The Most Memorable Customers

My family has been in the jewellery business since 1886, but to this day our location — in a satellite town of Patna, surrounded by villages — labels us as somehow not classy, branded or exclusive. One young lady customer from Bengaluru, who visited our showroom for the first time while visiting her in-laws, had this same notion.
It was obvious as she entered that she was planning just to look over some small items. But one could see her opinion change dramatically as she took in the two-storey airconditioned space, with a whole floor dedicated to silver jewellery and another one for gold and diamond. 
Very frankly and open-heartedly, she told me, “When I saw your advertisement on the local cable network, I thought that you had downloaded jewellery designs from the Internet and were trying to cheat people by showing designer pieces. I am extremely sorry for such a preconceived notion. The range and quality of your products and designs have really impressed me."


That day itself, she bought a 50gm set of bangles. Today she is one of our most regular customers.

One of our regular customers visited our showroom to buy bridal jewellery for his daughter, an IT professional in Bengaluru. Young consumers' taste in jewellery is quite different , so rather than choosing on his own, he sent photographs of our latest pieces to his daughter via WhatsApp.
Luckily, the bride-to-be came home for a brief holiday and asked us to show her the collection. Judging by her attitude, we felt we would just be wasting our day off. But her family had been our customers for 20 years and we couldn't say no.
On Sunday the young woman came to our showroom with her family. She went through our entire collection, from jadau to minakari to Kolkata work — and was mesmerised! She ended up buying all her bridal jewellery from us. On a day that we had expected no business, we received a huge order. The bride-to-be complimented us lavishly before she left the showroom.
Technology played a crucial role in this sale. If her father hadn't sent her the photographs of our designs she wouldn't have been interested enough to visit our showroom and see our pieces. Her original impulse had been to buy "fusion" jewellery, a cross of contemporary and traditional, all on her own in the big city.
We are Punjabi, and lavish hospitality is in our blood. Even so, when I first joined the family business I found it peculiar to be serving samosas and paneer cutlets to all our customers. It wasn't long before I learned why we did this.
One of our customers used to travel to us from a town 50km away. As you know, choosing jewellery takes time. The first time I was responsible for this customer and his family, it took the group four hours to finalise their order. While they did this, I served them snacks. They just loved the experience of snacking while shopping.
This lady customer has, over the years, accompanied a number of other customers to our shop, and every time she asks for snacks. I still remember her booming question, “Bhaiyyaji, woh tasty-wale pakode nahi khilaoge kya?”
This little though heartfelt hospitality has helped us hold on to this customer and others as well. I still enjoy thinking about the power of samosas and cutlets in our marketing and relationship-building.

A local retailer was looking for a quality manufacturer to make 18k gold single line diamond bangles for a customer, in two days flat. It was the peak festive season. He scoured the city for a suitable vendor, without success. No manufacturer was willing to customise jewellery in that small amount of time, despite the premium being offered.
     Eventually the retailer found his way to us. He told us the whole story. We were happy to accept his request at market price, without any premium. We have our own retail outlet, but we took his assignment as a friendly gesture.


     We delivered the bangles on time, and at a higher level of quality than he expected. His customers were very appreciative. Ever since, this retailer has been a loyal client. Today, he gives us all his manufacturing work.