Q: How important are customers as key stakeholders of your business?

A: The foremost priority in our establishment is the customer who holds the utmost importance for us as the sustainability of the business depends on customers.

Our philosophy is that providing a service to customers is not a favour on our part; instead, it is customers who graciously favour us by offering us the opportunity to serve them.

Customer satisfaction is pivotal to our business. Their satisfaction drives success, loyalty and positive word of mouth. We believe that understanding and meeting customer needs is a top priority – all businesses need to bear this in mind.

Q: What is your assessment of today’s customers and their needs?

A: In today’s market, customers are highly informed about global trends and designs, displaying a keen fashion consciousness.

Notably, economic challenges and high tax rates have impacted disposable incomes, making customers price conscious. However, our products align with global trends while remaining competitive in the Sri Lankan market.

Q: How has the country’s economic environment impacted buying behaviour?

A: Gold prices have increased nearly 2.5 times since the pandemic, influenced by a stronger US Dollar and rupee devaluation.

On the other hand, political unrest and recently adopted economic strategies have reduced disposable incomes, shifting luxury items such as jewellery lower down on people’s priorities.

Despite this, many customers recognise the timeless value of gold and its role as a dependable hedge against inflation, leading to continued investment in gold jewellery.

Our rich culture and abundant heritage play a major role in wedding ceremonies, with the necklace and rings holding significant importance. As a result, the jewellery sector has survived challenging times.

Q: What steps does your organisation take to achieve customer excellence?

A: Customer excellence is our utmost priority, embodying Genuine Customer Care (GCC). We uphold the fundamentals of customer service instilled by our late Chairman Sarath Hemachandra.

Furthermore, we benefit from over 20 years of training by customer service guru Dhammika Kalapuge.

Q: What steps does your organisation offer customers as ‘phygital’ experience – and if so, how?

A: Vogue Jewellers pioneered a virtual jewellery purchasing experience – V Connect – in 2020, offering customers virtual appointments to explore the Vogue Jewellery range through video calls.

Q: How have customer communications changed in recent times?

A: Customers can stay updated through our revamped website and social media channels, while customer communication is facilitated through Facebook’s Messenger, Instagram direct messaging and WhatsApp chat.

Q: What is your organisation’s approach to communicating with customers?

A: The very fact that the Vogue sales team is known as ‘Sales Consultants’ illustrates the role they play and the level of emphasis we give to their role.

Our entire team undergoes extensive training to understand each customer’s specific needs, preferences, lifestyle and traditions. This enables them to provide tailored advice on the jewellery that is most suitable for them.

Q: In your view, is customer loyalty a thing of the past? Why do you say so?

A: Brand loyalty is paramount for Vogue Jewellers, transcending generations. Our brand is prestigious, attracting customers from the fourth generation.

Despite being new entrants, even Gen Z aspires to wear an iconic item from Vogue. Maintaining the highest quality and constant fashion innovation is our priority.

Therefore, we don’t position ourselves as the cheapest but most certainly, our items are reasonably priced, which enables us to stay ahead of the rest.

Q: What role does technology play in achieving customer excellence? And how does your organisation capitalise on technological advancements?

A: As a pioneer in the jewellery sector, we introduced V Connect three years ago, thus revolutionising the jewellery experience.

Our customer care excellence is evident in consecutive No. 1 rankings in the LMD Customer Excellence Survey and recognition as the Tripadvisor Travelers’ Choice in the shopping category for four years. These are testimonies to our customer service excellence and incorporation of technology.

Furthermore, our factories use digital screens to monitor craftsmen’s productivity, ensuring timely order delivery.

Q: And what are the organisation’s plans for the future?

A: Vogue Jewellers has a significant presence in the Sri Lankan jewellery sector, spanning six showrooms. We recently launched the Royal Majestic Collection, Lace Collection and Diamond Collection.

We have introduced several ‘smart’ jewellery concepts and will continue to introduce more such innovations.

Our commitment is to surpass our own achievements, making us the No. 1 jeweller in Sri Lanka, setting trends for others to follow.

Telephone: 2414414 | Email: inquiries@voguejewellers.com | Website: www.voguejewellers.lk