Emerging Trends in Online Jewellery Retail

https://doi.org/10.34047/MMR.2020.8203

Abstract

Online jewellery retailing has caught on in India as E-Commerce has passed its inflexion point in India. Although most of us like to shop jewellery in-store due to the impact of COVID 19, the pandemic emphasized the importance of the digital presence of jewellery stores. Before the pandemic, the website of the jewellers are not on top priority and focus on their physical stores. Gold jewellery, diamonds, and other valuable stones were once only purchased from the trusted family jeweller. The trend is shifting now, with more consumers willing to buy jewellery online. In India, online jewellery retail is still in its infancy. India has never been more welcoming to internet jewellery purchases than it is now. These days, the usage of online media is gaining traction, and the jewellery retail business is taking advantage of it for promotion and brand growth. Online selling allows businesses to operate 24 hours a day, seven days a week, and over long periods. The appeal of online jewellery portals among discriminating young people is fuelled by interesting wearable designs, low base price points, the availability of 14, 18, or 22-carat gold, as well as a selection of diamond qualities, to pick from. There's also a try-before-you-buy option, as well as a quality guarantee and potential buyback. Thus the objective of this study is an attempt to help Traditional jewellery retailers further boost their sales through online retailing.