Media Influence On Jewelry Industry

Jewelry

Media Intervention

Till now, the general trend followed by Indian jewelry consumers was to buy from neighborhood jewelers. Besides trust, one of the other important reasons behind this practice has been the flexibility in design selection and modification being offered by these local jewelers.

However, a number of individuals are opting for branded jewelry now as a result of the opening of branded retail outlets. There are a number of factors facilitating this change in trend such as increasing awareness about the hallmarking and certification of gold and diamond jewelry, choice of designs, brand consciousness and a general increase in income.

Although the jewelry market in India is highly segmented with unorganized sector still comprising

As the century unfolded, the means of mass communication grew in number. Motion pictures came first, then came radio, subsequently followed by television and now the Internet has emerged as the major means of mass communication. We would be lying if we say that media is not an influential element in our culture. Messages spread through media have a deep impact on the society and are instrumental in creating and popularizing the accepted norms. With the advent of social media, firms can now target a wider segment of market.

Advertising in the jewelry market in India was something which was never heard about 10 years ago. Customers used to go to jewelers to whom they have been going for years and the jewelers were very satisfied as they knew their clients will always come to them. But now it doesn’t matter if you are a 5 year old company or a 75 years old company, one needs to advertise in some way to stay in the market.

The company has initially used the word of mouth medium to garner customers due to which they have been able to garner a strong customer base. But today, they have not spared the benefit of having an online website too where customers are given the choice to shop freely, exchange in case of defects and after sales service at doorstep. Customers have the option of purchasing gift cards, opening a savings scheme online, etc.

Being a pioneer in the sales of Silver jewelry, GRT started Silversmith which had many branches. But it has also created an online platform to showcase the designs of the silverware it offers. Since GRT has used its earlier strategy of communicating to customers by personal contact, it helped GRT in promoting its newer forms of approach through media. This has helped GRT to retain sales and increase it beyond the customers who visit their