How Fynd Storefront helped Reliance Jewels build trust in online jewelry shopping

Reliance Jewels stands among India's most trusted jewelry retailers, known for craftsmanship and lasting trust.

They wanted to sell something personal entirely online not just a catalogue with a checkout button. The real challenge: shoppers need to trust buying jewelry they usually want to see and hold and the retailer needs pricing that updates daily with gold rates, which regular stores cannot handle. 

Reliance Jewels aimed to bring this trust-based category online. Fynd helped build the platform to make it work.

The problem: a category that had good reason to stay offline

India’s jewelry market is mostly offline, for good reasons:

A category built on trust that’s hard to digitize

Jewelry is costly and personal; buyers want to see and touch it before buying. A regular e-commerce site would not close that gap.

Far behind other markets

India’s jewelry online shopping lags behind markets like the US and China.

A conversion gap

Shoppers who buy easily in stores drop off sharply online.

Complexity 

Jewelry needs many variants and pricing linked to gold rates- things a standard product page can’t handle.

The solution: a platform built specifically for how jewelry gets bought

Reliance Jewels worked with Fynd to build a special platform - website and app made for personalized jewelry shopping, not just another category in a marketplace. It uses Reliance’s strong trust from other businesses and builds the shopping experience around it.

Personalization for each shopper

Custom marketing and recommendations, powered by Algolia and Dynamic Yield.

Product detail like an in-store visit

Variants for size, weight, purity and metal, full pricing breakdowns and buying guides for new online jewelry buyers.

Delivery matching the value

Fast, free delivery with special care for valuable items, plus return policies matching buyer trust.

Search and discovery by Algolia

Powers search and listings, with plans for more personalization.

Pricing tied to gold rates

A special pricing engine updates prices with gold, plus a promotions engine handles discounts.

Payments and fulfillment integrated

JioOne Pay for payments, HOV for delivery and RRA for inventory.

Support for a high-trust purchase

Kapture manages customer support and CRM, with a Haptik chatbot and Segment for customer data.

Clear ownership

Fynd handles storefront, app and order management; Jio One manages payments; analytics is shared.

The impact: what changed for the Reliance Jewels shopper

No post-launch data yet, but the platform changed the shopping journey:

One sign-in, everywhere

Shoppers sign in once for the web and app with Single Sign-On.

A full boutique experience online

Browse collections, compare products and choose detailed variants.

Pricing shoppers can trust

Live gold rate pricing is shown fully on every product page.

A purchase tracked start to finish

Invoices, tracking and easy returns like in a physical store.

Jewelry was one of the last big categories to stay offline, for good reasons. Reliance Jewels did not force it into a generic online store but built a platform shaped around how jewelry is really bought with detail, live pricing and trusted service.

Ready to bring that trust to your online store?

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