Jewellery shopping in India has traditionally been a thought most
enjoyed by the mothers of our family. The debate between designer gold
earrings or the traditional jhumkas is now a common story in every
household. And the place to make your mind up is your favourite
jewellery store.
Consequently, when one thinks of buying expensive jewellery, satisfaction in expectations like different choices, genuineness and clarity is essential. Ankita Parekh, a research analyst says, "Purity and trust is questioned when you're buying something like gold. We don't buy jewellery like we buy garments online, so going to the store is anytime preferable." Customers also believe in the touch and feel factor of buying jewellery. Shobha Venkatesh, a brand consultant, explains, "I wouldn't mind paying a rupee more if I get to see options to choose from and get the feel and touch of the jewellery. Call me old fashioned, but I'd rather be onsite than online".
The reservations waver from fewer choices online to trust issues. Although for women who trust the brand and have busy schedules, buying jewellery online is not a problem. Gitanjali Sriram, a marketing professional, says, "I buy my jewellery online from places where I get proper certification. If you know what you're looking for, buying stones, especially diamonds, is very easy through sites like Caratlane, as they are invariably of better quality".
Even for Reema Prasanna, a search engine expert, buying jewellery through sites like infibeam and diamondere is not uncommon. She smiles and says, "I know how the online industry works, so I buy jewellery online. But nevertheless, I cannot expect my mother to do the same!"
Furthermore, the fear of getting cheated is also responsible for the hesitance. Smita S, a working professional, says, "Jewellery is very high priced and so risky to buy online."
The fact that jewellery brands provide an alternative of online shopping hasn't yet convinced the buyer. As a result, brands like Gitanjali group, are making an effort to bridge this gap through the concept of e-franchise. Deepak Tulsiyan, Vice President Retail, Gitanjali Group, says, "We have already received a huge response from our customers. Women are usually behind the decisions of choosing jewellery and this will help in making those choices easier. We are also promoting e-franchise in remote areas. This will not only make online shopping easier but also help in increasing the number of women entrepreneurs".
He added, "Statistically, we receive more male customers than women, as they want to buy something 'for her'. 70% of our online customers are males."
Anoop Vijaykumar, a management consultant, says, "I prefer online shopping because it saves time and is convenient. Specifically for jewellery, given a trusted name and a well-designed easy-to-use website, I'd definitely consider it."
Looks like in a few years the uncertainties around online jewellery shopping might disappear altogether. Especially with concepts like e-franchise, shopping for jewellery might become similar to buying garments online!
Read more here
Consequently, when one thinks of buying expensive jewellery, satisfaction in expectations like different choices, genuineness and clarity is essential. Ankita Parekh, a research analyst says, "Purity and trust is questioned when you're buying something like gold. We don't buy jewellery like we buy garments online, so going to the store is anytime preferable." Customers also believe in the touch and feel factor of buying jewellery. Shobha Venkatesh, a brand consultant, explains, "I wouldn't mind paying a rupee more if I get to see options to choose from and get the feel and touch of the jewellery. Call me old fashioned, but I'd rather be onsite than online".
The reservations waver from fewer choices online to trust issues. Although for women who trust the brand and have busy schedules, buying jewellery online is not a problem. Gitanjali Sriram, a marketing professional, says, "I buy my jewellery online from places where I get proper certification. If you know what you're looking for, buying stones, especially diamonds, is very easy through sites like Caratlane, as they are invariably of better quality".
Even for Reema Prasanna, a search engine expert, buying jewellery through sites like infibeam and diamondere is not uncommon. She smiles and says, "I know how the online industry works, so I buy jewellery online. But nevertheless, I cannot expect my mother to do the same!"
Furthermore, the fear of getting cheated is also responsible for the hesitance. Smita S, a working professional, says, "Jewellery is very high priced and so risky to buy online."
The fact that jewellery brands provide an alternative of online shopping hasn't yet convinced the buyer. As a result, brands like Gitanjali group, are making an effort to bridge this gap through the concept of e-franchise. Deepak Tulsiyan, Vice President Retail, Gitanjali Group, says, "We have already received a huge response from our customers. Women are usually behind the decisions of choosing jewellery and this will help in making those choices easier. We are also promoting e-franchise in remote areas. This will not only make online shopping easier but also help in increasing the number of women entrepreneurs".
He added, "Statistically, we receive more male customers than women, as they want to buy something 'for her'. 70% of our online customers are males."
Anoop Vijaykumar, a management consultant, says, "I prefer online shopping because it saves time and is convenient. Specifically for jewellery, given a trusted name and a well-designed easy-to-use website, I'd definitely consider it."
Looks like in a few years the uncertainties around online jewellery shopping might disappear altogether. Especially with concepts like e-franchise, shopping for jewellery might become similar to buying garments online!
Read more here
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2Awesome Comments!
I read this valuable post its such a fantastic information about online jewelery shopping. According to me if you want to buy online jewelry then prefer branded jewelery like Tanishq, Nakshatra, D’Damas, Asmi etc.
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