The age old fact that Indians love their jewellery holds true for the new generation. The net savvy generation has taken its jewellery shopping needs online. So much so, buyers are willing to get their expensive jewellery worth a few neat lakhs online.
What draws the buyers is the customisation features some companies provide, the fact that friends and peers have shopped online, and over and above all, trust. VelvetCase.com provides a personal manager to buyers who are shopping for major bridal jewellery.
Shoppers willing to spend a good sum online for jewellery
Kapil Hetamsaria, co-founder and CEO of VelvetCase.com, claims that there is a fairly large chunk of customers who are ready to spend a heavy sum online. “As an online marketplace for jewellery, we take care of all our customers’ needs from ready-to-wear contemporary designs to custom-made pieces,” he says.
On the flipside, a buyer, Harsha Patel, Mumbai based fashion designer feels that she would not spend beyond a lakh on buying jewellery online. She says, “When I spend on high-end jewellery, I would like to look at many designs and connect with the jeweller one-to-one. In fact, I then require a higher degree of customisation including looking at the colour and quality of gemstones being used and talking to the jeweller and trying on some of the pieces before I decide.”
Making the best of both worlds
Experienced jewellers advocate a hybrid approach to sell online. Amrapali Jewels, (established in 1978), has recently established its online presence.
Mithun Sacheti, CEO of CaratLane agrees. He says, “While online sales in the jewellery segment are still a very small percentage of the total in India, many of our new-age customers often discover our products online and then come to our stores for the actual transaction.” So, it is advisable to have a physical store as well.
Others in the fray
The popularity of expensive jewellery such as gold and diamonds has gone up online. However, sellers need to keep in mind that it is not an easy task. Careful thought and planning and necessary precautions are essential to keep the ship sailing.