During DHANTERAS which is considered as an auspicious day for purchasing jewellery, customers are seen flocking the jewellery outlets with the hope that money begets money and gold begets more gold.  Another reason for boom in sales at jewellery stores can be the approaching wedding season. These days shoppers, basically the youth prefer to buy branded stuff from renowned showrooms. So instead of purchasing ornaments from the unorganised jewellery stores, they throng the branded jewellery franchise showrooms. 

Boost in jewellery sale

The branded players in jewellery are expecting a boost in their sales prior to Diwali. Regarding the increase in sales, Govind Raj, Vice President Integrated Retail Services, Titan industries said, “There is a lot of increase in sales during the festive season as Diwali is considered an auspicious time to purchase jewellery.” He further attributed the increase in sales to the approaching wedding season that falls immediately after this. Roli Malhotra, Manager- Marketing, Retail and Customer Care, Sia Jewellery says, “The sales have definitely gone up- ever since the advent of Diwali as it signifies the start of the auspicious buying period. Sales have increased by 25 per cent since two months and we expect it to rise further in the coming months.” The jewellery items that are most popular at this time are gold and silver coins as well as earrings etc. Malhotra further informs,” People prefer light jewellery in Kundan and Rasrawa sets. Pearls also occupy space in the wardrobe which can be worn for parties, dinners and family get-togethers. Now-a-days, sale of earrings are also picking up very well.” 

Promotional Schemes

Promotional schemes to woo customers are at every branded outlet. These schemes offer alluring gifts like beautiful diyas, silver coins etc to the shoppers for purchase over a certain amount.  Raj informed, “ We have started brand advertising at a larger scale during this time and also started ‘Queen of Diamonds’ contest in which a customer can win many prizes after purchasing jewellery from us.”  

Challenges faced by franchisee

The increase in footfall at the festive season can create some problems for the new and establishing franchisees of the renowned franchise companies. Some customers may not get proper attention due to the rush and have a bad experience. This can lead to bad name of the brand as well. The franchisors at such times need to provide support to their franchisees. Raj says, “We send our experienced employees at the franchised outlets to spend some time with the franchisees and their employees and give guidance so that they do not suffer losses at such situations when there is heavy rush.” Malhotra also has similar feelings about the matter. She says, “Franchisees are an integral part in our business and we ensure that all promotional schemes also run in their stores. They are treated at par with the rest of the company owned stores, because, for a customer, a Sia store is the same everywhere.”   

Many franchisors are banking on Diwali and wedding season to boost their franchise business sales and are prepared with the latest designs, schemes and all the necessary details to attract the maximum number of customers. Hope this festive season brings fruitful consequences for all.