Should you buy fine jewellery online?

A new breed of shoppers in India is comfortable buying fine jewellery online. We explore this shift in the purchasing practice

For generations, buying fine jewellery has been more of an in-store purchase preference than a digital one. In India, purchasing jewels often involves a family trip to a reliable jeweller to try on multiple pieces. And while this tradition is still inherently a large part of Indian culture, there's a new breed of shoppers who are becoming more comfortable making these purchases online. Buying fine jewellery on e-commerce portals can be daunting—given the expensive nature of the product and its slow shift online. However, since the coronavirus pandemic began, this transition has been fast-tracked; as physical stores shuttered during the lockdowns, selling online was the only option. Now, more consumers are open to the idea of buying jewellery through e-commerce portals. We explore this shift in consumer behaviour. 

From in-store to online

"We went online in late 2018, and it was well worth the effort even then. Obviously, the pandemic hastened the path for online shopping faster than it would have in normal circumstances," says Natasha Khurana, founder of The Line. You can find eclectic yet classic pieces on her website—ranging from ₹ 26,000 to ₹ 260,000 and made from 18k gold and precious gemstones like pearls and diamonds. According to the Business of Fashion and McKinsey's 2021 ‘State of Fashion’ report, global sales of fine jewellery online are expected to increase from 13 per cent to 18 to 21 per cent of the total market by 2025. “Over the last two years, we have witnessed Gen Z and millennials driving the consumer front, using digital spaces as forums of experience. Through our consumer research and industry conversations, we have observed that this consumer is willing to purchase smaller, everyday-wear natural diamond jewellery online,” adds Richa Singh, Managing Director India & Middle East at Natural Diamond Council.

With the rise of direct-to-consumer (DTC) brands and savvy millennial and Gen Z shoppers, the growth of online sales seems natural. Capitalising on this predicted growth are e-tailers, including Farfetch and Matchesfashion internationally, and Nykaa Fashion and Tata CliQ Luxury locally, who have dedicated fine jewellery sections on their respective websites. On Tata CliQ Luxury, customers can also purchase the De Beers Forever Mark collection.

At your fingertips

A key feature of retailing online is swiftly resolving any queries or hesitations the consumers may have. With most businesses active on Instagram and WhatsApp Business, potential buyers can chat with a brand representative without visiting a store. "Fine jewellery is becoming more accessible through social media and marketing. Consumers feel comfortable knowing they can get answers to their questions immediately," says Natasha Jethwani, co-founder and creative director of Dubai-based label Vik Jet Fine Jewelry. "Being available at all times is a key component of our brand and customer service," she adds. 

Influencer Sonam Babani often buys everyday pieces from KAJ Fine Jewelry's website and has always had a great experience. She explains how via WhatsApp, their customer service team even sends instructions on measuring the wrist or the finger to get accurate sizing for a piece. "When it comes to smaller jewellery, shopping online is the easier option, given that visiting a store and seeing the jewellery in person might be difficult. You get all the specifications online, and you can put in your filters for colour, design and price—it's a fuss-free process," says Babani.

Trust and authenticity 

Instagram is a great way to stumble upon new brands—according to a study conducted by Facebook, 83 per cent of Instagram users use the platform to discover new products and services. However, when it comes to fine jewellery, there are questions of trust and authenticity that emerge. "All jeweller-client relationships are rooted in transparency, whether IRL or on Instagram. So while that trust is something that we, as sellers, will foster, the client has to find it in themselves," says Khurana. 

Hotelier and lifestyle consultant Aishwarya Nair Matthew judges a brand according to its marketing. "A beautiful brand like Tallin Jewels is so subtle, whereas  younger brands like Aaryah are more edgy and consistent with their styling and presentation online. But ultimately, I go with my gut feeling; if I like a piece and it suits my style, I purchase it immediately," she says. Additionally, with transparent return policies and authenticity certificates, the experience has become more seamless. For example, KAJ Fine Jewellery has a 30-day return policy, BIS Hallmark & IGI, GIA, and SGL offer certificates on request, as well as  a try-at-home option. 

A shift in perception

Further fuelling this shift online is the perception of fine jewellery. Once considered formal, wearing delicate, everyday pieces and mixing high-low jewellery has become the norm. On Instagram, you will find influencers stacking necklaces and bracelets together regularly. "This is one of the reasons why we launched our ready-to-wear jewellery label nine years ago—we noticed a huge gap in the market for easy-to-wear pieces that women could buy for themselves. Our jewellery is designed to be layered, and these pieces become an extension of our clients’ personal style, and they never take them off," says Jethwani. 

Women no longer need a special occasion to wear diamonds and precious gemstones—a trend that’s increasingly popular amongst a younger crowd. “People want to invest in pieces that they can keep with them for the rest of their lives and either wear them on their own or use them as pieces to layer and stack,” says actor Shibani Dandekar-Akhtar. Additionally, accessible fine jewellery labels are often price-friendly, making them more attractive to shop online. For instance, on Raf The Label, you can buy a gold, diamond and emerald 'Hamsa' necklace for ₹ 28,500; on Uncut Jewelry, you'll find a handmade polki bangle for ₹ 31,500. This change in dynamics has opened doors to many young jewellery designers creating playful pieces that are heirloom-worthy yet affordable.  

On a larger scale 

While people have become increasingly comfortable purchasing everyday-wear fine jewellery online, brick-and-mortar stores are preferred when buying heavier pieces. "When it comes to bridal jewellery or larger purchases, the process is personal, where we want to understand our clients' needs in person," says Umang Gupta, director and owner at Shri Ram Hari Ram Jewellers. On Jaipur Gems’ site, customers can purchase necklaces and sets for up to ₹ 3 crores from their website—but it is only a select few Indian jewellers that retail ultra-high-end pieces online. Other major family-run brands like Khanna Jewellers and Notandas Jewellers only share images of the jewellery. “The online medium may not always give you the full picture of what to expect with a piece of jewellery—be it the design or how it would look on you, especially in cases of weddings and other special occasions,” elaborates Singh.

Do your homework

If you have chosen to purchase jewellery, basic research can come in handy—it's easy to get confused with different metal terms. "Gold-plated, gold-vermeil and gold-filled pieces are not fine jewellery; they are essentially demi-fine jewellery," explains Khurana. So, for example, if it is gold-plated brass, it isn't solid gold and will tarnish with time. "Ask for antecedents of the stones they use—whether they're imitation, natural or synthetic, and ask for more images, if required," she adds. Any trustworthy label will be happy to help regardless of how the purchase is made. “By going over the comments section for feedback and exploring their website, you can get a better idea of the brand,” explains Singh. Finally, know your size—it saves the trouble of returning the product if it doesn't fit.

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