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With exciting and vibrant metal items & jewellery available at good prices just a click away, people across India are not only buying jewellery online but also gifting their near and dear ones.

Published: 25th October 2013 02:59 PM  |   Last Updated: 25th October 2013 02:59 PM   |  A+A-

With higher internet penetration, more number of e-commerce sites, e-commerce players and advertisements, the markets have expanded and people today are inclined towards the online stores even for jewellery. Overcoming apprehensions, they go for big ticket purchases, claim the leading jewellery selling portals.

Vinay, co-founder of Vastradi says that their sales have grown by more than 200 per cent in the last three years. The consumers say that if they buy jewellery online it is easy to send it across to their loved ones. ‘’We do not need to spend extra to courier the gifts. Moreover, it always reaches on time,’’ said Sarita, a consumer.

Mukul Bafana, Co-founder of says customers now have started to show interest and trust in buying jewellery online, which has encouraged us to add more brands to our website. ‘’We only launched our e-store six months back but we ship out 50 to 80 orders per day,’’ claims Akanksha Arora, CEO of Amrapali Jewels.

The Dynamics

The rising use of stones in jewellery over the past few years is attributed to the increased inclination of Indian customers towards European trends.

Bafana of Jabong explains, first came affiliation to silver jewellery and then  followed acceptance of sterling  jewellery. Semi precious stones offer trendy options for accessories and add a glamorous touch to casual and formal wear, while being light on budget as well. These are now being viewed as an affordable alternative to expensive jewellery.

Challenges No More

Unanimously, the portals agree that the biggest challenge is that of the missing touch and feel factor. Sukhija of explains that as jewellery is high value and rare purchase, customers want to be 100 per cent sure. However, the missing touch and feel factor can be compensated by beautiful and tempting pictures, pictures from multiple angles, clear and detailed descriptions.

Jabong believes that by offering a 360 degree view of products, express delivery, details of the products and widest assortment make it easier for a consumer to understand what he or she is buying in the absence of touch and feel factor.

Another issue is that of the payment options. Vinay of Vastradi elucidates that a lot of  customers want to pay by cash, so cash on delivery is important. Other options like credit and debit cards, NEFT also help.

Non-availability of a trusted logistics partner is another challenge that is being addressed by providing clear shipping address with phone numbers and milestones.

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