JNA Awards 2020 - Jewellery Industry Best Practices

96 JNA AWARDS • 2020 Shineshilpi Jewellers Pvt Ltd Category: Industry Innovation of the Year – Customer Engagement Country / Region: India As one of India’s respected business-to-business (B2B) suppliers of gold and platinum jewellery, Mumbai- based Shineshilpi Jewellers Pvt Ltd maintains its position by strategically expanding its product lines, adopting modern technology and rolling out new platforms to keep its customers engaged. “Creativity means everything to us. Our people love to make innovative and creative jewellery that reach various parts of India and the world,” says Pramod Mehta, Director of Shineshilpi. Testament to such passion is the popularity of its 9 Shine Collection, which is featured in the showrooms of several retailers in India. To date, the jeweller’ customer base consists of more than 3,000 retailers, from boutiques to chain stores. To keep a better pulse on its business and stay on top of market trends, the jeweller relies on a research team that tracks consumer behaviour. One trend that caught its attention is the market’s growing demand for platinum, which was previously deemed as a slow- moving metal. When younger customers began to clamour for it in 2015, Shineshilpi heeded their call. “We have been selling gold for almost four decades but platinum presented a new kind of challenge. As such, we requested Platinum Guild International (PGI) to train our team on how we can further build awareness on this precious metal,” explains Mehta. PGI also helped Shineshilpi form a designated marketing and sales team; identify key cities and states for its platinum business, and source, manufacture and package the new products. Eventually, the new offering delivered the desired results. “Today, we are one of the leading companies for platinum jewellery in India in terms of stock volume. We have also become a preferred brand for platinum 1