Price, design and timely delivery key factors as gold diamond rule jewellery sale on e-com

Jewellery is one luxury item that got accustomed to e-commerce transactions, thanks to the pandemic. Before that, there was a short window for jewellery to be bought through e-com sites. Overcoming the pressing urge of touch and feel, jewellery in low price points rule the roost in e-com.

The Retail Jeweller spoke with two reputed national e-com portals in jewellery with solid presence at IIJS 2021. eJOHRI co-founder Jitendra Singh believes that the platform has solved an important pain point of trust barrier with high ticket jewellery. “Usually, pieces ranging from Rs10K-60K can be sold pretty easily on e-com platforms. The issue arises when in case of premium ranges, the customer wants more assurance,” said Singh.

The user then books an appointment through the eJOHRI platform for an in-person demonstration of the said jewellery range at the desired brand’s outlet. That is how conversion happens without hassle on that platform, maintained Singh.

It is a combination of pendants, bracelets, rings and chains that sell the highest under the Rs50K mark on the platform. “In case of earrings, however, potential buyers would like to try them on, because the degree of involvement in a pair of earrings is more than that of a chain or a bracelet online,” he maintained.

The situation is not so different for Bluestone and founder Gaurav Singh Kushwaha says that gifting has increased since lockdown, for which rings in gold and diamond sell out the fastest. “Platinum is available in heavyweight ranges, for which gold and diamond are faring the best,” said Kushwaha.

The most important factor for high conversion in e-com is great design, said Kushwaha, adding that the second and third most important factors are timely delivery and nationwide service. “The world has taken to e-com platforms because of the pandemic and users buying from metro cities would want to gift their family members in rural areas as well. So the delivery network has to be very good apart from price and design of jewellery for our clientele,” he maintained.