Learn the 5 stages of Jewellery Ecommerce 1) Why go online? 2) How to go online? 3) How to grow online? 4) How to grow online profitably? 5) How to build an online jewellery brand, not just a business? For more details visit: www.mywisdomlane.com Mywisdomlane offers Jewellery Ecommerce Consulting services for D2C Jewellers, Jewellery Retailers, Manufacturers, Wholesalers, and Designers.

1. Deepak Tulsian
Jewellery Ecommerce Consultant
Mywisdomlane.com
Jan 2022
How to build a Scalable & Profitable
Online Jewellery Business?

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Internet is Disruptive & Scalable
“If your business is not
on the internet, then
your business will be
out of business.”
- Bill Gates
“The smallest company
in the world can look as
large as the largest
company on the web.”
- Steve Jobs
>50% mobile phone sales in India
has already shifted online.
Internet is a
Level playing field

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Globally, 8 out of the top 20 most popular precious
Jewellery websites are Digital-first brands
No.
Country
(HQ)
Company
Founded Jewellery Website
Alexa Global
Rank (Sep 2021) No. of Stores
1 USA 1837 Tiffany.com 10034 300+
2 France 1847 Cartier.com 12919 269
3 USA 1999 Bluenile.com 16994 13
4 India 1984 Tanishq.co.in 17066 350+
5 USA 2005 Brilliantearth.com 21306 14
6 Italy 1884 Bulgari.com 22120 ~300
7 India 2008 Caratlane.com 23368 120+
8 France 1906 Vancleefarpels.com 26588 139
9 USA 2006 Jamesallen.com 27852 2
10 India 2011 Bluestone.com 28394 50+
11 USA 1916 Kay.com 31279 1000+
12 India 2013 Candere.com 32460 135+ (Kalyan Stores)
13 USA 1924 Zales.com 32984 700+
14 USA 1993 Jared.com 36760 230+
15 India 1993 Malabargoldanddiamonds.com 39645 260
16 USA 2005 Angara.com 44159 NA
17 USA 1980 Davidyurman.com 46673 44
18 India 1994 Vaibhavjewellers.com 71220 12
19 Switzerland 1874 Piaget.com 74386 119
20 India 2015 Melorra.com 80517 7
World's Most Popular Precious Jewellery Ecommerce Websites
Indicates Digital-first Jewellery brands
• Compiled by
Mywisdomlane.com
• Based on Alexa Global Rank
data (24 Sep 2021)
• Relative measure, and the
rank keeps changing basis
change in traffic &
pageviews on all websites
• Only Precious Jewellery
Ecommerce websites (Gold,
Diamond Jewellery as
primary category) across
the world are considered
• Online Jewellery
marketplaces are not
considered
• Indicative list and not an
exhaustive list

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In India too, Digital-first Jewellers are leapfrogging
traditional Jewellers
Indicates Digital First Jewellery brands
National
(stores across
country)
Online
(digital first)
Regional
(stores in multiple cities,
states)
Large Independent
(large store in a city)
Small Independent
(small store in a city)
• Tanishq, Kalyan, Malabar, PC Jeweller, Joy Alukkas, Orra, Reliance Jewels,
Senco
• South: GRT, Vaibhav, Lalithaa, Jos Alukkas, Thangamayil, Bhima,
Kirtilals, Krishna Pearls
• West: TBZ, PNG, Ranka, WHP, Chandukaka
• East: P.C. Chandra
• DP Jewellers, Punjab Jewels, Hazroorilal, Manubhai, CKC,
NAC, Charu Jewels, Gehna, Notandas, Khanna, Khimji,
Nemichand, Popley, Anmol, Sri Jagdamba Pearls, VBJ
• Fine Jewellery: Caratlane, BlueStone, Candere, Melorra
• Silver & Fashion Jewellery: Giva, Pipa Bella, Sukkhi, Priyaasi
Customer
Reach
High

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5 Stages of Jewellery Ecommerce
How to go
online?
How to grow
online?
How to grow
online
profitably?
Why to go
online?
How to build an
online brand, not
just a business?
• Today, the
customer journey
begins online. Be
where the
customer is
• 24x7 Retail
• Global reach
• Faster time to
market
• Own website
• Online
Marketplace –
domestic
• Online
Marketplace -
international
• Social shopping
• Omnichannel
• Increase Traffic
• Increase
Conversion
• Increase
Transaction size
• Reduce
Customer
Acquisition Cost
(CAC)
• Optimize
Marketing Cost
• Optimize Sales
Cost
• Increase
Retention
• Purpose
• Values
• Voice
• Visual
• Brand promise
• Post-purchase
experience

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Why go online? (1/2)
Jewellers perspective
Global reach 24x7 Retail Sell first and then make
Market opportunity perspective
India Online Jewellery:
$3.7 Billion (2025F)
Global online Jewellery
8% online share (2020)
>50% of diamond Jewellery
purchase is already influenced by
online
Consumer perspective
Buyer journey begins online Browse online before buying
Rely more on online reviews than
brand ads
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Why go online? (2/2)
Designer Manufacturer Wholesaler Retailer
End
Consumer
High Sales
+
High Margins
Domestic
+
International
An opportunity for the entire Jewellery value-chain
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2
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How to go online? (1/3)
Offline
Retail
Online
Presence
Digital
Engagement
Ecommerce
Multichannel
Omnichannel
No online
presence
Brand
Website
Social
Media
Ecom site, Online
Marketplace
Store, Web, Mobile,
Social, Phone
Integrated
touchpoints
Omnichannel retail is a marathon, not a sprint.
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4
3
2
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An omnichannel journey

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How to go online? (2/3)
Product Category
Physical Store
(Online influence)
Own Website
Online
Marketplace
Imitation Jewellery Low Low High
Silver Jewellery Low High Medium
Low Price Precious
Jewellery
Medium High Low
High Price Precious
Jewellery
High Low Low
Sales potential in this context is defined as potential to build a Scalable and Profitable Retail business.
Assisted
Selling
Low
High
Select the right channel as per the product type.
Note: The color codes indicate growth potential and not the current market size.
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How to go online? (3/3)
Know the Advantages & Disadvantages of Brand website & Online Marketplace
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Parameter Brand Website Online Marketplace
Investment requirement High Low
Manpower requirement High Low
Technical Expertise requirement High Low
Average ticket size High Low
Access to Customer data Yes No
Ease of selling Low High
Customization / Personalization High Low
Brand building High Low
Margin High Low
Trust Brand has to build Leverage platform trust
Access to new customer base Low High
Access to international markets Low High
Competitor insights NA Yes (Pricing, top selling items)
Customer feedback Have to seek feedback Automated Ratings & Reviews
Fulfillment service Own infrastructure Marketplace infrastructure (FBA)
Advertising Have to do it separately In-built option
Ideal for Established / Known brands New / Unknown brands

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How to grow online? (1/2)
Own Website
Online Marketplace
More
Visibility
More
Sales
Higher
Ranking
Website
Traffic
Conversion
Post sales
Experience
Unique Product
or Lower Price
Customization,
Personalized service
Marketing & Innovation are critical for online growth.
Requires dedicated team and
marketing budget
5
4
3
2
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How to grow online? (2/2)
Increase
Traffic / Visibility
Increase
Conversion
Own Website
Online
Marketplace
• No. of Listings
• Product title with right keywords
• Multiple Price points
• Sponsored ad
• Featured Deals
• Prime Seller, Top Rated Seller
• Image quality, nos.
• Description, attributes
• Pricing, Offers, Customization
• Delivery time
• Customer ratings, reviews
• Brand store, branded content
• Targeting
• Marketing
• SEO, SEM, SMM, SMS
• Blogs, Influencers
• Remarketing, Email
• Offline ads, PR
• Landing page experience
• Discovery - Navigation, search
• Product page experience
• Site trust
• Terms - Delivery, Return Policies
• Assistance: video call, chat, phone
• Checkout experience
Growth Levers
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How to grow online profitably? (1/3)
USP
Company
Solution
Customer
Needs / Wants
/ Problems
Competitor
Solution
Without USP, it
becomes a
commodity
business that
competes purely
basis price
Focus on building your USP (unique selling proposition)
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4
3
2
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How to grow online profitably? (2/3)
Optimize CAC
(Customer Acquisition Cost)
• Optimize Marketing cost
• Optimize Conversion Rate
• Increase Repeat purchase / Referrals
CAC
LTV
CAC < LTV
Focus on LTV (Customer Lifetime Value) and not on one time profit
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How to grow online profitably? (3/3)
Parameter Offline Only Online Only O2O (online to
offline)
Traffic Low High Medium
Conversion High Low High
AOV (average order value) High Low High
Customer Acquisition Cost Medium High Low
Return on Ad Spend Medium Low High
O2O Jewellery Retail: A Scalable & Profitable Model
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O2O (Online to offline) brings the best of both worlds. High conversion rate of offline
retail and High Traffic of online retail.

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Mywisdomlane.com
How to build an online D2C Jewellery brand? (1/2)
Business
You bring customers
Profit-driven (Exists to make money)
Focus on driving sales
Transactional relationship
Competes on price
Me-too products
Inconsistent branding
Brand
Customer brings customers
Purpose-driven (Exists to solve a
customer problem). Compelling story
Focus on building reputation
Emotional relationship (builds a deeper
connection with consumers)
Enjoys price premium due to high trust
Unique and innovative products
Consistent branding (makes the brand
memorable) – high recall & recognition
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Branding can’t fix a bad business. It only accelerates a great business.
First build a viable business and then build an aspirational brand.

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How to build an online D2C Jewellery brand? (2/2)
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Acquisition
• SEO
• Search ads
• Product listing ads
• Display ad retargeting
• Social media ads
• Lookalike marketing
Retention
• SMS
• Email
• Social media posts
• Loyalty program
• Contests / Events
Branding
• Website
• Influencer, PR
Storytelling, Blogs
• YouTube videos
• User generated
content – ratings,
reviews,
recommendations
New Customer Existing Customer Trust & Reputation
70% 30%
Digital-first brands spend up to 70% of their total marketing budget on
Digital marketing. 30% of that goes into Brand building.

18. To learn more: Book a FREE 1-2-1 Session with me
Visit: Mywisdomlane.com