Silver Fiire launches instant 925 sterling silver jewellery delivery with Zepto

The brand now offers a curated selection of around 23 designs priced between Rs. 1,000 and Rs. 2,000 on the quick-commerce platform, allowing customers in Delhi NCR  to receive their purchases within 20 minutes

New Delhi: In an era where online shopping dominates, jewellery has remained one of the few products typically requiring 3-5 business days for delivery. Silver Fiire, launched in October 2023, is changing this norm by now offering its 925 sterling silver jewellery on Zepto, promising delivery in under 20 minutes.

Shikha Jain, Director, Silver Fiire, explains the rationale behind this move: “In Delhi NCR where we are located, everything—right from cameras to sportswear—is being delivered on Zepto. We felt that something unique, like jewellery, should also be made available for people’s last-minute gifting needs.”

The brand aims to tap into the instant gratification that consumers seek in today’s world. While precious jewellery is often a planned purchase, making it instantly deliverable could allow greater access to people in terms of jewellery shopping. Silver Fiire’s decision was influenced by a market survey of about 500 people who regularly shop online for their daily needs, with 95% saying they would certainly buy silver jewellery on such a platform if it was made available.

“Even when scrolling on social media, at times we tend to indulge in impulsive buying too,” Jain adds, highlighting the potential for spontaneous jewellery purchases.

Silver Fiire’s Zepto offering comprises around 23 designs, priced between Rs. 1,000 and Rs. 2,000. Customers can pay online, in cash, or through any payment option Zepto supports for all its products. The initial response has been promising, with over 50 sales in the first 24 hours of launching their silver jewellery on the app on 8th October 2024, without any complaints or returns that are supposed to be raised within a day in the case of jewellery purchases.

The collaboration with Zepto was driven by two important trends in silver jewellery observed by the brand. Firstly, consumers planning destination weddings were looking at silver as an alternative to heavy gold jewellery, partially due to the affordability. Secondly, with so many gifting occasions and now, with the main festive season here, consumers were looking at more meaningful gifts, instead of only sweets and flowers that could be purchased immediately.

Currently, Silver Fiire’s instant delivery service via Zepto is limited to Delhi NCR with a limited inventory. Jain notes that a lot of work went into organising different teams for the operations and logistics before launching their products on the app. “If it goes well for us, we can expand in other cities like Mumbai, Bengaluru, Pune and any other city where Zepto is active,” maintains Jain.

As silver prices continue to rise, lightweight and versatile jewellery is not just limited to a simple instantaneous purchase, but rather, can be an investment. This innovative approach by Silver Fiire, just a year into its operations, could mark a shift in how consumers shop for jewellery, blending the convenience of instant delivery with the enduring appeal of precious accessories.

Written by Aparna Bhowmick

Retail Jeweller India Exclusive