Indian Jewelers Gear up for Valentine’s Day Sales

A growing number of Indian jewelers have unveiled special collections and promotional schemes to drive jewelry sales in the run up to Valentine’s Day.

Although Indian jewelry exporters have long been catering to demand for Valentine’s Day jewelry in the U.S., it is less than a decade since the jewelry trade began to look at the occasion as a potential selling season in the domestic market.

One of the most comprehensive programs this year comes from the Gitanjali Group, a DTC Sightholder. It is offering a wide variety of gifts and prizes as incentives on purchases of jewelry brands such as Asmi, Gili, Sangini, Desire, and Collection G, which are manufactured or marketed by the group. Says Gitanjali Group Chairman, Mehul Choksi, “Over the last few years, Valentine’s Day has emerged as an important gifting occasion in India, complementing sales on festivals and during the wedding season.”

The group’s D’damas has a special promotion, called the Valentine Season, running February 1 – 20. During this period, each of the company’s outlets will be decorated with special Valentine Season d?cor. In addition, customers will be offered a range of gifts and prizes. “Our aim in this season is to help consumers by offering them the best of choices, in terms of the products, exciting offers, and a memorable shopping experience,” says Choksi.

Another significant drive has been launched by Ira Diamond Jewellery from the D. Navinchandra group, also a DTC Sightholder. In a tie up with the just released Bollywood movie Salaam-e-Ishq, a film on the theme of love, it has launched the Ira Salaam-e-Ishq Diamond Jewellery collection, based on the jewelry worn by leading actresses in the film.

As an added attraction, the company has an online quiz through which consumers have the chance to win audio CDs, posters, and one mega prize, an opportunity to personally meet the stars of the film.

Orra, from the Rosy Blue group, is another diamond jewelry brand with a special Valentine collection. It consists of a neckpiece featuring a rose quartz paired with a pearl drop studded with diamonds. The pieces are sold at the company’s outlets with special Valentine packaging combined with perfume, and a fashionable clutch.

A special promotional festival has been launched by Platinum Guild International in association with M.P. Jewellers, a jewelry retailer from Kolkata. The festival showcases about 500 designs in plain platinum as well as in diamond studded platinum pieces at prices ranging from Rs 4,000 to Rs 80,000 ($91.50 - $1,813). According to media reports, last year the showroom sold 250 pieces at an average price of Rs 15,000 ($340), and this year hopes to sell more than 350 pieces.