Silver jewelry wholesale
Gold, Diamonds, gemstones and jewellery have been valued and treasured For so long in human history that it is understandable that we tend to think That its value is intrinsic and self generated. That consumers will want the product no matter what. Nothing could be further from the truth. The world?s gem and jewellery industry is built on a foundation of illusion. On value ascribed to it by consumers who want to own jewellery because they think it makes them feel special, sends out a statement to the world, enhances beauty and is a repository of wealth among others. Societal mores made a woman feel that she somehow lacked something if she did not Possess at least some jewellery. Not any more.
Today?s woman doesn?t necessarily need something tangible like jewellery to make her feel special, she is also concerned with sending out other messages to the world like her concern for ethical, humanitarian and ecological issues. She considers a variety of other products as much an aid to enhancing beauty if not more and finally, she has access to a variety of sophisticated instruments to take care of her need to invest and build wealth. Jewellery has to fight to remain special in people?s minds. It is suddenly neck deep in Competition in a luxury market crowed with new and exciting products. It Has to make its allure felt over all these. It has to have a value proposition that will capture the hearts and minds of consumers. Even in markets like India, where tradition and religious belief drove the market all these years are suddenly under threat. And the jewellery industry itself hasn?t clearly understood this. Its response to lackluster demand and poor market showing has, many a time, only compounded the problem further.
The India?s Combination Key
For a few thousand years there wasn,t any need to do anything at all. The Indian jewellery market was a safe haven of tradition and design that never changed. Economic liberalization, the deep impact of satellite television and an effective DeBeers consumer campaign quite suddenly changed all that. The Indian mass-market consumer began buying jewellery for emotional reasons in addition to the traditional, religious and social ones. The safe, unchanging Indian jewellery market had changed with breathtaking speed and retailers and manufacturers scrambled to cater to it. But the big question that faced them was- what should they do? What kinds of jewellery should they make? How should they sell it ? What price points should they slot the new offering at? Brand new questions for what was literally a brand new
SUDDEN CHANGE & SURVIVAL You can't dictate the pace of change. Slow, even-paced and with plenty of warning is how most of us like it. So that there's plenty of time to adapt and spot new opportunities. But survival is usually dependent on one's ability to cope with sudden change. For the jewellery manufacturing and retailing industry; change has been breathtakingly sudden. Remarkably, many have shown pretty good survival qualities.
But for as many as have made the switch and embraced the change, there are possibly an equal number who are confused by the new order and don?t know which way to go. They need to look and see and hear from others in the industry about what is happening and what they should do. The International Jewellery Shows are just what the doctor ordered for this. Over the last few years, the shows has become the primary platform for the jewellery production industry to network with retailers, enabling both to cope with the sudden changes that have overturned thousands of years of tradition and have ushered in the new world of fashion trends, contemporary design and branding.
compartmentalization
Networking is vital in a domestic industry that has suddenly started becoming compartmentalized. The cozy world of yesterday, where the neighbourhood jeweller was a combination manufacturer and retailer, is fast giving way to specialist manufacturers and retailers. Not every great jewellery manufacturer is necessarily a good retailer and vice versa.
Retailers need to spend all their time and energy in winning customers? hearts and maintaining relationships and providing services that will ensure the customer in retained. There isn?t enough time to acquire gold and precious stones of the right quality at the right price, manufacture or oversee the manufacture of the jewellery with all the necessary quality control and ensure delivery to the customer on schedule. And more and more customers want to look at an already finished product they can walk out with as soon as they enter a retailer?s shop.
Specialist B2B manufacturers are increasingly taking on this job, integrating to the point where in many cases they function seamlessly as the retailer?s back end. And the fact that a retailer can avail of the services of more than one manufacturer enables him to generate a depth of product design that he could not have generated on his own.
Given the diversity of the Indian market and the variety of style and demand trends, there is no way a manufacturer could get an idea of what consumers want and what is selling in various parts of the country except at a trade shows that brings together manufacturers and buyers from all over. In short, a show like the IIJS( The India International Jewellery show) ab1es a concerted industry-wide effort in response to problems and changes. The IIJS is, apart from everything else, a survival tool in today?s world of rapid change.
IIJS( The India International Jewellery show)
India is such a large and diversified market that even the experts at both manufacturing and retail ends are sometimes stymied by the demands of design and product development.The India International Jewellery show has become increasingly popular as the networking hub to which retailers from all over India flock in search of the right conneetion with a B2B manufacturer who will inevitably be exhibiting at the show.
At the IIJS, one can find hundred?s of companies with different styles, abilities and talent. If you were to tour the country city by city, you couldn?t hope to meet more than four or five retailers in each place. Thousands come to the IIJS and it is much easier to establish new contacts and attract buyers. Secondly it helps when a manufacturer moves out of his territory and observes what other?s have on offer. It is a great place to pick up tips in manufacturing, presentation and the use of new and innovative techniques
it?s said there?s a big difference between you knocking at someone?s door and someone coming knocking at your door. At a trade fair, buyers approach the suppliers and
hence there?s a greater chance of sales and relationships being form.
Though the business works purely on word of mouth, the IIJS has heIped in widening create new collections for the show every year and the recognition of the Solitaire Awards has boosted image even further. Earlier we used to travel to cities to source business and network with suppliers. Participation at the IIJS has cut down travelling time drastically and now we meet all our clients at one place.
Net has always been the main focus of the fair and it helps to discover newer players in the industry. It is also interesting to see trends at the fair. While the south market is extremely conservative and sober one finds the younger generation buying vibrant stone jewellery Thus participation is always a learning experience.
Over the last three years all important retailers from all over the country have made it a point to visit the IIJS and where in previous years the lower to middle level staff walked in, today it is the top brass who come in to network and interact with suppliers B2B networks have sprung up from it.
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