Online marketing of Jewellery:

There are a few online jewellery marketing companies in India. A few were started for dedicated jewellery  business, like CaratLane. Some offline retailers use brands like VelvetCase and WearYourShine  to sell online. Apart from these, there are a lot of offline retailers who use their e-commerce website as a introduction for selling on Amazon, Flipkart and Snapdeal. Recently Kalyan Jewellers, a retail chain, bought out the online jewellery company Candere.

Indians have still not accepted online jewellery purchase in a big way. The reason could be many fold, their doubts about the genuine quality and safety, missing the thrill and joy of getting a feel of the jewellery physically, since only 1.5% have credit/debit cards, most of the buying happens in cash.

Today, low value jewellery like gold coins, pendants with engravings of gods etc. are attracting buyers. Convincing buyers to buy high end jewellery is hard. But jewellers are convinced that with increasing globalisation and competition it is necessary to promote their business online.

Towards this end the firms now outsource logistics to well known courier companies, which deliver the jewellery, certified by independent international agencies, in a tamper proof pack. The products are priced about 25% lower than retail stores.

 Also they are employing a supply chain management to keep track of and deliver in time.