📘 Module 1: Business & Marketing Core – Lecture Series
🔹 Lecture 1: Introduction to Business Models in Jewelry Retail
Types: Family-run vs. corporate chains vs. designer boutiques
Revenue models: Retail markup, made-to-order, online D2C
Case Study: Tanishq vs. Malabar vs. Blue Nile
Assignment: Map out the business model canvas for a local jewelry brand.
🔹 Lecture 2: Fundamentals of Marketing Strategy
The 4Ps applied to jewelry (Product, Price, Place, Promotion)
Value proposition in emotional/luxury products
Seasonal & occasion-based marketing (weddings, festivals)
Activity: Create a sample marketing mix for a bridal jewelry collection.
🔹 Lecture 3: Consumer Behavior in Luxury & Jewelry
Motivation: Aspiration, investment, heritage
High-involvement purchases: Risk, trust, personalization
Buyer personas: Bridal, gifting, millennials, NRIs
Mini-Project: Develop 3 buyer personas for your target market.
🔹 Lecture 4: Branding & Positioning in Jewelry Retail
Differentiation through storytelling, craftsmanship, heritage
Brand equity in luxury: Trust, exclusivity, emotion
Positioning Map: Mass-market to ultra-luxury
Exercise: Position 5 jewelry brands on a perceptual map (Price vs. Prestige).
🔹 Lecture 5: Market Research & Competitive Intelligence
How to conduct surveys, store audits, and digital scans
Identifying trends in gemstones, metal preferences, pricing
Competitive benchmarking (local & international)
Toolkit: Google Trends, Instagram insights, in-store observation templates
🔹 Lecture 6: Sales Strategy & CRM in Jewelry
Role of store experience & relationship management
Upselling & cross-selling in bridal/family buying cycles
CRM tools and customer lifetime value (CLV)
Roleplay: Conduct a sales pitch for a high-ticket diamond necklace.
🔹 Lecture 7: Digital Marketing Essentials
SEO, Social Media (Instagram, WhatsApp), Influencer tie-ups
Content strategies for luxury (videos, stories, UGC)
Website UX + online try-on innovations
Challenge: Build a sample jewelry brand’s Instagram strategy.
🔹 Lecture 8: Business Finance & Retail Profitability
Understanding margins in gold vs. diamond retail
Fixed vs. variable costs in a jewelry showroom
ROI on marketing spends and inventory turnover
Calculator Exercise: Estimate profitability for a 100 gm gold collection.
🧠 Lecture 1 Preview: Topics Covered
Section Topics
1. Introduction What makes jewelry retail unique as a business
2. Business Model Types Traditional, designer, chain, franchise, D2C
3. Revenue Streams Product sales, customization, resale/trade-in
4. Cost Structure Inventory, operations, showroom, marketing
5. Case Comparison Tanishq (Tata), Malabar Gold, Blue Nile (USA)
6. Your Turn Fill out a BMC for a jewelry brand idea or existing business
Lecture 1: Business Models in Jewelry Retail
📊 Slide Deck Overview:
1. What is a Business Model?
2. Jewelry Retail Business Models:
o Traditional (Tanishq, Kalyan)
o Family-Owned/Regional (Malabar, PC Jeweller)
o Online/D2C (CaratLane, Blue Nile)
3. Business Model Canvas: Key Blocks
4. Case Analysis – Tanishq vs. Malabar vs. Blue Nile
5. Worksheet Instructions
📚 Case Summary – Tanishq vs. Malabar vs. Blue Nile
Tanishq: Corporate retail chain, high-trust branding, strong offline presence.
Malabar: Hybrid of franchise and owned stores, gold purity focus, strong regional
loyalty.
Blue Nile: Pure D2C model, competitive pricing, online customization, U.S.-based.
Comparison Factors:
Value Proposition
Distribution Channels
Customer Segments
Cost & Revenue Models
📝 Business Model Canvas Worksheet (Instructions)
Use these 9 blocks to sketch your jewelry retail business model:
1. Key Partners – Suppliers, designers, logistics, banks
2. Key Activities – Sourcing, manufacturing, retailing, marketing
3. Key Resources – Brand, inventory, skilled staff, store design
4. Value Proposition – Purity, craftsmanship, trust, customization
5. Customer Relationships – Loyalty programs, in-store service
6. Channels – Stores, online, events, social media
7. Customer Segments – Brides, investors, gifting buyers
8. Cost Structure – Inventory, rent, salaries, marketing
9. Revenue Streams – Direct sales, custom orders, repair services
Tips:
✔ Fill each block with bullet points
✔ Keep it visual if possible
✔ Use it as a living strategy document