Online jewellers get boost as e-tools click with shoppers

Be it due to the revenge shopping factor, festive fervour or pent-up demand, consumers are back to buying jewellery and this time, the buzz is in the digital space. Online jewellers are witnessing a standout year as first-time buyers from urban and semi-urban areas log on to buy jewellery this festive season to avoid stepping out.

Titan owned-CaratLane, one of the earliest movers in the space, has seen a 40% growth in traffic and 60% growth in online revenue as compared to last year’s festive period. “During the initial phase of Covid, business was largely driven by our repeat customers, but towards the second half, we started to see new customers browsing and buying online,” Avnish Anand, co-founder & business head, CaratLane, said.