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Decoding The Dilemma Of People While Buying Jewellery Online

Precious stones and metals like diamonds, gold, and platinum have always been close to the human heart due to their intrinsic and sentimental value. Over time, the styles and trends have changed but the value of fine jewellery has only increased.

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In today's era of digitisation and fast-paced lifestyle, the e-commerce space is blowing up due to its superior convenience. Businesses from all sectors are going online in order to expand their customer base and provide an improved purchasing experience to their customers. Jewellery businesses, too, have started to adopt e-commerce strategies as a part of their business expansion move. However, a considerable section of the general population is still not open to normalising buying jewellery online.   

Precious stones and metals like diamonds, gold, and platinum have always been close to the human heart due to their intrinsic and sentimental value. Over time, the styles and trends have changed but the value of fine jewellery has only increased. A piece of jewellery does not only make you feel beautiful and priceless but it also carries investment potential.  

Traditionally, people buy jewellery items from offline stores where they can touch, feel and try the jewellery before making any purchasing decision. Seeing the design, touching the material, and feeling the item on your skin are inseparable components of jewellery shopping and people cherish these experiences associated with offline jewellery shopping. An offline store offers the customers all the real-life experiences with the pieces of jewellery which make the customer feel safe and sure with what they are buying or who they are buying from. With online jewellery stores, people often feel a sense of detachment from reality, thus leaving them not so convinced about the purchase. Even though modern online jewellery sellers are trying to bridge this gap through virtual tryouts and other digital tools, the touch of reality is still at a distance from online jewellery shopping. 

However, the digital jewellery business owners are leaving no stones unturned to resolve the trust and accountability issues. They are putting stress on positive factors like convenience, secure payment, installment option, fastest shipping, easy return policies, a wide range of jewellery options, and competitive price points to draw more customers to their digital stores and gain the trust of their customers. 

It is an undeniable fact that offline stores can never match the online facilities in terms of convenience. In the online stores, you can explore all the options from the comfort of your home and can look up different stores for the best price without being pressurised by the salesperson. On top of that, customers now can not only choose from a variety of designs and styles but they can also pay for their jewellery through easy installment schemes when buying from an online seller. The customer service executives also stay in constant touch with the customer to provide them with a sense of security.  

The pace with the digital transformation is taking over the industries, there is no way we can avoid jewellery e-commerce. Especially, in the post-pandemic world, online jewelry shopping gives benefits of convenience and can avoid COVID-19 contamination. It is understandable that you may have some hesitation but if you are going for an authorised, reputable and experienced seller, there is virtually nothing to fear about online jewellery shopping. 

Dhruval Shah, Founder, Jewelegance. 


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