When thinking about shopping for jewellery, the first image that comes to mind is a fancy store full of glitters and sparkles, with hordes of beautiful jewellery on display and smiling salespeople standing behind these. But in this digital era, this image is undergoing a gradual and much-needed change. The experiences definitely differ in both these cases, and so do the considerations.

While there are no strict rules as to what is right and what is wrong when it comes to shopping for jewellery, getting it online may have some more steps added to it. And while getting yourself clothes and food online may have become a routine exercise, jewellery definitely costs more and therefore, needs additional layers of trust and security. Shopping for jewellery online certainly comes with its own set of concerns and apprehensions. But by adhering to the below-mentioned factors and practices, you can ensure yourself a great online jewellery purchase experience!


Buying jewellery calls for a significant investment to be made, and trust factor certainly weighs a lot. Even experts assert on how trust is the most valuable commodity in the jewellery industry. And when it comes to shopping online, it may seem to be outside of your comfort zone for an obvious reason of trust. Therefore, you should have a clear idea of where you are buying your jewellery from. It need not be a well-established or renowned brand, but it should have all the necessary certifications.

For instance, in India, hallmarking of gold is regulated by the Bureau of Indian Standards (BIS), while the verification of diamond is done by institutions like Gemological Institute of America (GIA) and International Gemological Institute (IGI).So, make sure that all these hallmarking and certifications are transparently displayed alongside the product before adding it to your cart!


One of the most basic don’ts for online jewellery shopping is to not give in to your impulses. You certainly do not have to be a gemologist in order to do a good research. With the powerful tool of internet available in your hands, understanding the basics has become as easy as getting yourself a coffee! Make sure that the brand is accredited, and standards like the classic 4 Cs (colour, carat, cut, clarity) for diamonds or the purity for gold are being duly met with.

Moreover, you should definitely skim through the reviews and ratings before making a purchase. Most of the brands have peer and customer reviews displayed on their website, and a quick Google search can help ascertain it further. Take your sweet time delving into the reviews and ratings, and make sure you have done a thorough research before zeroing in on jewellery online.


With hordes of varieties and tempting deals available when shopping for jewellery online, people often get overwhelmed and tend to turn a blind eye to the finer details like shipping charges, warranties, and return policies, etc. While these may seem minor, such details can bring about a whole lot of difference to your purchase experience. For instance, you fell in love with a ring that you came across online and purchased it right away. While the design was as precise as it could possibly get, the size turned out to be an issue. And the brand’s resizing/exchange policies were so ambiguous that you were left with no choice but to give your beloved ring away instead.

To avoid such a misfortune, you should always go through the cancellation, return, refund, and exchange policies before deciding upon your purchase. After all, it is your hard-earned money, and your indulgences should never come with a compromise!


With all the above-mentioned factors checked, the next step is to ensure that the brand’s delivery rules and routes are transparently laid out.Check how long it will take for the jewellery to be delivered before investing your money in it. The last thing you would want is to ruin the perfect surprise you planned for your friend on her wedding, with the gift being delivered to you after her honeymoon!

Additionally, check if the brand’s policies are in your favour when it comes to cases like the jewellery being lost in transit. Many online brands these days have modes like online tracking available for an enhanced customer engagement. Such features allow you to have a real-time record of where the product is at the moment simply by entering your order number on the portal, thereby ensuring that the delivery is being done just right!


When buying jewellery online, the experience you had in its entirety is what ultimately matters. Therefore, you should go for a brand that provides you not just with the jewellery but also with an experience that would make all that hassle worthwhile. From the beginning where you can avail features like Try at Home, Virtual Look, etc. to the very end, where the product is delivered just the way the tracker stated—and perhaps even beyond! It is always fun to buy new jewellery, and what better than swearing by an online brand that provides attractive cashbacks and discounts, reference and loyalty points, lifetime exchange, and other such wonderful personalized shopping experiences!

( Rupesh Jain, Co-founder, Candere acquired by Kalyan Jewellers )