How to play the ‘Love’ card?
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Saturday,February 09 2019 [ Issue 2 February/ 2019 ]
How to play the ‘Love’ card?
It is that time of the year – red hearts and roses are ubiquitous! Love is in the air. But as jewellers, we need to think beyond the clichés. If you think about it, Valentine’s Day kind of marks the beginning of the whole gift giving shindig. First things first, people are also done with clichés, especially the younger folks. Consumers are not ignorant anymore – they have realized the consumerism that is entrenched in this Hallmark invented holiday. But don’t sweat yet, there is more than one evidence to prove that people still splurge. There is a lot of scope for jewellers to use ‘love’ as a powerful emotion, create experiences, and get personal!

Think of the pieces you can curate for Valentine’s Day – perhaps this is an opportune time for you to bring back those carat sizes that otherwise are not fast moving or those metals that are not very popular during other times. Think of creating campaigns that are edgy –why must love always be a romantic thing? Friends can gift friends, daughters can gift mothers and with the rise in self-purchase, self love and self gifting are also emerging trends in our business. Whatever the case may be, with the connotation of Valentine’s Day broadening, your customer base is broadening, and here’s your chance to strike gold!

 
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