does not depreciate

in value over time.

The hook is: Design

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• The jewellery shopper is definitely more discerning—she’s looking for new, fresh designs and not just brand names

Defining GOOD design

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• Singularity

• Artisanal quality

• Statement pieces

• One offs

• Customised to personal taste

• Rare

• Traditional sans ‘ethnicity ‘ quotient

International jewellery brands considered unjustifiably expensive

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Swadeshi Rules

Why Swadeshi?

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• Swadeshi rules, because Indian customers find international luxury jewellery prices opaque / unjustifiable.

• Swadeshi is an enduring market.

• Indian genius for original / replicated / adapted design has diehard votaries.

Wearables - NOT locker jewellery

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• Customers are wary of wearing very expensive jewellery for security reasons. For everyday wear, they want wearable jewellery that is stylish but not too OTT.

• In short, “Jewellery For All Seasons”

Bazaar meets Boutique!

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• The affluent customer is much more willing to mix high and low these days

Beauty is not certifiable!

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• People are willing to pay for design more than ever before.

Value appreciation

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• While the buying decisions hinge on design, product appreciation is increasingly factored into the final purchase.

• Willing to scale down quality expectations if beauty and budget specifications are met

A great in store experience is

considered essentialShoppers don’t buy just because they love the

merchandise, they buy also because the exper ience touches them personal ly and

emot ional ly !

Occasions that warrant a purchase

WORK

• Weddings, Engagements

• Social Engagements

• Mundan

• Birthday gifts

• Anniversaries

FAMILY FUNCTIONS SOCIAL OCCASIONS

• Everyday work

• Office Presentations

• Conferences

• Client Meetings

• Travelling

• Gifts

• Hanging out with friends - movies, IPL, coffee, college,

• Date

• Clubbing

• Dinners

• Other special occasions - awards, shows, special events

Futurescape, Delhi

Level 4, Rectangle 1, Commercial Complex D4Saket, Behind Sheraton, DelhiNew Delhi – 110017, INDIA

Futurescape, Mumbai

Level 2, Raheja Centre Point 294 CST RoadNear Mumbai UniversityOff Bandra–Kurla Complex, Santacruz (E)Mumbai – 400098, INDIA

Telephone: +91 9910201783

+91 (11) 6654 4196

Email: innovate@futurescape.in

Web: www.futurescape.in

Twitter: @futurescape