Jewellers eyeing Father’s day to push sales

Just like Mother’s Day, Father’s Day seems to be turning out into another occasion of buying jewellery. More and more Indian jewellers are coming up with exciting range of men jewellery to target the men on such occasions.

After Valentine’s Day, Mother’s Day, Akshaya Tritya, it was Father’s Day that was celebrated on June 15. Though the day marked for Father’s is not as popular as Valentine’s or Mother’s Day, this occasion has managed to create a niche among other special days.

In last few years, the Indian markets have changed significantly. People are welcoming global rituals and traditions and also keen on celebrating the same. Hence, special days like Valentine’s Day, Mother’s Day, Father’s Day is gaining importance in India too. These days are increasingly becoming special for the retail market which also includes retail jewellers.

Jewellery accounts for most when it comes to gifting on such days. Hence, the jewellers eye on such event to push their jewellery sales. Need not mention, this is one of the reasons why we see a spurt of exclusive collections rolled out in this period. Major promotional activities are carried out as well with a halo of sentiments buzzing around the new collection.

This year too, many jewellers are bringing out latest collection for men in diamond, gold, silver and platinum. The product range includes cufflinks, rings, bracelets, chains, tie pins, kurta buttons etc.  Online jewellery stores too stocking up the latest collection for men with alluring offers.

Designer Varuna D Jani, known for her beguiling designs and concepts, has created exclusive collection of tie pins for men.  With studded diamonds and white gold plating, these tie pins look majestic. Not only Jani, there are many more jewellers that have launched some new collections to lure the customers.

Latest collection, ‘On the Rocks’ by Ghanasingh Be True is a collection which includes jewel for man. The range consists of exquisite, sophisticated and classy cufflinks, collar jewels and diamond buttons that will speak affluence and wealth in its very first look. The perfect use of gold and ebony black in these cufflinks suggest pure status of a prosperous and opulent man. The collection was released in June to cash on during Father’s Day. There is a good demand for men jewellery in platinum as well.

Vaishali Banerjee, Country Manager India, Platinum Guild International said, “Men’s jewellery is a nascent category and it delivered very strong figures – some retailers reported doubling their sales. Also many have shown interest in stocking heavier items in terms of jewellery and PGI is evaluating the next segment of growth for the market.” Jewellers expected healthy sales for this Father’s Day.