Redefining local engagement in Dubai’s jewellery scene

Viren Jagda, a young entrepreneur with a background in business management, is revolutionising strategies to attract customers during Dubai’s off-season at the 60-year-old Tulsidas Harilal Jewellers in Dubai Gold Souk. His innovative approach has resulted in a 10-15 per cent increase in sales during that period and improved the local-to-tourist customer ratio from 15:85 to 25:75 in just over a year

TRIGGER

The jewellery market in Dubai thrives between September and March due to the influx of tourists. However, during the lean months from April to August, Viren Jagda identified an opportunity to maintain business by capturing the local consumer market. Instead of solely relying on in-store visits and traditional marketing, Jagda aimed to establish Tulsidas Harilal Jewellers as a prominent local player by directly reaching out to potential customers.

EXECUTION

To tap into the local market, Tulsidas Harilal Jewellers implemented several strategies. The sales team strategically attended various events frequented by high-net-worth individuals (HNIs) and top businessmen in Dubai, including exhibitions, social gatherings, business summits, and conferences, regardless of their direct connection to the jewellery industry. At these events, they introduced the brand, established relationships, and invited attendees to visit the store. Recognising Dubai’s cross-cultural population, the team also focused on high-society clubs and elite gatherings attended by affluent women from various ethnic backgrounds, including Arabs, Europeans (especially Russians), Indians, and Africans. These women were introduced to the brand’s exquisite collections and warmly invited to visit the store. After initial contact, the team maintained communication with potential clients through WhatsApp, sharing photos and videos of their jewellery collections and pricing information. The brand updated its inventory to include collections blending contemporary and traditional designs from various cultures, offering both 18k and 22k gold options to cater to different preferences. This diverse range includes contemporary Arab designs, European styles, Indian jewellery, and unique pieces like African-inspired heavy bolted hollow jewellery.
Looking ahead, Tulsidas Harilal Jewellers plans to host their own exhibitions, events, and high-profile parties to further strengthen its presence in the local market. Organising in-store events to draw more customers directly to the store is also on their vision board.

RESULTS

Tulsidas Harilal Jewellers’ proactive approach has yielded significant results. Within a short span of six months, the company achieved a 15 per cent increase in sales. The customer base has notably diversified, with the local-to-tourist ratio shifting from 15:85 to 25:75. The brand has expanded its reach, attracting a significant number of high-net-worth individuals. Initial customers who began with modest purchases have returned for higher-value transactions, becoming regular clients. Over 10 instances of such customer retention in recent months underscore the increasing significance of the local market.

As told to Pratyasha Kumari