Since Swa Diamonds began their journey during the pandemic, there were many obstacles to overcome. However, these crisis situations were managed successfully and there are now over two hundred Swa diamond outlets. Everybody is amazed at Swa diamonds' successful journey, and they wonder how it could have been achieved within three years?
There wasn’t any secret behind this success, Swa diamonds is not a sudden initiative by the team, SWA Diamonds concept comes from CAPESTONE Ventures Pvt Ltd, an established player in the wholesale diamond jeweller market that does business with leading retail jewellers. Certain factors prevent retail jewellers who deal only in gold jewellery from adding diamond jewellery to their stock. They face difficulties buying and selling diamond jewellery because they lack knowledge and experience when it comes to quality checking diamonds. Other reasons given by retailers who are capable of trading diamond jewellery include terms and conditions of buy back, understanding how to use packing materials that are different from those used for gold ornaments, and repairing diamond jewellery.
Hence in 2019 November, the Swa Diamond brand officially launched, Swa Diamonds have a powerful and transparent mission, that is SWA Diamond believes every woman desires a diamond and takes it as a privilege to give the best quality diamond at an affordable price range so that they get what they aspire for. The company's efforts are to make it available through exclusive SWA outlets in tier one cities and SWA shop in shop outlets in tier two and tier three cities of India so that diamonds reach the women in rural India too.
In the beginning, there were some outlets that sold Swa diamonds because some jewellery already dealt with Capestone, so jewelleries had faith in the dealership. As a result of the quality products, variety of collections, minimal design and price, and good customer service, the number of outlets and dealerships is increasing day by day. Around two hundred outlets have been opened throughout south India, which is why Swa diamonds became the best diamond wholesale Dealer in the region.
For more dealerships to open experience centers in every district in their state so jewellers can observe the quality of the product and service of Swa Diamonds.
The quality of products and services of Swa diamonds differs from those of others because of their uniqueness. Swa offers the Following support Areas for their Dealers:
Operational Support
Swa Diamonds have a competent team of experienced retail operation managers, who will visit your outlets to give you ideas on how to improve your retail operation. when you are faced with budget deviation or staff issues then Swa Team member is ready to assist you in creating staff plans and budgets. Swa Diamonds have a retail management guide that provides a detailed guide to running a Swa concept store.
Visual Merchandising
In the store opening process, Swa Diamonds visual merchandisers will help you set up the store, so the products look as appealing as possible. athe visual merchandisers will visit your store on a regular basis to help you present the products and the store in the best way possible in order to boost sales also develops extensive visual guidelines to support each product campaign (e.g. Valentines, Akshaya Tritiya etc.) and other in-store activities.
Training
The Swa training concept offers a wide range of training tools and modules designed to ensure an effective approach in our stores. This way, all Swa representatives are always well equipped to help our customers and provide the best possible service while increasing the conversion rate; call it the Swa way of selling. Swa want to deliver outstanding customer service provided by people who share a passion for SWA, loyalty and belief in Swa’s brand values.
Mystery Shopping
To improve customer service in our stores, we offer mystery shopping to evaluate the service provided in the stores. Mystery shoppers visit all SWA concept stores and shop-in-shops twice a year. This is not done to control how our franchisees run their stores. On the contrary, we do this to motivate staff to give outstanding service and to continuously improve their skills and define areas of improvement in each store.
Knowledge Sharing
To provide Swa franchisees with up-todate information about Swa, product developments, trends and retailing, we arrange meetings and conferences where you can meet your colleagues. Here, we also often celebrate the best performing store managers and share best practices.
POS materials and Uniforms
We develop window displays, props, in-store materials (e.g. shelf talkers, logos, busts, pillows, and presentation trays) and packaging (e.g. branded bags, boxes and cloths) to ensure that our customers get a holistic experience when shopping in our stores. We have also developed a selection of “gift with purchase” (GWP) products, which can be offered to customers within certain circumstances in the store. The materials range from pens and umbrellas to large jewellery boxes.
Rather than walk-in shop sales, Swa also promotes online sales. Customers who wish to purchase Swa products online will have to select any of our franchise stores listed in the website for the product delivery. The Swa club is an online VIP area for our most dedicated customers. The Swa club helps you as store owner to retain your customers by offering them a Swa club membership. Through a free club membership, customers get information from Swa on a regular basis
Marketing Materials
Marketing at Swa is all about creating awareness, building brand equity, influencing sales and obtaining loyalty by defining and understanding our target consumer and their consumption habits and motivation. Based on this knowledge we develop marketing vehicles and communication channels encompassing all consumer touch points via:
• Marketing campaigns
• Digital communication
• CRM
• In-store material
• PR campaigns
The above is tailor-made to cater to customer needs and thus benefit your sales. In short, at Swa, we go to great lengths in our marketing support to our franchisees. Swa has created an organization with diverse competencies, that enable us to provide first-class support to our franchisees. Swa Diamonds plan to have a dealership network of 1000 stores across India by 2023.
