And Noor shifts targets to 2021, believing lockdown will diminish demand for jewellery

By

Isabelle Crossley

Published
Apr 21, 2020

Multi-brand jewellery e-commerce store And Noor has postponed its 2020 targets to 2021 as the pan-India lockdown has halted sales. The business believes the Covid-19 crisis will especially affect new designers. 

 
“As all our planning and activities/ initiatives for the months of March and April have been deferred to a future time, our goals and targets for 2020 have now been shifted to 2021,” the brand told FashionNetwork.com in an exclusive communication. “We definitely will fail to achieve them this year.” 
 
As And Noor cannot currently launch any new lines, its plans to do so after the lockdown lifts. “We are a quality-centric firm and hence there is no quality check being conducted for the samples due to delivery services being shut,” the business told FashionNetwork.com. “Therefore, no launches are being made.”

And Noor foresees the coronavirus crisis having a significant effect on the Indian fashion industry. “The lockdown shall affect not just the jewellery industry but the entire fashion industry,” said And Noor. “It is going to affect a lot of upcoming designers and demoralise the newcomers to enter the industry.”
 
Aashika and Meghna Bhutra launched And Noor in August, 2019. The business retails brands from across India on its e-commerce platform including Zaza by Somya, Mon Tresor, and Bayleaf Accessories among others. The business has temporarily paused all of its services apart from updating its customers and social media.