The Rise of Omnichannel Strategies in the Jewellery Industry

The jewellery industry has long been rooted in tradition, craftsmanship, and personal touch. However, as consumer behaviour evolves, the way jewellery is marketed, sold, and experienced is also transforming. Today’s customers expect a seamless experience across all touchpoints—whether they are browsing online, visiting a store, or engaging with a brand on social media.

A McKinsey report states that by 2025, e-commerce will account for 18-21% of the global jewellery market, nearly doubling from 12% in 2019. Additionally, 60% of luxury shoppers engage with brands through multiple touchpoints before making a purchase. This shift has made omnichannel retailing a necessity rather than a luxury for jewellery brands and retailers.

What is Omnichannel Retailing? Omnichannel retailing is an integrated approach that connects all customer interactions—online and offline—to create a unified shopping experience. Unlike multichannel retailing, which operates different sales channels independently, omnichannel retail ensures that every touchpoint, from e-commerce platforms to physical stores, works together harmoniously.

For the jewellery industry, this means that a customer who starts their journey by browsing a website should be able to seamlessly continue it in-store, receive personalised recommendations, and complete the purchase through any preferred channel—whether online or offline.

The Key Drivers of Omnichannel in the Jewellery Industry

1. Seamless Integration of Online and Offline Channels Jewellery retailers are moving towards a more integrated retail model where online and offline channels complement each other rather than operate separately. Some of the key integrations include:

• Click-and-Collect & Try-Before-You-Buy: A report by Think with Google found that 73% of customers prefer brands that let them browse online and buy in-store. Brands like Tanishq and Kalyan Jewellers have implemented virtual appointment booking and in-store pick-up options, making shopping more convenient for customers.
• Real-Time Inventory Management: Leading retailers are using AI-driven inventory solutions to allow customers to check stock availability across stores before visiting.
• Omnichannel Customer Support: Retailers like Malabar Gold & Diamonds offer WhatsApp shopping, where customers can chat with sales representatives, get product recommendations, and make purchases—all within the messaging app.

2. Enhanced In-Store Experiences Through Digital Innovation

• Physical jewellery stores are no longer just places to buy jewellery—they are evolving into experiential hubs that engage customers on a deeper level. Some of the innovations shaping this transformation include:
• Augmented Reality (AR) & Virtual Try-Ons: A study by Snap Inc. and Deloitte found that nearly 60% of shoppers prefer brands that offer AR experiences. Brands like CaratLane and Blue Nile have implemented AR-powered try-ons, allowing customers to visualise jewellery pieces on themselves before making a purchase.
• Interactive Displays & Smart Mirrors: Brands like Tiffany & Co. and De Beers have launched smart displays where customers can explore collections, understand craftsmanship, and customise jewellery in real time.
• AI-Powered Personalisation: Retailers like Pandora use AI-driven insights to offer personalised jewellery recommendations based on past purchases, preferences, and browsing behaviour.

3. The Role of Social Commerce in Jewellery Retail Social media is no longer just a marketing platform—it has become an essential sales channel for jewellery brands. Consumers today are discovering and purchasing jewellery through Instagram, Facebook, and WhatsApp. Key trends include:

• Shoppable Posts & Live Selling: A report by Statista predicts that global social commerce sales will reach $2.9 trillion by 2026. Brands like Mia by Tanishq and Melorra regularly use Instagram Live to showcase collections and drive real-time sales.
• Influencer & Community Engagement: Jewellery brands are increasingly collaborating with micro-influencers and industry experts to showcase styling tips and product features.
• User-Generated Content & Reviews: Studies show that 92% of customers trust recommendations from real users over brand advertisements. Leading brands are encouraging customers to share their jewellery styling photos, which are then featured on the brand’s social media pages and website.

4. Efficient Product Information Management (PIM) for Omnichannel Success One of the biggest challenges for jewellery retailers is maintaining consistency in product information across multiple sales channels. A well-structured Product Information Management (PIM) system ensures that:

• Product details are uniform across websites, social media, and in-store catalogues.
• Price updates and promotions reflect instantly across all platforms.
• Large collections are managed efficiently, making it easier for customers to find their desired jewellery pieces.

5. Personalisation & Loyalty Programs for Long-Term Customer Engagement Luxury and fine jewellery purchases are deeply personal, and brands that offer tailored experiences stand out in the competitive market. Some personalised omnichannel strategies include:

• Bespoke Jewellery & Customisation Options: Brands like Tiffany & Co. and Harry Winston allow customers to customise engagement rings and fine jewellery through both online and in-store consultations.
• VIP Shopping Experiences: Retailers like Tanishq offer ‘Golden Harvest’ programs, where customers can pre-book jewellery designs and enjoy exclusive in-store experiences.
• Loyalty & Membership Programs: Zales’ Diamond Card and Blue Nile’s VIP Rewards program offer discounts, early access to collections, and personalised recommendations to repeat customers.

The jewellery industry is at a crucial turning point where digital transformation is no longer an option—it’s a necessity. The brands that will succeed in the future are those that:

• Offer a seamless and personalised customer journey across all channels.
• Leverage technology like AR, AI, and social commerce to enhance the buying experience.
• Focus on community-driven strategies to build trust and long-term relationships.

As omnichannel retail continues to evolve, jewellery retailers must embrace a holistic approach that blends digital convenience with in-store luxury. The future belongs to brands that can create exceptional shopping experiences, whether online, in-store, or across multiple touchpoints.