Online Jewellery Shopping In India

By Author: Ajita D'souza
Total Articles: 19
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Jewellery is amongst the largest selling products on e-commerce websites. Indians are lapping up fashion jewellery, gem-studded jewellery and branded jewellery like never before on the internet.

The trusted family jeweller is no longer the only provider of precious jewels to Indian families. In the not so distant past it was difficult to imagine Indians buying gold and diamonds on the internet. But times are changing and online jewellery shopping in India is catching up fast. The trend is still at a nascent stage. A huge growth is however expected in this market.

There are some issues that online retailers have to overcome for online jewellery shopping to really establish itself in India. Most Indians prefer to see, touch and try on any jewellery they wish to buy. This is the approach for most expensive products that are purchased. There is also a trust deficit as customers do not trust retailers and suppliers they don’t know personally. Indian society is built on strong community sentiments and the personal touch is important in most transactions.

Online retailers will need to offer not only an excellent ...
... product to Indians but also impressive and convenient after sales service. A certificate of authenticity is pertinent and so are customer friendly payment options, shipping charges, cash on delivery and courteous delivery staff. Certification can come from a third-party like the International Gemological Institute. Return policies and exchange options will not be amiss either.

Customers need to be educated about the online process of purchase. It needs to be reiterated to them that buying jewellery online is a safe process. They are unaware that the products move in a safe environment and payment mechanisms are secure. The importance of good customer care service cannot be emphasized enough for any successful online jewellery site. The best way to gain a customer's trust is to deliver a good product without bothering him.

Many feel that buying from an online portal is expensive due to high labour charges. Customers need to be explained that online buying is actually cheaper as jewellery shops always have an overhead cost to pass on to buyers. Most online suppliers offer a wide range in jewellery from chains and pendants, to rings and earrings; from bracelets and anklets, to necklaces and bangles.

The biggest advantage for buyers who shop online is the access provided to latest designs and trends in the jewellery market. For example, there is a larger and more incredible variety of designs in platinum rings available online than in jewellery shops. This king of metals has a special allure and is now almost a fashion statement with young men and women. It is especially popular as the metal for love bands and couple rings.

A customer can have his ideal piece of jewellery delivered right at his doorstep. Browsing through the online jewellery catalogues is a pleasant experience. There is no rush to choose a design; after all there are an incredible variety of designs and metals to choose from. One can shortlist a few favourites and then come back again to the online retail store for making a final selection. There is no commuting or haggling involved.

The arrival of online jewellery shopping has boosted sales of diamond jewellery as tech-savvy young people are attracted more to precious stones than gold. With gold prices always inching upwards the 22-32 age group of Indians is increasingly being drawn to diamonds. Diamond has become more affordable and a symbol of success with an aspirational value. Online jewellery shopping in India is here to stay as it has become synonymous with good and trustworthy service, latest designs in jewellery and cost-effectiveness.

The author of this article is associated with Kama Schachter, one of Asia’s largest manufacturers and exporters of diamond jewellery. To buy the finest quality diamond jewellery including exquisite diamond encrusted platinum rings visit the website of Kama Schachter who have their own state-of-the-art jewellery manufacturing units and are suppliers to some of the leading retailers across the globe.