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‘E’ Way…
Online selling of diamonds
By: Diamond World News Service
Oct 27 2016 10:54AM
Reference: 13557  

Not just retailers but a lot of leading diamond players have opted for online-selling of loose diamonds. This trend is fast picking up with more and more companies going the ‘e’ way and hence to know first-hand experiences, Kunjal Karaniya spoke to few biggies who have strongly ventured into the online space.

    Why Choose Online?
Ghanshyam Dhalokia : Online selling helps reducing order processing costs, customer orders can automatically come straight into your orders database from the website. Online sales help us target a wider audience and give us the freedom to cover as many countries as possible. We can reach a global audience, thereby increasing sales opportunities. The online sales have been approximately 35per cent of our total sales, shows growth of 23per cent in year of 2015-16.

Rajesh R. Shah : First, it is fine to sell online, but it is not a simple process. Our trademarked and standard process of selling online started in 1997. We were the first to sell diamonds online and were the first to come up with a process that allows our customers to trust what we sell is exactly what they expect. In fact recently we ran a challenge to see how people felt about our online systems and 9 out of 10 diamond experts who took the challenge agreed that viewing diamonds online with Venus Jewel was just as good as physically seeing the diamond in front of them.

Howis this possible? It is because we evaluate each diamond through 21 parameters and 400 sub parameters, which gives our customers the understanding of exactly what they are purchasing. It is fine to say “we sell diamonds online” what is important to say is that the entire sales process from viewing to understanding is done online without any physical inspection of the diamond with no returns. That is how we sell our diamonds. More than half of our entire production is sold online to our global customer base.

Rajesh Lakhani : For us at Kiran Gems , customer is our focus.We have world class sales offices across the globe where customers are served top class. We have tried and extended that super buying experience for all our customers through our web portal- www.kirangems.com. Customers can check each and every detail of diamonds online. We have increased grading parameters over the standard ones available from the labs. For the look and feel purpose, we have videos of the diamonds. This has enabled customers to take business decisions at his own premises, with exactly no waiting time. Other policies of Kiran Gems online module go further in this empowerment of customers- viz- One Price Policy, delivery policy and others. The point is that both the ways are of doing business- and both are good. With online we provide the customer our office convenience over his/her Laptop or Mobile. Our web portal provides a greater flexibility to our customers with respect to the time and location of doing business with us. Our availability is 24x7 for our customers of certified diamonds.

    Is Trust the only Challenge?
Ghanshyam Dhalokia : Challenges are many. To buy through internet, the first challenge is establishment of our credentials as a genuine trustworthy company. We have all the required documents and the company history available online to our clients. Secondly, the acceptability of our idea of fair and fixed price and thus elimination of bargaining helps. This was initially difficult but over a period of time customers realized the benefits of Fair and Fixed price and even though new customers still resist, we are able to convince them as this has become well stabilized now. Also, we have a diamond video on our website which can be zoomed in which has all the inclusions and specifications thus making the purchase easier. Our diamonds are certified from any of the following: Gemological Institute of America, International Gemological Institute, H o g e R a a d Vo o r D i a m a n t, European Gemological Laboratory and National Gemstone Testing Centre.

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