Why Are More People Choosing Online Jewellery Stores Today?

A decade ago, shopping in jewellery stores meant you had to take some time off your busy schedule and wait in a long queue, debating endlessly with the sales guy before picking a jewellery piece. However, times have changed now, and the digital world has taken over every aspect of life by storm. 

The digital wave that transformed the shopping of everything from groceries and fashion accessories to electronic gadgets is now reshaping how people buy high-end gold, platinum and diamond jewellery pieces online. 

Many online diamond retailers have jewellery stores that you can visit in person to know how your lab diamond piece looks in real time. Head to Omex Mall in Chandni Chowk to explore Friendly Diamonds’ Delhi store for a seamless blend of digital convenience and in-person experience.

So, the big question remains: Why are more shoppers choosing online stores over traditional jewellery stores in India?

Table of Content

• What Sparked the Evolution of Showroom to Screen? 
• Why Is Jewellery Shopping Going Digital? 
• Conclusion
• FAQs on Online Jewellery Stores in India

What Sparked the Evolution of Showroom to Screen?

Certified gold and diamond jewellery entered the online landscape way back in the early 2000s. However, people were a bit skeptical about buying jewellery online because the stakes were high and no one was ready to take the risks. Therefore, they preferred walking in a store, for it was a safer option. Nevertheless, everything changed in the last decade because innovations like virtual try-ons and 3D visuals made buying from an online jewellery store a completely different ball game. The comfort level and shopping ease are constantly making people prefer the online route with each passing day. There is a lot more than comfort and ease to the story, which is making them click rather than step out. We will uncover all these reasons in this blog.

 

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Why Is Jewellery Shopping Going Digital?

Generational Shift

The millennials and Gen Z have a different take on ornaments than the earlier generations. Here is what makes them different: 

They do not just want jewellery for special occasions like marriages, engagements and milestones, but they are also on the lookout for accessories that can integrate into their everyday life and showcase their unique style and identity.

Even their special event jewellery is not supposed to be just one-time wear but something that they can flaunt daily. 

Minimal yet extravagant pieces entice them more and that has even boosted the demand for lab-grown diamonds, which are priced at a lower price and still have the same sparkle and qualities as mined diamonds.

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Endless designs at your fingertips

An online jewellery store in India, like Friendly Diamonds, gives you the freedom of having multiple selections to go with. For example, we offer the following options for lab-grown engagement rings: 

10 different choices of engagement settings of lab-grown diamonds like solitaire, halo, three Stone, pavé, hidden halo, etc.

Metal choice as per vibe from platinum to different gold alloys that suit your skin tone, aesthetic and skin choice, like platinum, yellow, white and rose.

Carat sizes, clarity, colour, and engraving are some of the options that you can explore.

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If you consider merging these styles, there will be hundreds or even thousands of possibilities. Such options are not available in a traditional jewellery store in India.

Option of choosing accessible luxury

Any traditional jewellery store in India will sell you mined diamonds or even moissanite that are exorbitantly priced. There are very few of them that sell lab-grown diamonds. These diamonds have the same characteristics as the natural ones and even the certification body is the same. The major differentiator is only the price. 

Let’s take an engagement ring of 2-carat round cut and VS1 clarity to understand the difference. 

The lab-grown diamonds will cost around 120,000 Rs, while the mined ones will cost 1,000,000 Rs.

A traditional jewellery store in India has to incur the following expenses: 

Rent that would be premium if it is in a posh locality.

Entertain walk-ins in the nearby area.

Electricity, water, internet, air conditioning and other utility bills, among others. 

Revamp the store from time to time.

Online jewellery stores do not have to incur the above expenses and cater to a global audience, which gives them an upper hand in providing discounts and better offers in festive seasons.

Quick comparisons

Offline jewellery outlets have a limited stock to show because they have to make the designs and keep them on display, which the sales executive explains and that is a very time-consuming process. 

In contrast to this, online jewellery stores like Friendly diamonds 

Inculcate several designs. 

Feature to effortlessly compare design at a glance

Zoom-in features.

Multiple angles to decide the jewellery you choose.

Virtual try-on feature.

Filters to sort pricing, metal type and style.

create your own earrings

Elite Services

Online jewellery stores like Friendly Diamonds have the following exclusive services: 

A 15-Day Returns policy.

Lifetime warranty.

Free Engraving.

Free ring resizing.

Varied payment options.

The above facilities are not available in a traditional shop that sells ornaments.

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24/7 Jewelry Shopping Access

A traditional jewellery store in India has fixed work hours, which clash with their time of job or business, which makes it difficult for working professionals to visit the store. This also causes an inconvenience when a person wants jewellery urgently. On the other hand, one can browse a reputable website at any time and there will be online assistance available and facilities that will make the shopping process simpler. 

Convenience

Online jewellery stores are just a click away, and you can browse freely, taking your own sweet time with a variety of designs to take your pick. On the flip side, you have to take time to go to a store, which could be crowded during the festive season. During such hours you might have to make a hasty decision without going through all the designs, which are also comparatively limited. Therefore, there is a high chance that you might end up regretting the product that you chose. 

Possibility to craft it your way

Most of the online jewellery stores that sell silver, platinum, gold, natural or lab-grown diamond adornments online provide the facility to not only customize regular rings, earrings and pendants but even bespoke fine jewellery and high-end jewellery which is not possible for traditional jewellery stores at the same scale as the online ones. 

See Store Ratings Across Platforms

Offline jewellery stores in India have reliable reviews only on certain review platforms; however, the authenticity of online reviews might be questionable. 

Alternatively, along with Google My Business, there will be authentic reviews on Trustpilot, which has unfiltered reviews that are verified with purchase history and traditional jewellery stores are usually not registered on such platforms.

Omnichannel approach

Even the websites that sell jewellery online have an offline store for the client; for instance, Friendly Diamonds has an offline store in Delhi’s Omex mall, Chandni Chowk, to cater to clients who want to see lab diamond jewelry in person. We also offer them a one-on-one personal experience and expert advice in our store and they also have the option to make adjustments.

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Conclusion

An online jewellery store in India like Friendly Diamonds makes handcrafted, customised lab-grown jewellery that is convenient, transparent and tailored to the modern world. We provide 400+ designs just for engagement rings. Moreover, the designs are valued for money, and the online jewellery stores also provide lifetime warranties, free engraving, and 24/7 access, which makes them a better option than traditional stores selling jewellery. The variety, savings, convenience, and customization make them all the better than offline stores. These are the major reasons why people are embracing online jewellery shopping with open arms.

FAQs on online jewellery stores in India 

How to check if my lab-grown jewelry is real?

Friendly Diamond provides GIA and IGI-certified diamonds, which prove that the diamond that you have bought is authentic. They are some of the largest gem-certifying institutes that are accepted around the world. 

What path should a person choose from online or offline jewelry stores

As discussed above, online jewellery stores in India can be the better choice if you want to save time, want loads of styles and more discounts and are looking for a convenient way to buy your ornaments for both regular and special events. 

What is the return timeframe for online jewellery stores in India

The return time of Friendly Diamonds is 15 days, which allows you a window to inspect your product thoroughly.

Is it safe to make expensive jewelry purchases in online jewelry stores

It is completely safe to buy jewellery online if the website is as reputable as Friendly Diamonds because we:

Ensure complete safety of personal and financial data of the website visitors and clients.

Provide certifications for their lab-grown diamonds.

Have complete information about them and various important policies like return policies.

Positive reviews across review platforms and even social media.

Which is more trusted — online or offline jewelry shopping

Even though a traditional jewellery store in India is more trusted with the technological advancements and the convenience that online stores offer, people are counting on online stores as well. The market, which was just about 15% of online purchases in 2025, is supposed to go up to 25% in the coming years.

Choose Friendly Diamonds for a Friendlier Tomorrow!