The art of online retailing

Led by co-founder and designer Rakhi Soni, Fine Finery Store is the innovative online arm of Jaipur’s 120-year-old Umesh Chandra Jewellers. In an exclusive interview with The Retail Jeweller, she explains how the brand, with its ‘Hindustani Jewellery’ tagline, stylised presentations, and high-end, iconic, and contemporary heritage pieces, is defying the rules by selling bridal pieces sans a store

Founded in 2017, Fine Finery Store has created a distinct identity by focussing on distinguished modern-heritage designs that appeal to an evolved fashion-centric audience in India and globally. With a strong digital presence and significant sales in the USA, Fine Finery Store showcases the powerful potential of a digital-only approach in the jewellery industry

Edited Excerpts:

Pratyasha Kumari (PK): What inspired the launch of Fine Finery Store as a separate online brand from Umesh Chandra Jewellers?
Rakhi Soni (RS): After earning my design degree from the Jewellery Product Development Centre (JPDC) in Jaipur and freelancing, my designs were featured in prominent magazines like Vogue India, which motivated me to start something new. During India’s digital boom, I saw an opportunity and launched some designs online under Adosh Manikaar on Facebook and Instagram. The response was overwhelming. We later rebranded to Fine Finery Store as the digital extension of Umesh Chandra Jewellers. Umesh Chandra’s traditional and antique collections have always been my inspiration, but with the Fine Finery store, I reworked the designs and patterns to merge with current trends in the industry.

PK: Your designs are elaborate and primarily bridal. It is not easy to sell such designs online, yet you launched an online brand. Why did you decide to take the e-commerce route?
RS: Our collections are high-end, iconic, and contemporary, much different from traditional designs, necessitating stylised presentation. The customers we target are discovering new brands and designs online. The reach and possibilities of creative campaigns on social media are extensive, allowing us to showcase our products effectively. Online retailing is nothing but an art! If done effectively, one does not need a store. It also allows us to create grand, high-end pieces cost-effectively as our operational costs are more controlled. Our digital presence has enabled us to penetrate the USA market, which now accounts for 15 per cent of our sales.

“Our collections are high-end, iconic, and contemporary, much different from traditional designs, necessitating stylised presentation. The reach and possibilities of creative campaigns on social media are extensive, allowing us to showcase our products effectively”

Rakhi Soni, co-founder and designer, Fine Finery Store

PK: Building trust is essential for high-value purchases, primarily online. How are you overcoming the challenge?
RS: Our 120-year-old legacy plays a significant role in building trust. One-on-one interactions and in-office appointments are our most important tools. Participating in exhibitions has been particularly effective, contributing to a 40 per cent growth in sales and enhancing our physical reach. These efforts have resulted in 30 per cent of our sales coming from repeat or referred customers.

PK: Your website displays fewer pieces of jewellery than your active Instagram and Facebook pages. Do you find social media more effective for sales?
RS: Social media platforms facilitate direct customer interactions. Our customisation services thrive on these platforms. While budget-friendly items (under Rs. 30,000) are available on our website, high-value purchases typically involve personalised communication via video calls or appointments. Consequently, 70 per cent of our sales occur on social media, with only 30 per cent through our website.

“Social media platforms facilitate direct customer interactions. Our customisation services thrive on these platforms. Consequently, 70 per cent of our sales occur on social media, with only 30 per cent through our website”

PK: Your branding emphasises handmade Hindustani karigari. How is this marketing strategy playing out for you?
RS: Our marketing strategy centres on visually stunning social media campaigns featuring heritage locations and relatable models. These campaigns feature videos and photoshoots in heritage locations like havelis, showcasing models with Indian skin tones wearing our jewellery. This approach helps us connect deeply with our audience. Our campaigns showcase not only our jewellery but also bridal outfit inspirations across various Indian customs and regions, including Pahadi, Malayalam, and Rajasthani styles, as well as modern and non-bridal pieces.
Our campaign videos are so impressive that even those not ready to buy often save or share them for future reference. As the wedding season approaches, a few videos are shared, saved, and viewed over 20,000 times on social media.

PK: With the rising cost of inventory, how do you manage stocks of bridal purchases for online business?
RS: We operate on a made-to-order inventory model, emphasising customisation—a major USP. About 60 per cent of our sales involve customised pieces, while 40 per cent are stock items.

PK: Which jewellery types are in high demand, and do you have any celebrity collaborations?
RS: Our kundan meena, carving, Zimbabwe polkis, syndicate non-filled polkis, and sapphire jewellery are highly sought. We have received collaboration requests from celebrities like Yami Gautam and Madhuri Dixit, who favour our neckpieces and earrings, including studs, dangle earrings, and chandbalis.

PK: In India, which markets are responding well to your brand?
RS: Our primary customers are women over 24, especially brides-to-be. For non-bridal collections, our audience ranges from 24 to 65 years old. We have significant clientele in Delhi, Hyderabad, Gujarat, and Rajasthan. Our digital presence attracts NRI and foreign customers, particularly from the USA, who favour our Kundan Meena collection, colourful gemstones, and heritage-inspired designs.

PK: What is your annual revenue growth?
RS: With at least two collection launches, social media campaigns, and three annual exhibition shows, we observe a 15-20 per cent increase in sales each year.

PK: What are your future expansion plans?
RS: We plan to expand our market presence in the USA by participating in exhibitions to build trust and connections. Fine Finery Store will attend the Vegas Jewellery Show 2024 to further this goal.

Written by Pratyasha Kumari