Velvetcase.com Offers Custom Jewelry Design Using Hybrid Store Approach

Online Jewelry portal Velvetcase.com is attempting to offer a new direction to selling ornaments online.

By offering the freedom to redesign or customize jewelry on their own, Velvetcase is trying to create a niche in the jewelry market which has hereto being governed by standardized designs produced in large numbers offering little personalization.

Selling jewelry online is certainly very tricky owing to the multiple choices and personal preferences of the customers. Popular portals like JewelsKart and others are clearly aware of the market variations that need to be met on a daily basis. Apart from the customization, these companies have to assure their customers about authenticity and certifications as well.

Velvetcase has adopted a very interesting approach that cleverly mimics the in–store experience of trying–on the jewelry and combines the convenience of shopping on a computer. Moreover, being centralized, the portal is easily able to reduce overheads and currently claims to offer jewelry from across the world at prices that are about 30–50% cheaper than retail.

The company has chosen to combine online and in-store purchasing by helping the customers discover and then customize the jewelry online, while allowing them to complete the transaction in physical stores. This helps builds trust in a segment that usually involves large purchases, which, in virtual world is commonly referred to as large ticket items, explained Kapil Hetamsaria, Co–founder Velvetcase.com,

“Customers are comfortable looking at designs online, doing their research and short listing their favorites. For closing the transaction, they need to meet and speak to someone in person and take the buying decision forward,”

Taking the technological approach a step further, Velvetcase allows live interaction with designers and experts in the field. However, the most appealing concept will have to be the Augmented Reality (AR) feature that allows customers to ‘try–on’ the jewelry before making any purchase and then once again after customization. This clearly saves a lot of time and allows customers the confidence to purchase jewelry online.

Multiple market segments like Jewelry, which include clothes and other accessories can certainly benefit from AR driven interface. While the experimentation has begun, it could be a matter of time, when such features could be mainstream. What do you think?

Source | techcircle

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