Elevate your bling game with these expert tips for online jewellery shopping

Online shopping has transformed the way consumers explore, select, and purchase jewellery. With the ease of digital platforms, individuals can browse through a vast array of jewellery collections from the comfort of their homes.

Undoubtedly so, the youth is hooked to the seamless experience, diverse options, and customisation features that the retailers offer. However, buying jewellery has never been so seamless yet tricky at the same time.

Quirky, fast, exotic and statement-driven - these pieces of jewellery come in varied styles and options. While they manage to capture attention, the question remains: how authentically endurable are they?

New-age jewellery brands have overtaken the digital sphere and are bombarding us at tactical time slots. Punchy designs with a dash of elegance - it's tough not to fall into the temptation of buying them. While purchasing jewellery online clearly has its own advantages, it can also expose buyers to several risks and challenges.

To decode Gen Z and millennials' evolving tryst with digital jewellery shopping, Midday Online engaged in a conversation with Cherry Sahni, the creative head and co-founder of Diamondtree - a Mumbai-based digital jewellery store and Anushka Rathod, a finance content creator.

Why are a growing number of Gen Z and millennials purchasing jewellery online?
Sahni opines that the growing trend of millennials purchasing jewellery online can be attributed to several key reasons. Firstly, the convenience and accessibility of online shopping platforms allow millennials to explore a wide range of jewellery options from literally anywhere in the world, avoiding the hassles of physical stores.

Secondly, online retailers often offer competitive prices and attractive discounts, making jewellery more affordable for young buyers. Additionally, millennials value transparency and online reviews, which empower them to make informed decisions about their purchases. Social media also plays a significant role, as it influences trends and showcases unique jewellery pieces.

Lastly, the eco-conscious approach of some online jewellers appeals to millennials' desire to support sustainable and ethical practices.

What are the advantages of buying jewellery online compared to traditional stores for millennials?
Rathod shares, "Wider variety of options enables consumers to compare across brands before making a decision. Also, making a high-value purchase can be intimidating for some people. Therefore, buying jewellery online has a level of comfort and it comes without any judgement." For a generation as tech-savvy as the millennials, buying jewellery online clearly offers several advantages as opposed to traditional brick-and-mortar stores.

For instance, online shopping provides millennials with the convenience of browsing and purchasing directly from their smartphones. Moreover, online platforms frequently provide detailed product information, customer reviews, and price comparisons, empowering millennials to make well-informed decisions.

Brands may offer more competitive prices due to reduced overhead costs, enabling millennials to find attractive deals and discounts easily, adds Sahni. Customers also have the freedom to explore everything from traditional to contemporary, minimalistic to statement pieces, and even personalised creations. Virtual try-on options, detailed product descriptions, and customer reviews help buyers make informed decisions, bridging the gap between online and in-store shopping experiences.

Additionally, the online realm provides access to jewellery from around the world, enabling shoppers to discover unique and culturally diverse pieces that might not be easily accessible in local stores. Ethical sourcing and sustainability also play a pivotal role in online jewellery shopping, as consumers increasingly seek transparency in the production and sourcing practices of the brands they choose to support.

What are the potential risks or challenges that millennials might face when buying jewellery online, and how can they mitigate them?
Rathod shares a couple of practical tips to prevent online scams. "One of the biggest risks is not getting what you paid for in terms of purity of gold and specifications of diamonds or getting outright fake jewellery. Also, there might be some delivery mishaps so always take multiple photos of the parcel as you open the package to document if there is any damage to the goods or if you have received something else"

Purchasing jewellery online comes with its own set of several risks and challenges. Among those, the lack of verification of the product's materials and craftsmanship without physical inspection poses a major threat to successfully ascertaining the authenticity and quality of the jewellery being purchased. Additionally, there's also a greater risk of falling victim to online scams, where fraudulent sellers may take money without delivering the purchased item, shares Sahni.

To reduce these risks, it's imperative for millennials to research and opt for reputable online jewellery retailers that boast both positive customer reviews and verified authenticity guarantees. They should also look for secure payment options and ensure the website has an SSL certificate which can help in safeguarding their financial information.

Seeking recommendations from friends or family who have had successful online jewellery purchases can also prove to be helpful. Prioritising retailers with transparent return policies and warranties is crucial in case the product does not meet expectations. Staying vigilant and cautious throughout the buying process will help millennials minimise potential pitfalls when purchasing jewellery online.

Tips to ensure the authenticity and quality of the jewellery being purchased online
With the rise of e-commerce platforms and a vast array of choices available at your fingertips, making purchases, including buying jewellery, online is relatively easier than ever before. But, given the risk in the digital realm, it is essential for jewellery buyers, especially millennials, to consider the following factors that can help them negate modern-day challenges and make secure purchases:

Check for hallmarks: Look for hallmark stamps on precious metal jewellery, which indicate purity and quality standards. When it comes to gold, it is mandatory for sellers to sell gold which is hallmark certified. So, check for the 6-digit HUID code meaning Hallmark Unique Identification of the Gold you are purchasing. You can also verify the HUID on BIS CARE APP.

For diamonds, you can ask for a GIA or IGI certificate which will enlist all the details of the diamonds as certified from the institutes. You can then also verify the report number on GIA or IGI website.

Request certifications: Ask for certificates of authenticity, such as diamond grading reports or precious metal certifications, from recognised gemological laboratories.

Review the return policy: Ensure the seller has a fair and transparent return policy, allowing you to return the item if it does not meet your expectations.

Research the seller: Check the reputation and credibility of the online jewellery store. Look for customer reviews and ratings to gauge the satisfaction level of previous buyers.

Verify product information: Thoroughly read the product descriptions, specifications, and materials used. Legitimate sellers provide detailed information about their products.

Seek third-party opinions: Consult jewellery forums or communities to get unbiased feedback and recommendations on specific sellers or products.

Secure payment methods: Use secure payment options, like credit cards or trusted payment gateways, which offer buyer protection in case of any issues.

What are the essential factors millennials should consider before making an online jewellery purchase?
Before making an online jewellery purchase, millennials should prioritise factors such as the credibility of the seller, product descriptions, and images for clarity on design and quality. Checking the materials used and any certifications, understanding the return and exchange policies, ensuring secure payment options, and evaluating customer service responsiveness is crucial.

Privacy and security measures, shipping details, and authentic customer reviews also play a significant role. Lastly, considering warranty, certification and comparing prices across platforms ensures a confident and secure online jewellery shopping experience, adds Rathod.

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