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Building your audience-One contact at a time – By Juhee Jain

Juhee Jain is the founder and CEO of Dibiaa, a company that provides eco-friendly branding and packaging solutions for jewellers.

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She is the author of “Unboxing Success,” a book that chronicles her entrepreneurial journey and the lessons she has learned along the way.

Juhee is a respected and influential thought leader in her field. She has over 200 regular attendees who benefit from her monthly ‘6C Blueprint’ webinars, where she shares her expertise and insights on the industry.

In my previous article I talked about the importance of regularly communicating with your target audience.

You might be thinking, “Great, but what if nobody’s listening?” Let’s be honest, talking into a void is about as exciting as watching paint dry on the wall.

But here’s the good news: building an audience is no longer reserved for big businesses and celebrities. Forget buying followers or renting email lists – the digital age has given even the smallest entrepreneur the tools to become a magnet for loyal customers.

Think back to the “olden days” – if you weren’t Amitabh Bachchan or Ratan Tata, your message had limited reach. Newspapers and radio were expensive, not always effective, and definitely out of reach for most businesses.

Enter the digital revolution! Platforms like YouTube, Instagram, and even simple email newsletters have empowered ordinary people to build massive followings. Now, I’m not saying you need to become the next social media superstar, but building an audience who trusts you enough to buy from you? That’s definitely achievable.

You can use the following digital tools and platforms to build an audience for your business:

  • Mailing list (for email marketing).
  • Company blog.
  • Social networking platforms.
  • Digital media platforms like -YouTube & Facebook

Let’s have a deeper look into the above-mentioned tools and platforms you can tap into.

Building a mailing list

Email marketing delivers impressive returns – over Rs. 32 for every rupee spent. It’s a powerhouse strategy, with 89% of businesses relying on it to generate leads. With the average person checking email 15 times daily, it’s no wonder why.

Cultivating an engaged mailing list takes time and effort, but it can become one of your most powerful digital marketing tools. With a base of opt-in subscribers who want to hear from you, you have a direct line to their inbox to deliver targeted messages when they matter most.

Tactics for list-building include capturing emails from visiting cards, encouraging sign-ups during purchases, and offering incentives like e-books in exchange for email sign-ups on your website.

It takes time – sometimes over a year – to build an effective subscriber list. But the investment pays dividends in the long run.

Company blog

Your company blog is a powerful platform. Firstly, it serves as a potent tool for increasing website traffic by providing fresh, relevant content that attracts visitors and encourages them to explore further. Additionally, a well-maintained blog enhances brand visibility by consistently showcasing your expertise. Your blog also helps you establish you as an industry authority. It attract new visitors and establishes credibility among existing visitors. Once you build traffic, it is a perfect channel for your business.

Social networking platforms

Grabbing attention with your content comes down to three key strategies: choosing the right platform, staying relevant, and being consistent.

Rather than spreading yourself thin across every social network, focus your efforts on the one or two platforms where your target audience is most active. If your research shows your customers hang out on Instagram, make that your social media home base.Once you’ve chosen a platform, stay relevant to your industry and audience. For a jewelry business, for instance, share content centered on jewelry – new trends, materials, celebrity endorsements, care tips, etc. Essentially, stick to topics your followers care about.

Finally, consistency is critical. Post on a regular schedule, whether it’s daily, a few times a week, etc. It takes time before people take notice of your content. Persistently publishing valuable material is what will ultimately grab their attention.

Digital media platforms

These are like YouTube or Instagram reels or YouTube Shorts. Among businesses that spend money on digital marketing, 85% use video. 81% marketers admit increased leads and sales through videos.

The objective here is to gain subscribers for your channel. Publish consistently. Focus on quality and not on quantity. Upload meaningful videos that are relevant to your audience.

Don’t have much time? You don’t need to focus on all the platforms at once. Focus on a single platform and be persistent. My suggestion would be, using your mailing list. It is because these are the people who have already interacted with you. For example, most of the email ids in your database would be from your existing customers or people who have already made queries. They will be more eager to listen to you.

My key point here is: Start building your audience from this very minute. Take at least one step. Every day.

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India’s Next Decade in Jewellery Exports: Scale, Discipline & Global Positioning

By Darshan Chauhan,  Director –

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Sky Gold Ltd.

India’s jewellery export journey has been built on generations of craftsmanship, entrepreneurial resilience and an unmatched manufacturing ecosystem. From artisan-led workshops to technologically advanced facilities, the country has steadily earned global recognition as a reliable sourcing destination. Yet the coming decade represents a transition. The conversation is no longer only about producing more; it is about exporting smarter, operating with discipline and positioning India as a structured global partner rather than merely a manufacturing base.

The global jewellery trade itself is undergoing a quiet transformation. International buyers today evaluate suppliers through a wider lens. Design capability and competitive pricing remain important, but equal weight is now given to compliance, transparency, delivery consistency and financial stability. Export relationships are becoming long-term strategic partnerships rather than transactional buying arrangements.

For Indian exporters, this shift presents both an opportunity and a responsibility.

One of the most significant changes ahead will be market diversification. The United States has historically driven a substantial share of India’s jewellery exports, and it will continue to remain a vital market. However, concentration in a single geography exposes businesses to currency fluctuations, economic cycles and regulatory shifts. The Middle East has emerged as a strong growth corridor, supported by trade agreements, logistical advantages and evolving consumer demand. At the same time, regions such as Australia and parts of Europe are opening opportunities for exporters willing to meet higher compliance standards.

Diversification, therefore, is not about expanding aggressively into every market. It is about building balanced exposure that enhances stability while protecting margins.

Alongside geographic expansion, compliance is becoming a defining factor in global positioning. Responsible sourcing practices, traceability systems and governance standards are increasingly shaping procurement decisions. International brands are consolidating supplier networks and partnering with exporters who demonstrate reliability beyond production capability. In this environment, compliance should not be viewed as an external obligation. It strengthens credibility and enables access to premium markets where trust carries measurable value.

Equally important is capital discipline. Jewellery exports operate within a high-value commodity framework where gold price volatility directly impacts profitability. Elevated gold prices amplify the cost of inefficiencies, whether through excess inventory, unhedged exposure or extended payment cycles. Export growth in the coming decade will depend on closer alignment between procurement, treasury management and production planning. Structured hedging practices, bullion banking relationships and disciplined working capital management will increasingly separate stable exporters from vulnerable ones.

 Manufacturing evolution will also play a central role. India already possesses scale; the next step is precision. Technology adoption, including CNC manufacturing, advanced prototyping and integrated digital production systems, enhances consistency while reducing wastage. Global buyers value predictability as much as creativity. When craftsmanship is supported by

process-driven manufacturing, India’s competitive advantage becomes far more compelling.

At the same time, India must gradually move beyond being perceived solely as a cost-competitive supplier. Countries that have successfully strengthened their global positioning have invested in design identity, innovation and long-term brand perception. Indian exporters have the opportunity to shift the narrative toward reliability, creativity and manufacturing excellence. Building deeper partnerships with international buyers, rather than focusing only on order volumes, will help achieve this transition.

Sustainability is emerging as another critical dimension of export strategy. Renewable energy adoption, responsible sourcing and environmental accountability are becoming key evaluation criteria in developed markets. These initiatives are not merely ethical considerations; they are risk-management tools that safeguard long-term market access. Exporters who align early with global sustainability expectations will find themselves better positioned as international standards continue to evolve.

Domestic retail trends are also influencing export direction more than before. The growing demand for lightweight, versatile jewellery in India mirrors changing consumer preferences globally. Faster design cycles and data-led product planning are reshaping manufacturing strategies. Exporters who remain closely connected to consumer behaviour both domestically and internationally gain stronger foresight into demand patterns.

The next decade of Indian jewellery exports will therefore be defined by alignment: scale supported by systems, creativity supported by discipline and growth supported by governance. India already has the foundation, skilled artisans, manufacturing depth and strong global relationships. The opportunity now lies in strengthening operational maturity.

If approached with clarity and intention, India can transition from being viewed primarily as the world’s jewellery workshop to being recognised as a trusted global partner in design, manufacturing and supply chain excellence. The future of exports will not depend solely on how much we produce, but on how confidently global markets rely on us.

In that shift lies the true potential of India’s next decade in jewellery exports.

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JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.

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