Following the example of aggressive marketing of luxury goods, Dubai Gold and Jewellery Group representatives feel that in order to compete in the international market, new and modern methods need to be adopted for marketing of jewellery.
General Manager of the Dubai Gold and Jewellery Group K. P. Baiju told Khaleej Times, "Though the sale of gold is good here, we need to be more aggressive.
"The fact that the diamond market is growing cannot be ignored. In general, we need to market jewellery in a better way. We are not using the latest techniques when it comes to marketing jewellery.
"The retail environment for jewellery is not very exciting for the people," he pointed out.
"We need to change this scenario. Other luxury goods are marketed through modern methods and they attract a lot of consumers. This plan of opening up retail stores can be said to be the first move in this direction."
According to the group's representatives, the retail stores would come up in many places and serve as an umbrella for the various jewellery groups.
"The concept is to put together different groups under one roof. This would be beneficial for the jewellery industry. We want to target the consumers in a better way. People can come to these stores and get the feel of all kinds of jewellery of different brands. This would change the outlook of the consumers towards jewellery," he said.
Talking of market trends, they said people buy jewellery which they could relate to.
"The other luxury items, which include electronics etc, are marketed in a far better way than jewellery at the moment. The pilot stores would equip us to compete with them," added the officials.They said the group has tied up with some like-minded organisations and talks are on to determine the locations and the number of retail stores to be opened in Dubai and India.
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