Gem Ln India is positioned as the nation’s pioneering jewellery boutique dealing exclusively in sterling silver with expertly curated genuine 925 silver earrings, pendants, necklaces, bracelets and rings from major jewellery destinations of the world. Founded in 2013 by entrepreneur Pradeep Dadha, the online jewellery store aims at supplying discerning Indian fashionistas with an ever-changing selection of haute couture silver jewellery at reasonable prices.
Millennial Indians born during the 1990s and early 2000s increasingly have the purchasing power in matters of ‘luxury’ items. This translates as a change in choice of personal accessories. Wearing gold jewellery is no longer seen as a sign of prosperity. Now, the ability to keep up with trends is just as important among young girls and women as wearing the costliest gold jewellery. While gold jewellery is still the ideal accessory for the bride, perceptions are changing across India. Dadha elaborates, “In the past, heavy gold jewellery was an investment handed down from mother to daughter. With better investment options available to them, Indian women have realised that there’s more to jewellery than plain yellow gold studded ornaments with the occasional diamonds or gemstones.”
“More than just an online fashion jewellery boutique, GemLN India aims to deliver an unforgettable experience for fashion savvy women in India. From seeing jewellery as only an investment to be locked away for the proverbial ‘rainy day,’ to wanting trendy mid-range fashion jewellery, Indian women have indeed come a long way,” he added. The e-commerce sector is expected to grow by Rs 1,07,800 crores (US$ 24 billion) by the year 2015, boosted by the under 35 age group who prefer to shop online.
Dadha says, “The traditional jewellery world is witnessing an evolution. Older generations shopped with trusted ‘family’ jewellers, believing they would provide quality in exchange for customer loyalty. Young people who’re savvier to international business practices realize that there are more options online, better quality – available at lower prices for those willing to dive into the world of online shopping.” Sterling silver jewellery is inexpensive compared to 22k or 18k gold jewellery. Prices range from Rs 1,000 onwards and such jewellery is popular with working professionals, students and homemakers.