JNA Awards 2020 - Jewellery Industry Best Practices

JNA AWARDS • 2020 97 purchases,” says Mehta. Other than platinum, Shineshilpi continues to develop its handmade antique jewellery business, which has a strong following among brides. “We studied the use of lightweight raw materials and where we could source them. This helped us create pieces that looked heavier and more voluminous than their actual weight, marking a major milestone on how antique jewellery is produced nowadays,” narrates Mehta. Due to this, sales in 2019 increased by 100 to 150 kilograms in volume terms. Modern solutions Over time, the company noticed that buyers were no longer keen on travelling long distances to view and purchase jewellery. This inspired Shineshilpi to explore the digital sphere. “We planned the entire working process around our digital initiatives and developed a mobile app where our clients can place their orders without visiting our stores,” expounds Mehta. The jeweller also created a separate department that handles the photography and specific requirements of messaging platforms such as WhatsApp. “Collaborations on the technological front have enabled us to maintain a stellar online presence,” says Mehta, as he unveils plans for the launch of a video booth facility, wherein clients may book online appointments with Shineshilpi personnel for future transactions. This could bump up digital sales by 40 to 50 percent, he adds. To date, the newly established online channels have sold up to 450 to 500 kilograms of fine metals for the brand. Customer experience Along with new and improved products, and its online platforms, Shineshilpi invested in a customer support team. “We believe technology, trust and transparency are the key factors for winning the hearts of our clients, and eventually, for growing our business,” shares Mehta. In line with this, the company formed teams that nurture client relationships through monthly and even weekly calls, among others. These customer support professionals also positioned the brand as an industry authority by regularly sharing market knowledge and insights with clients. These efforts paid off in terms of returns. In the last decade, Shineshilpi saw a 159 percent increase in annual revenues and nearly a threefold increase in its customer base from around 1,200 in 2010 to about 3,000 individuals. The company was also recognised by industry organisations, including the Gems & Jewellery Trade Council of India and the India Bullion and Jewellers Association, for business excellence. 1. The KOLKATA jewellery range is characteristically intricate in terms of design 2. Antique jewellery: A perfect combination of handmade workmanship, heritage and culture 3. Pramod Mehta, Director of Shineshilpi Jewellers Pvt Ltd 4. TRIOS consists of uniquely crafted bangles in gold and other precious metals 2 3 4