Amazon, the E-tailing giant has brought together top traditional jewellery retailers in India like Orra, Tara Jewellers, Mehrasons Jewellers, Gitanjali Jewels, Rose Group and others, on to its Indian online marketplace. Several retailers have entered into an exclusive tie-up with Amazon India.
Amazon.in says it would be the largest online fine jewellery marketplace, with close to 23,000 product styles. The estore will retail precious metals, gem stones, birth stones, and will also have a dedicated section that would cater to kids' jewellery and conflict-free diamonds.
"Two years ago it would have been tough to convince traditional jewellery retailers to bring their products online, as they had concerns about their designs getting copied. Now they are driven by the fact that ecommerce gives them a wide pan-India presence," said Vikas Purohit, head of fashion, at Amazon.in.
Start-up internet jewellery ventures Caratlane.com and Ratan Tata backed Bluestone.com will also be part of Amazon India's fine jewellery marketplace.
Traditional jewellery retailers see online as a complementary revenue channel to their offline initiatives.
Aruna Gaitonde, Editor in Chief of the Indian Bureau, Rough&Polished
