Hiral's guide to online shopping perfection
After quitting her nine-to-five job as an accounting executive, Hiral turned her attention to her passion for designing jewellery. Her goal was to take on the large jewellery brands by creating an online buying experience that imitated the in-store experience.
"Buying jewellery isn't about the physical product, it's about the memory it creates."
Hiral Krupesh, Co-founder and Creative Director at Carat Craft
The buying journey begins when a customer walks into a jewellery store. The jeweller gives a dramatic backstory to each piece, letting you know the stone's origin and the number of carats. They let you try on combinations of jewellery and different ring sizes, making sure you get the perfect fit. Perhaps even theatrically holding gemstones up to the light, inspecting them with a sophisticated-looking magnifying tool.
It's difficult for jewellers to replicate that experience online.
However, Hiral noticed the online shopping boom taking over other industries and wanted to make it work for jewellery.
After quitting her nine-to-five job as an accounting executive, Hiral turned her attention to her passion for designing jewellery. Her goal was to take on the large jewellery brands by creating an online buying experience that imitated the in-store experience.
Seven tips to make your online experience sparkle
1. Design approval
Picking the right design is the single most important aspect of buying jewellery. And that is a lot harder online than instore. Hiral's team tries to recreate that instore experience with a thorough design approval procedure. They share videos and pictures from every angle to familiarise the shopper with their piece to ensure satisfaction.
It allows the shopper to see levels of details in the jewellery that they wouldn't be able to see with the naked eye. This step is important to reassure the customers they are getting exactly what they want, and gives them an experience that replicates holding the piece in their hands at the store.
2. Easy navigation
It is important to make it straightforward for customers to find the pieces they want since there is no person behind the counter to guide them to their purchase. This is especially important for jewellery purchases since each piece has several iterations of stones, metals and sizes they can be.
A simple navigation bar, with effective product filters and similar items, makes it easy for customers to find exactly what they want.
3. Reasuring reviews
Having verified reviews from real customers is a proven way to build trust with your shoppers. Hiral has included the customer's real name and the piece they bought to show they're authentic. Reassuring shoppers is especially important online since the customer can't asses the quality in real life.
4. Omnichannel presence
Despite starting their shopping journey online, customers often want to see their high-value purchase in person before committing. Carat Craft set up a kiosk in a convenient location for customers to ask any further questions and get more detailed expert advice before buying.
Allowing the customer to shop in the way they feel the most comfortable will lead to your retail success. Realising that each customer is different and creating a way for them to finish their journey has been key to Carat Craft's success.
5. Sizing guide and free returns
In the jewellery industry sizing can be a significant blocker to online purchases. Whilst there is no replacement for trying on the ring for yourself. Hiral has helpful guides available to reduce the uncertainties of buying online.
Carat Craft also has a 10 day no questions asked returns policy to allow their shoppers to try on their items before committing to their purchase.
6. Quality content
Just as it's important for your brick and mortar store to look good, it's important for your online store to look the part. Having professional content on your website will immediately make shoppers feel at ease buying from you.
Think about what is important in your own industry. In jewellery, the first thing shoppers want is to see what the piece looks like when it's on, that's why for each listing there is a photo of the ring both on and off a hand.
7. Delivery transparency
Shoppers are impatient. Shopping instore allows them to take their purchase home with them, then and there. When shopping online, shoppers want quick and transparent delivery dates and costs.
It also helps to be precise with the delivery date to let customers know there is a well-thought-out process after they order.
Of course, there are going to be customers who will only ever buy jewellery online, but that's ok. What Carat Craft has created is an experience that feels authentic and true to what the jewellery buying experience should feel like. Buying jewellery is special and so the buying experience should match.
Check out Carat Craft's website and follow them on Instagram for their latest updates.