Inter-relatedness of Online marketing and Advertising in the Gems and Jewellery Industry.

Advertising has been the main mode of information for many jewellers for many decades before the advent of
technology. Many luxury brands relied on advertising through newspapers, magazines, banners, television,
word–of–mouth and the world of cinema for advertising their luxury products. Models wear jewellery created
by designers on catwalks, in TV adverts and in cinemas to promote luxury brands.

Luxury brands roped in famous actors and actresses for their advertisements to wear their designs and promote
their company to achieve sales and generate profit. Advertising helped to raise awareness of the brand to the
target audience which they may be unfamiliar with. It educated them on their products.

“The main objective of advertising is to get the word out that you have something exciting to offer”, says
George Felton, an author of “Advertising: Concept and Copy.”

An advertising campaign during festivals like Akshaya Trithiya, Diwali, Gudi Padwa, Dhanteras is an essential
reminder to consumers of the existence of the company. Repeated advertisement make brands’ presence in the
market very strong and increases their trustworthiness.

Kalyan Jewellers is a very strong example of brand identity to the consumers in the market. After its IPO,
Kalyan Jewellers launched an extensive advertising campaign on attributes of sound buying. Kalyan Jewellers
was once only known in South India, the advertisements increased the footfall and brand visibility in Pan- India.

The advent of technology changed the way the world works. Advertisements changed to creations of websites
where one can visit it and place an order and the goods are delivered at your doorstep. Creating the brands’
website was one of the major changes brought about in the gems and jewellery trade at the advent of technology
in 2000.

The last decade saw a major shift in the way a consumer buys gems and jewellery in the market. Social Media
marketing platforms like Facebook, WhatsApp and Instagram emerged in the last decade and pushed products
online. Google aided in pushing the sales to buy using keywords in the searches. Designers created their
accounts on Facebook and Instagram to sell their jewellery designs and finished products online.

Advertisements had to go through a huge shift in the last few years due to an increasing preference for subtle
marketing. Advertisements that simply talk about the brand and its offers have been receiving a ‘swipe left’ by
most of the customers. Instead, brands that partner with popular and relevant influencers have been receiving
great attention by allowing consumers to look at the ethics and purpose of the brand.

Top jewellery brands linked up on social media with celebrities and influencers to wear their products, upload
them on their page and tag the jeweller. This mode of marketing created a new space for young buyers. Indian
women searched through social media handles for inspiration and they received specially curated goods and
services.

The India Influence report found that 86% of the most viewed beauty videos on YouTube were made by
influencers and as a result, 62% of the existing advertisers planned to increase their influencer budgets. Top
retail brands are allocating huge budgets to promote their brand image and sales.

A study from Google showed that 70% of teenagers subscribe to YouTube channels and see celebrities as they
are more relatable than traditional celebrities. This is also where they decide if your product is worth buying or
not. They trust the Influencers more than the companies.

The rise of smartphone users has also contributed to the way a consumer purchases. A quick scroll and
consumers to know about brands, reviews, and new products, compare prices and make an informed purchase.
The trends of brands are searched online and this influences the consumer’s choice in buying before the trend
fizzles out.

COVID – 19 pandemic created a permanent shift in the way people shopped. It became a safety concern for
consumers to try the jewellery physically. With safe and efficient ways brands started creating online platforms
to reach out to consumers. The COVID-19 period was effective in generating sales for the gems and jewellery
industry through the online platform.

“Coming out of the pandemic, we know that customers are looking for real connectivity when it comes to
brands and products,” she said. “The days of celebrity endorsements are behind us, as micro and nano
influencers evolve into becoming key opinion customers.” – Glossy, Alison Bringé, CMO of Launchmetrics
Even before the COVID – 19 the rise of the Gen Z shopping population created a trend for online shopping. Gen
Z accounted for 40% of sales as global shoppers. They are the latest to enter the workforce and have strong
purchasing power. They value personalised products and are often drawn to brands that share their viewpoints.
60% of Gen Z use social media platforms to shop.

The eMarketer forecast that social media commerce will rise from $34.8 billion to $36.09 billion in the year to
come.

Marketing trends forecasted for 2023 are:

• Advertising with a purpose.
• Privacy and Peace of mind
• It’s a Zen Z world
• Augmented real experience
• Live streaming videos

Author:-
Charmi Soni Shroff – CHRO
Being a part of the Gems & Jewellery industry for the last 15 years I garnered insights into gems, diamonds and jewellery. I have authored a handbook on casting techniques and various blogs on various methods of healing and meditation with gemstones. Presently working with IIG Mumbai as a writer, author, external spokesperson and PR representative.