Four Jewellery Brands Showcase How They Redeemed Their Sales Post-pandemic in This Wedding Season

Industry Watch | November 27, 2020 | Feature

Caratlane BlueStone Candere Melorra

The wedding industry is one of the largest and Indian weddings are one of the grandest events in the world. But during the pandemic, the wedding industry literally came to a halt with sales of jewellery and other wedding collaterals adversely impacted, as people began to focus on everyday survival. Now, with the wedding season just around the corner, business looks to be on the road to revival. Some popular jewellery brands are in fact gearing up to redeem their sales and offering customers best-in-class products with discounts, to woo them back.

Here are four jewellery brands that show how they are redeeming sales this wedding season:

‘Try at Home’ offer by Caratlane

Caratlane, a Tanishq partnership, has introduced a 50% waiver on making charges for over 2000+ designs of jewellery. To enhance safety and convenience for customers, the brand is also offering a ‘Try at Home’ feature where customers can try out jewellery at home before making a purchase. All they need to do is pick their favourite designs and book an appointment, and Caratlane’s staff will be at their doorstep with the jewellery they wish to try.

Bluestone’s wedding season waiver

For the upcoming wedding season, Bluestone has introduced up to 30% waiver on diamond prices, along with various other jewellery collections including Celestial, Mangalam, Impressions and Florence. Further, the jewellery brand is also offering a ‘Gold Mine 10+1’ monthly instalment plan for its customers.

Candere extends ‘Muhurat@Home’ campaign

Jewellery brand Candere has extended the Kalyan Jewellers’ Muhrat@Home online campaign. Besides being able to order jewellery from the comfort of their homes and get it delivered to their desired location, customers can also avail a 55% discount on the making charges on the entire Muhurat collection.

Melorra has mega discount on making charges

Melorra has ramped up its festive and wedding season offers with a flat 100% discount on the making charges of diamond jewellery and a 70% discount on the making charges of gold jewellery. With 30-day easy returns, a lifetime validity for exchange, and a 5% offer on pre-paid orders, Melorra is ensuring that customers can have optimum convenience and safety, making for a delightful experience.


Four jewellery brands – Caratlane, Bluestone, Candere and Melorra – present a case study of how they are redeeming sales in the current situation.

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