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Markets across the Industries have taken a hit, while we are stuck during the lockdown imposed due to Covid-19 pandemic.Plans do not always work out as per our intentions, as we all expected the season to be full of demand and production but it is rightly said when the going gets tough, the tough gets going. Now is the time to Rethink and Reimagine your Plans as the Change is around the corner in terms of Consumer Behaviour, Shopping Priorities and Strategies. The Jewellery Sector along with a great many other sectors has come to a complete standstill.And as most of us are managing our works remotely, perhaps we could dedicate sometime to work on things that will help modernize our business and our designs so that when we emerge, we are stronger than ever. Amid the lockdown, although buying remains suspended but Gold Price is continuing to set the highest record of nearly Rs 46000 per 10 grams and is expected to continue rising. However, buying jewellery is in the DNA of Indian consumers and we are hoping that once this severity of the pandemic begins to subside, the coming wedding season later this year will bring back the demand.

Fresh trends will bring more demand for minimalistic pieces and the One Big Piece of jewellery will be enough for the wedding rather than having a number of heavy jewelleries. And we may witness the shift towards Lighter yet elegant jewellery. The consumer behaviour will surely change and the Gen Z will be looking for more diversity in the product as jewellery is an integral part of our formal ensembles. The designers should start utilising this time in working towards new lines to deal with the change. The use of subtle hues of gemstones, Unisex Jewellery like Adjustable Rings and Brooches, Mix-Match Earrings could be popular. The new designers in the Industry should not be afraid to bring Change to be competitive in the Industry. Jewellery is the happy state of mind with money in the wallet.

The traditional designers always waited for demand to come they never work for it whereas the modern designers work on their products and generate demand to grab customers. The designers need to understand the 4 C’s of Marketing principles which includes- Content, Creative, Consistent and Conscious. The content needs to be built which can meet the customers expectation post lock down along with creativity which makes your product different from others. Being Consistent is meeting your own deadlines and Conscious marketing includes awareness with the Trends. The markets need to work on Jewellery that is Pocket friendly as “lower-price-points” items are expected to fill up the customers, appetite. Andit would be beneficial for the designers to buck up well in advance, to be willing to meet challenges.