Visit any jewellery store and you can see blushing brides to be surrounded by their family and sometimes even the bridegroom, trying on her wedding jewellery one by one to the accompaniment of approving and disapproving voices.
But in an age where online shopping has become the norm with smart phones providing easy access to any product under the sun, young couples are now opting to buy their wedding jewellery, especially their wedding bands and mangalsutras, online without the involvement of their parents or elders. Cashing in on this opportunity, a lot of leading jewelry brands have launched sites that cater exclusively to the wedding requirements of couples.
For couples in long distance relationships or those who are finicky about their choice of jewellery to don on their wedding day, the online medium becomes a preferred route. Kerala is among the highest consumers of gold and the trend of buying wedding jewellery online is slowly but steadily seeing an increase in the state.
Aakrosh Varma, the VP Merchandising of Blue Stone Jewellery, says that though the brand has a high penetration in urban markets, the traditional close-knit nature of the family system in Kerala does provide a challenge though not an insurmountable one. He states, “The sale of mangalsutras and wedding bands are seeing an increase and the main reason is the large number of design options available to the customers especially the young couples who want contemporary designs. The added advantage is to customise your wedding bands or mangalsutras. We are seeing a lot of joint purchases with both the bride and bridegroom involved in the online purchase.”
Most couples do a thorough research on trendy designs to sport on their special day before making their choice online. Dr Sobasree Reji from Kottayam who made a purchase of her mangalsutra online from Blue Stone mentions that it was the options in designs that attracted her. She says, “The options in ‘thalis’ and rings are not much in stores. I had a particular design in mind for my mangalsutra and I found that online. The convenience in payment and the cash back facility is an added attraction. I have now ordered a ring online.”
For those couples sceptical about the security or authenticity of the wedding jewellery, there are a lot of payment options available including a 30-day cash back policy if the couple finds the jewellery unsatisfactory.
One of the biggest players in the gold jewellery market —the Joyalukkas brand — has also strengthened its online presence. Joy Alukkas, the Managing Director of the brand, agrees, “There has been an increase in the number of couples buying wedding rings and mangalsutras the online way. In an age when young men and women are selecting their own partners they would prefer to select their wedding rings and mangalsutras too by themselves. I think we should change with the times and accept and respect the wishes of the couple if they desire to choose their wedding bands or mangalsutras online.”
Adapting and evolving with the changing habits of the customers, Malabar Gold too is fortifying its online presence. M.P. Ahammed, the chairman of Malabar Gold, agrees that Keralite brides and grooms are choosing their wedding rings and ‘thali’ malas online.
He says, “The paucity of time among youngsters to physically go to the store and the convenience of sitting in your home and choosing what to don on your special day is an attraction. Seeing the increase in shopping for jewellery online we are planning to concentrate on the e-market.”
