Jewellery is India’s highest-value ecommerce category — but also the most trust-sensitive. Customers spending ₹5,000-50,000 on jewellery online need absolute confidence in quality, authenticity, and returns.
Legal Requirements
BIS Hallmarking (Mandatory)
Since June 2021, gold jewellery sold in India must carry BIS hallmark with HUID (Hallmark Unique Identification). This applies to online sellers too. Selling non-hallmarked gold jewellery is illegal and attracts heavy penalties.
- Register with BIS as a jeweller
- Get all gold items hallmarked at a BIS-recognized assaying center
- Display HUID number on every product listing
- Cost: ₹35-45 per article for hallmarking
GST on Jewellery
Gold jewellery: 3% GST. Artificial/fashion jewellery: 5-12% GST depending on material. Silver: 3% GST. Diamond-studded: 3% GST (gold portion) + separate rates for stones.
Building Trust Online
- Certification display — Show BIS hallmark certificate, purity guarantee, and HUID on every product page
- 360° product photography — Video showing every angle. For high-value items, this is non-negotiable.
- Live video consultation — Offer WhatsApp video calls where a sales associate shows the piece under natural light
- Generous return policy — 15-30 day return with free shipping both ways. For jewellery, trust > margin protection.
- Insurance in transit — Insure all shipments. If a ₹20,000 piece is lost, you can’t absorb the loss.
- Reviews with photos — Customer photos of jewellery being worn are the #1 conversion driver
COD Challenges for High-Value Jewellery
COD on ₹10,000+ jewellery orders creates massive RTO risk. Solutions:
- Partial prepaid — Customer pays 20-30% upfront, rest on delivery
- IVR verification mandatory for all COD orders above ₹5,000
- Video proof of packaging — Record every high-value shipment being packed
- Tamper-evident packaging — Sealed boxes that show if opened
Marketing Channels for Jewellery
| Channel | Best For | Expected CAC |
|---|---|---|
| Instagram (organic + ads) | Fashion/artificial jewellery, ₹500-5K range | ₹150-400 |
| Google Shopping | Gold/diamond, search-driven buyers | ₹200-500 |
| Design inspiration, bridal jewellery | ₹100-300 (long cycle) | |
| WhatsApp catalog | Personal selling, high-value pieces | ₹50-100 (lowest) |
| Exhibitions + pop-ups | Building trust for online conversion | Varies |
At Growww Tech, we help jewellery brands build trust-optimized online stores with secure checkout, COD management, and conversion-focused design. Let’s build your jewellery brand online.
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