Taking e-commerce to another level: Meet a clutch of affluent Indians who are buying diamonds online

Electronics, books, music, flowers are some of the more popular online shopping categories, but how many devotees of e-commerce would be willing to fork out a crore or so to purchase jewellery?

Kapil Hetamsaria, co-founder and chief executive of VelvetCase.com, a marketplace for fine jewellery in India, believes there are quite a few willing to do that, and gives the example of a recently-executed order for bridal jewellery worth Rs 1.4 crore. “As an online marketplace for jewellery, we take care of all our customers’ needs from ready-to-wear contemporary designs to custom-made pieces.

For large bridal orders, we provide a concierge who is like a relationship and asset manager,” says Hetamsaria. VelvetCase has on board a large number of in-house designers from around the world and provides a platform for not just jewellers and retailers, but also for exclusive designers and their private labels. Read More…