Trends come and go, but tradition is something India is deeply associated with. And talking about tradition, jewellery definitely tops the list in every Indian family. The love for all kinds of jewellery and the fact that India is counted among one of the fastest growing economies in the world, acts as a perfect combination. This inturn creates an interesting market for jewellers like Kapil Hetamsaria, who wish to cater to the jewellery needs of modern India, by perhaps adapting the road less taken – a combination of jewellery and technology called the ‘Velvetcase’.

Co-founded by Runit Shah, Velvetcase aims to provide a customised and transparent jewellery buying experience to its customers through its online and offline platforms. Built with a hassle-free and user friendly portal, it provides a high-resolution 360 degree view of all its products that will help understanding the designs better. The products are exclusively designed while considering the customers’ requirements in terms of material, cost and design.

An added feature to the portal is the Velvetcase app with an in-built electronic mirror. The app enables a person to  style and suit themselves with the jewellery on the website, before they plan on buying it.

“Our brand focuses on keeping in track with the changing trends. With a growing awareness of international trends and fashions in India, more and more people want designs and varieties of the global fashion and that is what we offer,” Kapil Hetamsaria mentioned. “Velvetcase is all about what the customers see and buy. The brand wishes to surpass all others with best possible customer experience, which has always remained our main focus,” he further added.

With over 1000 designs that are hand-picked by global experts in the trade, Velvetcase boasts of  their uniqueness attained through a combination of metals and jewels. It also provides a jewellery personalisation process like no other. Any buyer can send their designs to Velvetcase and get it designed by their personnel at their manufacturing facilities. “For example, if a customer wants a particular design that costs more than what he/she is ready to pay, we customise it accordingly,” Kapil explains.

With prices ranging from `1,000 to `3 lakh, the website also has jewellery categorised for different occasions, be it a wedding, a party or as a gifting options. From diamonds to pearls and uncut diamonds, Velvetcase also has collections designed in antique and other precious stones. The portal also has tie-ups with leading jewellery brands in India and the world, inlcuding Tiffany, Harry Winston, Tanishq, Kays and Saks Fifth Avenue.

Their target market being the trendy and fashion conscious India, the brand hopes to establish itself in the “revolving market of India,” as the jeweller puts it. The founder adds that the brand’s exclusivity in designs and transparency that separate it from others in the market.

Kapil adds that the company stands on three pillars – information, intelligence and integrity. “Buying jewellery is unlike a normal shopping experience. It’s costly and therefore requires more attention and knowledge. Hence, we believe in providing the customer with all the details and transacting through a transparent procedure.”

Not limiting it to just an e-commerce website, the makers of Velvetcase have also a section called the Learning Guides, where one can learn about diamonds, the manufacture of different kinds of jewellery, tips on how to chose the right kind of jewellery and also about how to keep your collection glittering forever.

For further details, log onto www.velvetcase.com/home

source: http://www.newindianexpress.com / The New Indian Express / Home> Cities> Hyderabad / by Rohitha Edara – Hyderabad / May 14th, 2013