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How seasonal discounts are  decisive factors in increasing Jewellery sales

By Shivaram A

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Festivals and auspicious occasions are intricately woven into the tapestry of Indian culture and the Indian jewellery trade. Every second month comes up a festival or auspicious occasion and with it comes a downpour of discounts and deals. The Indian customer is ready to lap up the discount offers like milk and honey! So, like other retail businesses, the jewellery retail industry too, depends on seasonal offers and discounts to increase the sales.

Why do seasonal discounts and offers matter?

● The Indian calendar is dotted with festivals and occasions every month. Such festivities are normally associated with jewellery purchase to augur good fortune to the family. To attract customers, offering special festival discounts have become the norm.

● During festivals like Diwali or Pongal, the government employees get their bonus which is a bulk amount used often for investment in gold. To lure the customers to invest heavily in gold purchase, higher discounts are offered.

● Certain auspicious days like Dhanteras or Akshaya Tritiya are specifically linked with gold purchase as families buy gold on these days and worship God with gold coins.

● Occasions like Valentine’s Day, Father’s Day and Mother’s Day are being highlighted recently to push sales further with special offers.

● Certain festivals like Varalakshmi Pooja, Karva Chauth or Vijayadashami have become occasions for women to buy new jewellery. With gold being such a high-priced commodity, frequent purchases are not easy for an average customer. Thus, the only option for a retailer is to offer such discounts and offers during festivals to boost sales.

How to boost jewellery sales using seasonal discounts and offers

  • Read your customers Assess the footfall of customers during festive seasons. This

may vary from one shop to another shop in another location depending onthe type of customers you cater to- For example. middleclass customers find it convenient to purchase gold during Diwali, New Year or Akshaya Tritiya. For theaffluent, every day is an occasion.

● The locality your store is in- If your store is located in a North Indian niche, you can expect customers during Dhanteras. In a South Indian locality, Akshaya Tritiya, Onam, Uganda, Pongal, Diwali or Dussehra are the best for buying gold. In a Muslim dominated area, sales are bound to shoot only during weddings. Christians normally purchase gold for their engagements and weddings or during Christmas. Make a list of the days or occasions where you had maximum sales. Some festivals may attract crowds to your store but how many actually bought and why? Analyse.

How seasonal discounts are decisive factors in increasing Jewellery sales

1. Offer a seasonal discount only if it is worth it.

During a festival, every jeweller in town is offering a discount and the competition is intense. Do not just join the competition blindly and offer heavy discounts. Instead, evaluate whether giving a discount of this size has worked for you earlier. If not, you can test-market by offering this discount moderately for a few days and judge the outcome. Offer a seasonal discount only if you think it is worth the trouble. or if you are desperate to liquidate stock.

2. Be different in your discounts

10% off on making charges, zero wastage- all this has become common phrases during festive time. Try something different.

● Tanishq offered a 20% discount on making charges with an additional 5% with State Bank debit and credit cards

● GRT offered silver items free for the weight of gold etc.

● PC Jewellers has cleverly coined its discount deal as “20% off on diamond jewellery” and “20% off on making charges of gold jewellery”. Here the 20% looms large and draws the customer to the store.

● Durga Jewellers of Bangalore goes a step further with its ‘Buy 1, get 2 ” offer on Solitaire jewellery.

3. Make an impact with the discount offer

Evolve print or social media campaigns based on this discountoffer and spread the word around. Intimate your customers of this offer by email, SMS, voice call, WhatsApp or FB messages. Make sure that your discounts make an impact on the customer and draw her to your store. Kamdhenu Jewellers of Chennai has marketed this ad across Facebook and received good response.

4. Special discounts as a mark of loyalty or regular purchase.

Discount depends on your discretion. Turn it into a favourable asset. Yes, it is possible if you offer discounts to

● Loyal customers who have been purchasing jewellery from you for ages, from generation to generation.

● Customers who have brought in many referrals through friends and relatives.

● Frequent shoppers who make small but regular purchases. This not only enhances your customer loyalty but also assures of more purchases in the future years.

The How, When and Why of discounts

It is not just the discount that matters. It is the How, When and Why that matter.

1. How– How do you present your discount? A 20% off on diamond jewellery sounds lame but a Celerio car or an LCD TV sounds huge. The price of both may be equal but, to the customer, yes, the physical representation as a car has great bearing like in this ad.

2. When -When to offer the discount? Offer discounts when your competitors are not even close. Make a difference in the timing of the discount to render it exclusive.

3. Why –Why are you offering the discount? Convey the reason for the discount to the customer- as a

● Festive gift

● Profit-sharing measure

● Mark of the customer’s loyalty.

This will increase the respect and trust among your regular customers. Dishing out discounts, anyone can do. But offering well thought out discounts is the key to successful jewellery retailing.

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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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