STATE OF THE GOLD JEWELLERY INDUSTRY: INNOVATIVE MARKETING CONCEPTS TO ATTRACT CUSTOMERS

The J2O Young Jewellers Summit 2025, which also marked the 7th Retail Jeweller Gold Forum was held at the 15th Gujarat Gold Jewellery Show (GGJS), spotlighting the next generation of industry leaders.

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GGJS is one of the key jewellery trade platforms in the country, dedicated to supporting and growing the jewellery business in Gujarat.

The panel on 'State of the gold jewellery industry: innovative marketing concepts to attract customers' was moderated by Samit Bhatta, Founder and Publisher, The Retail Jeweller, who steered the debate on how jewellers can sustain demand for gold jewellery amid soaring prices and intensifying competition.

For most retailers, the starting point of innovation has been addressing customer fear of rising gold prices.

DC Jewellers' Gaurav Kataria said their ad campaign over the last six months has directly acknowledged this anxiety with the line,

Khandelwal Jewellers' Harshal Khandelwal explained how they reshaped their monthly investment scheme into an 11-month plan that averages out the rate. If the average is higher than the market price at redemption, customers can still buy at the lower rate.

Satyam Jewels' Siddharth Bajaj took the thought further, announcing a new app that allows customers to invest in gold from as little as Rs 100, whether daily, weekly, or monthly, empowering youth and middle-class and lower middle class buyers to build gold savings at their own pace.